Chicago's big cheese stays home; Eli's Cheesecake World to open Oct. 16; Chicago to become industrial tourism leader.

CHICAGO--(BUSINESS WIRE)--Sept. 26--Development directors from California to Quebec, from Wales to Washington have attempted to woo Eli's Chicago's Finest Cheesecake - the country's leading specialty cheesecake bakery away from its home town. But while companies nationwide are fleeing cities for the suburbs or for other states, Eli's is bucking the trend by opening a dazzling new multi-purpose facility on the city's northwest side where many of its 120 workers can walk to work.

Seattle is synonymous with Starbucks. Chicago will continue to be known as Eli's town with the opening of Eli's Cheesecake World, a $9 million, 62,000 square foot bakery, visitors center, store, cafe and corporate headquarters located at 6701 West Forest Preserve Drive at the intersection of Montrose and Forest Preserve. Unlike Chicago Locks, now made in Kenosha, Wisconsin, and Chicago Cutlery made in Wauconda, Eli's is proud to still call Chicago home.

Eli's Cheesecake World - opening Oct. 16 - will make Chicago a leader in the growing trend towards industrial tourism. ``Pride in American handiwork and ingenuity suffered in the 1960's when so many companies either relocated their manufacturing facilities aboard or closed their plants to tours,'' said Eli's President Marc Schulman. ``But today, companies that are proud of their people and products are opening their doors.'' He cited the Crayola Factory in Easton, Pennsylvania and the Vermont Teddy Bear Company in Burlington, Vermont as recent entrants into the growing industrial tourism business which has been chronicled in the new book ``Watch it made in the U.S.A.''

Expected to be the Niketown of the food world, Eli's Cheesecake World will draw thousands of visitors annually to its newly established plant tours given four times daily, and to its retail store/cafe. The visitors will view Eli's state-of-the-art facility where 30,000 cheesecakes will be made daily. The cakes move from the $1 million 70-foot tunnel ovens onto 20-foot high cooling conveyors in to the packaging and decorating areas.

Theater students will lead the entertaining 25-minute Eli's Cheesecake World tours, which have been designed to attract school, business and tour groups. They will stop by the cake decorating area for tips and visit the research and development department where bakers will be dreaming up new creations. Tour goers will also enjoy a sample of one of Eli's 50 cheesecake varieties, view the World of Eli's Cheesecake Mural designed by noted Chicago artist Julie Helland, and have an opportunity to stock up at Eli's new retail store. Customers will find three categories of Eli's Cheesecake: new exclusive varieties, All-Time Favorites and Sweet Imperfections, as well as Eli's logo merchandise and other gift items including an Eli's Cheesecake World Stress Ball.

By staying in Chicago, Eli's will be able to expand not only its sales and product lines, but its commitment to neighborhood institutions such as its partnership with Wright College, dubbed ``Eli's U''-an innovative work place education program that earned Eli's a visit from President Bill Clinton and First Lady Hillary Rodham Clinton. Also preserved for the city will be the company's close relationship with hundreds of charitable and civic groups which receive donations of Eli's Cheesecake.

In keeping with its commitment to community support, Eli's has selected the Greater Chicago Food Depository to receive a portion of the sales from Eli's four-day grand opening festivities. Schulman noted that Eli's new facility's opening day is Wednesday, Oct. 16th, which is World Food Day, a day to raise international awareness of world hunger. ``That makes it particularly appropiate to support the outstanding efforts of the Greater Chicago Food Depository, which supplies food pantries serving hungry people throughout the city and suburbs,'' said Schulman.

At the grand opening event at 10 a.m. on Oct. 16th, dignitaries will cut a giant Eli's cheesecake and take an inaugural tour of the facility. A two-day Eli's Cheesecake Festival open to the public is scheduled for Saturday and Sunday, Oct. 19th and 20th from 10 a.m. to 4 p.m. complete with trick roller-bladers flying over stacks of cheesecakes, The Jesse White Tumblers high-jumping above cheesecake towers, The Happiness Club Kids performing the ``Eli's Cheesecake rap,'' Bahai(a Stomp-inspired group) playing mixing bowls and other baking equipment instead of drums; cheesecake relays; cheesecake eating contests, and more are part of the scheduled activities. Call 312/736-3417 for more information on the Festival.

Eli's all natural highest quality ingredients, hand work and attention to detail has remained unchanged since founder Eli Schulman baked the first Eli's Cheesecake for his Chicago restaurant Eli's the Place for Steak. The small Hobart mixer which he originally used to bake 20 cakes a day is now on display at Eli's Cheesecake World. Today Eli's grocery list boggles the mind, using over four million pounds of cream cheese, 500,000 pounds of eggs, 250,000 pounds of butter, and 13,000 pounds of Bourbon Vanilla annually.

Eli's Cheesecake World tours will be held Monday through Friday. Call 800/999-8300 for tour hours and information. The cost is $2 per person and children under 12 are free. Call 800/999-8300 for group tours. The Eli's Cheesecake World Retail Shop and Cafe is open seven days a week from 9 a.m. to 6 p.m. Monday through Friday, 9 a.m. to 5 p.m. on Saturday and 12 p.m. to 5 p.m. on Sunday.

CONTACT: Eli's Cheesecake

Maureen Schulman, 312/736-3417

or

Marc Schulman, 800/317-7048 (beeper)