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 began in the Miami market in October 2019, culminated with a Brand Relaunch celebration at the company’s Mary Brickell Village restaurant on Jan. 15. The transformation 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,” said 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,” she added.
With 216 restaurants nationwide, the company’s Brand Relaunch is a major undertaking for the chain, who opened its first location in 1993 in Scottsdale, AZ. The newest menu items were created to reflect the evolving and diverse palettes, 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 noted.
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 on Facebook, Twitter and Instagram @pfchangs.