Pei Wei Asian Diner

Pei Wei Asian Diner

Company type	Subsidiary
Industry	Restaurant
Genre	Fast Casual
Founded	2000 (2000) in Scottsdale, Arizona
Headquarters	Scottsdale, Arizona, United States
Number of locations	200 (2015)
Area served	United States, Kuwait, UAE
Products	Asian American cuisine
Owner	P. F. Chang's China Bistro
Website	www.peiwei.com

Pei Wei Asian Diner /ˌpeɪ ˈweɪ/ is an American restaurant chain serving Pan Asian fare, operating in more than 200 locations in the U.S. and six international locations. 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. 

History

The restaurant chain was created in 2000 by P. F. Chang's China Bistro (PFCB) to compete in the fast-growing 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.[1][2] The first Pei Wei location opened in Scottsdale in 2000. By 2010, the company had 168 locations primarily in California, Texas, Arizona and Florida, with a growing presence in the Northeast and Midwest.^[3]

 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.^[2][4][5] It is currently headquartered in Scottsdale, Arizona.^[6]

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.

Over the years, Pei Wei’s dining experience has evolved to feature modern conveniences. Customers can place takeout orders online or through the Pei Wei mobile app, launched in the App Store and Google Play in September 2016^{([null x])} to allow customers to find locations, view the menu, order and pay. Pei Wei was among the first restaurant chains to accept Apple Pay, rolling out the technology to all locations in August 2015^{([null x]}[RD2] ⁾.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.^[7]

During 2016, Pei Wei withdrew operations in several states. As required under Ohio law, the company notified the Ohio Department of Job and Family Services on May 24 that the company was closing all three of its restaurants and laying off all of its affected workers within the state the following week.^[8] One month later, the company closed all three of its locations within the state of Louisiana.^[9][10] 

That same year, the company opened five restaurants in Florida, four in Texas and one in Arkansas. Pei Wei undertook an extensive rebranding campaign during the same period. ^{([null x]}[RD3] ⁾ The new brand position, designed to tap into the national dining trend toward more healthful eating, included the rollout of quinoa on its menu, as well as the addition of a salad category 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. ^{([null x]}[RD4] ⁾

Pei Wei hired restaurant industry veteran John “J.” Hedick as CEO^{([null x]}[RD5] ⁾ 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.

International locations

In 2011, Pei Wei announced an agreement with Alsea to open franchise locations in Mexico.^[11] 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.^[12] 

In August 2012, Pei Wei opened its first location in Kuwait, operated by M.H. Alshaya Co.^[14] The same franchisee opened the first location in Dubai, U.A.E. in April 2013.^[15] By the end of 2014, Pei Wei had five international locations: two locations in Kuwait^[16], and three in Dubai^{[16] [17]}.

In September 2016, Pei opened its first 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. ^{([null x]}[RD1] ⁾

External links

• Pei Wei Asian Diner official website
• Ruggless, Ron (2000-02-07). "P.F. Chang's readying Pei Wei's fast-casual offshoot". Nation's Restaurant News. {{cite news}}: Unknown parameter |subscription= ignored (|url-access= suggested) (help)