Pei Wei Asian Diner, LLC, doing business asPei Wei Asian Kitchen,[1] (/ˌpeɪˈweɪ/)) is an American restaurant chain serving Pan Asian fare, operating in at 119 locations in the United States. Pei Wei's dishes are made to order in an open concept kitchen using cooking methods like wok firing. The restaurant offers guest customization that includes vegetarian and gluten-free options.
Pei Wei's concept is defined by the restaurant industry as fast casual, offering the convenience of counter service and cashier orders, paired with table service once an order has been placed. Pei Wei also has a designated door in the restaurant for cashiers to service takeout food orders.
History
Mongolian-style chicken with scallions and rice
The restaurant chain was created as Pei Wei Asian Diner in 2000 by P. F. Chang's China Bistro (PFCB) to compete in the fast casual restaurant segment with a Pan Asian menu and quick, made-to-order service model, while P. F. Chang's remained in the full-service restaurant segment.[2] The first Pei Wei location opened in Scottsdale in 2000.[3] The first location outside of Arizona, the fourth in the chain, was opened in Dallas, Texas, in December 2001.[4] The company opened its first California location, the sixth in the chain, in Irvine in June 2002.[5] Pei Wei was able to open its 100th location in Little Rock, Arkansas, in October 2006.[6] By 2010, the company had 168 locations primarily in California, Texas, Arizona and Florida, with a growing presence in the Northeast and Midwest.
P.F. Chang's China Bistro, Inc. was acquired by Centerbridge Partners in July 2012, making P. F. Chang's China Bistro an indirect, wholly owned subsidiary of Wok Parent L.L.C.[7][8][9]
Over the years, Pei Wei's dining experience has evolved to feature modern conveniences. In July 2015, the company started a customer loyalty program in which customers accumulate points during each visit that can be used to redeem rewards, including free food.[10] Pei Wei was among the first restaurant chains to accept Apple Pay, rolling out the technology to all locations in August 2015.[11] Customers can place takeout orders online or through the Pei Wei mobile app, launched in the App Store and Google Play in September 2016[12] to allow customers to find locations, view the menu, order and pay.
Pei Wei opened their first college campus location in August 2015 on the campus of Arizona State University.[13] Later that year, Pei Wei opened their 200th location in Richardson, Texas in October 2015.[14]
Old Pei Wei logo (2000–2018)
During 2016, Pei Wei withdrew operations in several states, including closing all three of its restaurants in Ohio[15] and all three of its locations in Louisiana.[16][17]
Pei Wei undertook an extensive rebranding campaign during the same period.[citation needed] The new brand position, designed to tap into the national dining trend toward more healthful eating, included the rollout of quinoa on its menu,[21] as well as the addition of a salad category[22] and several lighter small plate options. In 2016, the company opened its Pei Wei Test Kitchen restaurant in Scottsdale to develop and test new menu items and gather public feedback in real time.[23][24][25]
Pei Wei hired restaurant industry veteran John "J." Hedrick as CEO[26] in 2017. Hedrick had previously served as COO of NPC International, the nation's seventh-largest restaurant operator with 1,300 fast food outlets with revenues exceeding $1.2 billion.
Interior of a Pei Wei Asian Diner in Gainesville, Virginia
At the end of 2017, Pei Wei announced its separation from parent company, P.F. Chang's China Bistro. This separation would lead the company to undergo a slight name change, as well as the relocation of its headquarters from Scottsdale to Irving, Texas.[27]
As a part of their separation from P.F. Chang's, Pei Wei undertook a major rebranding campaign by hiring a new creative agency to revitalize the brand by replacing the company's longtime logo with the new tiger logo and to officially change the trading name of the business to Pei Wei Asian Kitchen in February 2018.[1]
On June 5, 2019, Pei Wei was sold to PWD Acquisition LLC.[28]
International locations
In 2011, Pei Wei announced an agreement with Alsea to open franchise locations in Mexico.[29] The first location in Mexico opened in 2012. Due to lower than expected performance, all Mexico City locations were closed by the end of 2014.[30] All three locations were in Mexico City.[31]
In August 2012, Pei Wei opened its first location in Kuwait, operated by M.H. Alshaya Co.[32] The same franchisee opened the first location in Dubai, U.A.E. in April 2013.[33] By the end of 2014, Pei Wei had five international locations: two locations in Kuwait,[34] and three in the United Arab Emirates.[35]
In September 2016, Pei opened its first East Asian location in South Korea through a partnership with ELX Food & Beverage. The Korean location in Seoul's Starfield Hanam, the country's largest shopping mall, is one of 11 locations that the chain plans to open by the end of 2017.[36]
^Lee, Mike (December 7, 2001). "Southlake center gaining restaurants". Fort Worth Star-Telegram. p. 1. Two popular restaurants - a spinoff of P.F. Chang's China Bistro, and Blue Mesa Grill - are coming to Southlake Town Square, the developer of the outdoor shopping mall said Thursday... P.F. Chang's will enter Tarrant County with a new concept, Pei Wei Asian Diner, a limited service, casual restaurant with take-out service. It is slated to open in late 2002 or early 2003... Four of those are the new Pei Wei Asian Diner concepts. Pei Wei has a less expensive menu than the P.F. Chang China Bistro and a more relaxed dining atmosphere. Three are located in Arizona and another opened Monday in Dallas at The Arbor on Preston Road.
^Armani, Geordie (2014-12-23). "Pei Wei by PF Chang's". The Real Geordie Armani. Pei Wei are open at three different locations; City Walk, Al Thanya Street and Marina Walk.
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