Cheddar's Scratch Kitchen's Slogans & Taglines

Cheddar's Scratch Kitchen (formerly Cheddar's Casual Cafe) is an American casual-dining restaurant chain founded in 1979 by Aubrey Good and Doug Rogers in Arlington, Texas. The brand name originated from a fifth-grade classroom poll, where students suggested "Cheddar's." The concept was built on scratch-made cuisine, with cooks beginning prep at 6 a.m. to slow-cook meats, bake pies, and prepare handmade dishes daily. The menu spans burgers, steaks, seafood, and the signature Honey Butter Croissant served complimentary with every meal. In 2015, the company rebranded from Cheddar's Casual Cafe to Cheddar's Scratch Kitchen to emphasise its from-scratch philosophy. In 2017, Darden Restaurants acquired the chain for $780 million, integrating it alongside Olive Garden and LongHorn Steakhouse. Today it operates over 185 locations across 28 U.S. states.

Brand messaging has been anchored by the value-driven promise Get a lot for not a lot, which captures the brand’s commitment to delivering a great experience with handmade, scratch-made meals, warm atmosphere, and fabulous service at an attractive price point. The 2015 rebranding to Cheddar's Scratch Kitchen reinforced this positioning by explicitly highlighting the labour-intensive, from-scratch preparation that distinguishes it from competitors.