Cheesecake Factory: the phonebook of menus

Ok, so first off let say that I love Cheesecake Factory. The food is great, the cheesecake is remarkable, and it's just right for taking out a date. But there is one thing I can never ever stand there, the menu. It's so large they had enough room in it to add full page advertising. A FULL PAGE! Now I'm sure there's not any worry for Cheesecake Factory in terms of the amount of food they offer, at least not any that should make them worry about their business, but often I see the mistake of small companies offering so many options it makes the consumer just walk away. It's a common mistake easily explained in a Ted talk by Sheena Iyengaar.