Obama's Cheesecake Factory Jab Left a Comms Test: Nearly 150 Experts Weigh In

By James Calloway

Nearly 150 communicators offered advice on how The Cheesecake Factory should handle its sudden political moment — and as of Wednesday afternoon, the company still hadn't said a word.

The moment arrived less than two weeks before the U.S. midterm elections. Former President Barack Obama said President Donald Trump's White House decorating style looked like "Saddam Hussein opened a Cheesecake Factory," according to The New York Times. Trump took umbrage, and Republican officials scrambled to take pictures in the over-the-top restaurants known for a huge menu and huge portions. A mallgoer favorite became a political football.

PR Daily asked its LinkedIn audience what the right comms move was: make a meme, stay silent, or offer a bipartisan promotion. The answers ranged from serious to absurd. They fell into five camps.

Should the brand lean in?

Colleen Herndon Penhall, principal advisor for strategic communications at True North Strategy Group, would go big: "I'd lean in! This is an earned media opportunity most brands would pay for." She proposed a "Subtlety Has Never Been Our Thing" campaign celebrating the decor, more than 250 menu items and famously generous portions. "The key is to own the conversation without entering the political debate."

Carolyn Rooke, managing director at VML, said this isn't the climate for a "we can all agree on cheesecake" joke, but allowed one line: "What can we say? Gold's kinda our thing." Kimberly Jefferson, SVP of client relations at PANBlast, would run an Architectural Digest tour of a flagship location. Crisis communications consultant Debbi Winogracki would post a cheesecake photo with extra gold piping. Caryn Klebba, chief strategist at Second Road Communications, suggested limited-edition golden entrees and interviews about the decor.

The takeaway: for several pros, the brand's excess is the asset — provided the response never picks a side.

What about humor?

Adam Ritchie, principal at Adam Ritchie Brand Directions, proposed a new menu item: "The East Wing" — a unifying platter of wings with red sauce and blue cheese. Kati Murphy, communications consultant, said a fast, winking post could work but warned "otherwise it will be over in a blink and will just inspire eye rolls."

Blair Huddy, principal at Hudson Davis Communications, said a meme would "remove the divide from across the aisle" without adding fuel to the fire.

Can cheesecake bring everyone to the table?

Tim Gilman, external communications lead at Oshkosh Corp., drafted a reactive statement if asked: "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." His verdict: acknowledge the moment, get a laugh, steer back to the brand.

Sandra Sokoloff, senior director of global public relations and corporate communications at Alvarez & Marsal, framed it as a place "bringing everyone to the table."

Should it get out the vote?

Parry Headrick, founder of Crackle PR, drafted the boldest play: offer 50% off buffalo wings on Nov. 3 to anyone wearing an "I voted" sticker — "right wing? Left wing? Just vote." Amy Brown of Bluesky offered a shorter list: play dumb about the trending topic, free cheesecake for "I voted" stickers, and "otherwise do not touch with a 10-foot pole."

Or stay out of it entirely?

The silence camp was just as crowded. Erin Haust, founder of Digital Footprint Management, channeled Michael Jordan: "Republicans buy sneakers too."

Jonathan Rick, a communications ghostwriter, said there's little upside in a culture-war clash between two presidents: "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." Noreen Pratscher, a fractional communications consultant, argued any response is likely to be divisive and hurt sales and morale.

James Bigg, a strategic communications consultant, was blunt: "There is no brand win here. This is one to sit out." Mike Murray, director of communications at Strategic Vantage Marketing & Public Relations, called it "a gift of free PR and advertising from the former president" — but said to keep a statement ready if press calls.

For now, the brand's own answer is silence. The split among nearly 150 practitioners shows the real lesson: when two presidents put your restaurant in their sentence, every move reads as political — even dessert.