Be the CCO: What The Cheesecake Factory should do about its political moment

It was a double-whammy: Not only did The Cheesecake Factory find itself drawn into a bizarre political tiff less than two weeks before the U.S. midterm elections, they also were invoked in the same sentence as Saddam Hussein.

It all began when former President Barack Obama said that current President Donald Trump’s White House decorating style looked like “Saddam Hussein opened a Cheesecake Factory.”

Trump took umbrage to this comparison, and Republican officials scrambled to take pictrues in the over-the-top restaurants renowned for its huge menu and huge portions. A beloved favorite restaurant of mallgoers was now a political football.

As of Wednesday afternoon, The Cheesecake Factory has not issued a statement about the brouhaha, on social media or elsewhere. But that got us thinking: What is the right comms move here? Make a meme? Stay silent? Offer a bipartisan promotion?

We asked for insight on LinkedIn, and nearly 150  communicators chimed in with answers ranging from serious to absurd.

Here’s a sampling of their answers, edited for brevity and style. 
Lean into the brand

I’d lean in! This is an earned media opportunity most brands would pay for. The Cheesecake Factory has never been about subtlety, so why start now?

I’d launch a “Subtlety Has Never Been Our Thing” campaign celebrating the over-the-top decor, more than 250 menu items and famously generous portions.

The key is to own the conversation without entering the political debate. A little humor, some brand confidence and a whole lot of cheesecake.

Sometimes the best reputation strategy is doubling down on what makes it distinctive.

Colleen Herndon Penhall, principal advisor for strategic communications at True North Strategy Group.

This isn’t the climate for a “we can all agree on cheesecake” joke.

Their social is all about unapologetic indulgence. If there’s any response to be made, it’s doubling down on their commitment to grandiose decor. “What can we say? Gold’s kinda our thing.” No side-taking. No baiting. Simple acknowledgment of the moment. We don’t need Cheesecake Factory to remind us all are welcome at the table or that we should vote. We just need them to continue offering obscenely large menus and slabs of cheesecake.

Carolyn Rooke, managing director, VML

If I were the CCO of the Cheesecake Factory, I’d do an Architectural Digest tour of a flagship restaurant location.

Kimberly Jefferson, senior vice president of client relations, PANBlast

If I were the CCO of Cheesecake Factory, I would use this time as a fun newsjacking opportunity. I would post a photo of a piece of cheesecake with extra gold piping and mention that customers can order one of the many slices from their large menu.

May as well use this time to your advantage.

Debbi Winogracki, crisis communications consultant

Own it! Cheesecake Factory is anything but subdued. The whole brand is an overwhelming experience of design, meal selections and, of course, an exhaustive dessert list.

It’s OK to lean into who you are and take ownership of their over-the-top brand. Offer a response that says the company loves gold. Create limited-edition golden entrees, add more glitter and gold to online channels, offer interviews about the decor and how it’s made the company successful!

Caryn Klebba, chief strategist, Second Road Communicaitons

Have some fun with it

Cheesecake Factory needs to respond with a new menu item called “The East Wing” — a unifying platter of wings with red sauce and blue cheese.

Adam Ritchie, principal at Adam Ritchie Brand Directions

If they’ve got a clever social media manager with the agency to do something fast, they should post something with a wink and a nudge and move on. Otherwise it will be over in a blink and will just inspire eye rolls. Do they serve 14-karat gold-flake cheesecake yet?

Kati Murphy, communications consultant

I’d post a meme and then move on. It turns something that was meant as disparaging into a joke that people can relate to, and removes the divide from across the aisle. That’s the perfect time and way for a brand like this to join a conversation about themselves without adding more fuel to the fire.

Blair Huddy, principal at Hudson Davis Communications

Bring everyone to the table

I’d use it as an opportunity to highlight the brand. A place where cheesecake, along with everything on the menu, is for one and all bringing everyone to the table.

Sandra Sokoloff, senior director of global public relations and corporate communications, Alvarez & Marsal

I’d issue a reactive media statement if asked, keep it completely apolitical and have a little fun with it. Something like:

“There’s room at the table for everyone, regardless of political affiliation or decorating preferences. With more than 250 menu items and 30 legendary cheesecakes, we’re confident there’s something everyone can agree on.”

Acknowledge the moment, get a laugh and bring the conversation right back to the brand. That’s a win in my book.

Tim Gilman, external communications lead at Oshkosh Corp.

Get out the vote

Proposed statement from The Cheesecake Factory CCO: “As U.S. presidents trade barbs over The Cheesecake Factory’s distinctive decor, we’d like to take this opportunity to remind our customers and all Americans to vote on Nov. 3. If you visit one of our locations on Nov. 3 wearing an ‘I voted’ sticker or button, we’ll give you 50% off on an order of our iconic buffalo chicken wings. To us, it’s simple: right wing? Left wing? Just vote.”

Parry Headrick, founder of Crackle PR

Off the top of my head:

1. Play dumb. “Wow, Cheesecake Factory is trending this week! Must be because our new [MENU ITEM] is so popular.”
2. Free cheesecake for anyone who comes in wearing an “I voted” sticker.
3. Otherwise do not touch with a 10-foot pole.

Amy Brown, marketing at Bluesky

Stay out of it

Be like Michael Jordan, who famously said, “Republicans buy sneakers too.”

No need for a restaurant to get political.

Erin Haust, founder, Digital Footprint Management

Stay quiet and measure what happens at the restaurants. Then share that if it’s interesting in an America votes kinda way. Otherwise you’re in Cracker Barrel territory.

J.T. Ramsay, communications strategy consultant

There’s little upside to engaging in a culture-war clash between two presidents. You’ll ultimately get tossed around like a political football. Even a statement that says, “We’re focused on food,” won’t do much. Best to keep your corporate head down — and make sure that message gets passed along to the waiters and hosts who are surely getting questions right now.

Jonathan Rick, communications ghost writer

The decision to respond should start with stakeholder perception. Presumably their customer and employee base is composed of those with varied political views. Any response is likely to be divisive and hurt sales and morale, respectively. Staying quiet is the best option during a fleeting moment in the news. They’re already in people’s conversations; no need for further visibility.

Noreen Pratscher, fractional communications consultant

Stay silent, stay nonpolitical. I would avoid any official political stance (even an implied one via a government official) like an outdated cheesecake.

There is no brand win here. This is one to sit out.

James Bigg, strategic communications consultant

Let it be. It’s a gift of free PR and advertising from the former president. No explanation needed. Whatever you do, it’ll be construed as political, and nobody wants that. However, if press calls, have a statement ready to appreciate the humor from the former president and a reminder that The Cheesecake Factory is still one of the leading restaurants across the country.

Mike Murray, director of communications at Strategic Vantage Marketing & Public Relations