5Qs for Genaro Perez on P.F. Chang’s re-brand and expansion
Tell us about your four new flagship locations.
Yes, we’re in Union Square in New York, Waikiki in Honolulu, Planet Hollywood in Las Vegas, and Atlantic City. The flagships bear out our new branding but at the highest level. Each have unique furnishings and items that present a special experience to guests who’ve eaten at other locations. Each also offer unique menu items—sushi rolls in New York, for instance.
We know you’re currently expanding in Florida. What are some other areas where we’ll see a bigger presence for P.F. Chang’s?
We have several new restaurants in the pipeline. Texas is very important to us, as is Arizona, California, and South Florida. Affinity for our brand is very strong anywhere in the United States. We’re looking for locations with substantial traffic that have other full-service, upscale dining concepts.
How’s the expansion of your new P.F. Chang’s To Go going?
We now have 19 locations in places where full-size restaurants are not possible, all in urban locations like Chicago, New York, and Dallas-Fort Worth. They’re takeout locations that allow people to enjoy P.F. Chang’s at their own pace. It’s an off-premise dining strategy that let’s take advantage of our strong brand awareness in places where you won’t find one of our bistros.