March 20th, 2020
P.F. Chang’s is in the process of transforming the brand from a Chinese restaurant into an Asian culinary experience. The brand is completing a holistic overhaul of all major facets of the guest experience that affect critical touchpoints of the dining experience including music, lighting, décor, uniforms and menu presentation. To meet the evolving tastes of consumers nationwide, the brand is shifting its focus from Chinese-based recipes to a broader Asian experience, putting an emphasis on menu influences from Japan, Korea, Thailand and beyond. The initiative, which first launched in the Miami market in October 2019, will soon be expanded to other locations across the country.
“We’re elevating the guest experience at P.F. Chang’s in a whole new way. Our chefs are bringing their innovation outside of the kitchen and right to your table,” says P.F. Chang’s Chief Marketing Officer, Tana Davila, who is overseeing the brand’s transformation. “The demand for Asian cuisine has increased drastically over the past decade, and this transformation to a broader Asian influence will better serve both our dedicated core guests while also appealing to a new and adventurous audience. We’re here to show people that you don’t have to travel far to experience authentic Asian cuisine.”
With 216 restaurants nationwide, the company’s brand relaunch is a major undertaking for the chain, which opened its first location in 1993 in Scottsdale, Arizona. The newest menu items were created to reflect the evolving and diverse palates, flavors and ingredients found throughout Asia. “We want to remind people of the excitement they felt when they first discovered P.F. Chang’s and our iconic menu offerings, while also giving them new reasons to fall in love with our brand all over again,” Davila notes.
Some menu items exclusive to the Miami market include the Izakaya Sampler inspired by traditional Japanese pub fare, smoking sushi rolls, Peking Duck and Pork Belly Buns. New signature drinks hitting the bar include an assortment of elevated martinis such as The Spicy Mandarin, Pink Gin Martini and an Espresso Martini, among many others. Further culinary and beverage development continues to be centered around creating intrigue at the table to enhance the overall dining experience.
P.F. Chang’s currently operates six locations in the Miami area. For more P.F. Chang’s news, visit pfchangs.com and follow us on Facebook, Twitter and Instagram @pfchangs.
About P.F. Chang’s
Founded in 1993 by Philip Chiang and Paul Fleming, P.F. Chang’s is the first internationally recognized multi-unit casual dining restaurant concept to honor and celebrate the 2,000-year-old tradition of wok cooking as the center of the guest experience. Since inception, P.F. Chang’s chefs have been hand-rolling dim sum, hand-chopping and slicing all vegetables and meats, scratch-cooking sauces, and wok-cooking each dish, every day in every restaurant. P.F. Chang’s scratch menu highlights its wholesome, made-to-order-cooking approach and introduces new dishes and drinks for lunch, happy hour and dinner. Today, P.F. Chang’s has more than 300 restaurants around the world in 25 countries and U.S. airport locations. For more P.F. Chang’s news, visit pfchangs.com and follow us on Facebook, Twitter and Instagram @pfchangs.