“We are trying to learn each place as we go and do the research so that we know that the differences are in the market,” adds Viersen. “For example, we created the Ring of Fire sauce for this market. Our core items – we don’t want to touch them. Then there are innovations, such as vegetarian sushi. It gives us an opportunity to do things we haven’t done before. It opens our eyes to things we can do elsewhere. This market has Dynamite Shrimp, Dynamite Paneer and Dynamite Chicken. So, there has been a lot of play with adding proteins into the existing flavour palate while inventing new innovations. What we look at outside the US is that the brand stays in this elevated category while still staying affordable for the consumer. Affordability combined with top notch food and service is what we are trying to do in our international market.”

While no investment figures are forthcoming, the brand is making sure the look and feel, if not the entire menu, has the international look of the brand. Designed by Zebra Projects, the interior of this PF Chang’s showcases the unique design elements synonymous with the brand worldwide.

Future growth

“We are excited to grow our partnership with GIPL as we venture into the vibrant city of Gurgaon,” says Rafik Farouk, senior director, global brands, PF Chang’s. “Our specially curated offerings for the Indian market showcase innovation and meticulous attention to detail, staying authentic to our brand heritage. We are eager to see the prosperity that awaits our partnership as we embark on our expansion journey with our partner in India.” Agrees Ajay Singhal, COO, GIPL, and adds: “This strategic approach reflects our commitment to reaching diverse markets and providing exceptional dining experiences tailored to each locale’s unique preferences and cultural nuances.” Whether going almost hyper local in India will pay off for PF Chang’s in India is being tested. Initial indications are positive, beam all partners. 

Taking American Asian global

 PF Chang’s, founded in 1993 by Philip Chiang and Paul Fleming, is an Asian culinary brand. It started with offering Chinese cuisine, though now the menu spans eastern Asia, and includes dishes from Japan, Korea, Thailand and beyond. The brand saw a change in ownership in 2019, while Eduardo Luz, a new CEO & president, joined this past November.

“He is laser-focussed on getting us back to top of mind for the guest,” says Viersen. “We are a great celebration place; we also want to be an everyday lunch place. Our goal in the US is to see how we can get the guests back one more time a year. We are expanding, Guyana, Greece next, along with expanding retail with Conagra. We are opening outlets at airports. We have 215 outlets in the US and 97 internationally in 20 countries.”

Beyond the wok

PF Chang’s is best known for highlighting the ancient tradition of wok cooking, a method dating back 2,000 years, which employs a 700-degree flame to preserve the essence and flavour of each ingredient. When the flavour gets locked into a protein, the way our people are taught this technique, it doesn’t exist in India, explains Viersen. “The short cooking time allows it to lock in the flavours. We use Cantonese style wok cooking. When they cook with the wok, it looks like they are dancing. As you cook on a wok, each part of the slope has a different temperature. As you are pausing it, allowing it to seer, and when it comes up in the air, that gives it a little second to breathe, and then it’s going back to the heat. It’s a really intricate style that takes a lot of talent. This tradition reflects the brand’s commitment to upholding the “Always served with honour” food philosophy, evident in signature dishes such as the Original Dynamite Shrimp, Chang’s Lettuce Wraps, Spicy Kimchi Fried Rice and Mongolian Tenderloin.