Industry News | November 7, 2001

Pandas Join Tigers, Dragons

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Panda Express announced is enjoying the most ambitious movie tie-in in the company's history. Coinciding with the recent video and DVD release of the Academy Award winning Crouching Tiger, Hidden Dragon, Panda is running an integrated promotional effort designed to leverage the chain's culture and build brand awareness.

"The tie-in with Crouching Tiger, Hidden Dragon is a natural for us, given our heritage and commitment to build our brand," said Victoria Gelberg, vice president of marketing for parent company Panda Restaurant Group. "The high-profile partnership and promotional elements provide added value to our guests."

All "release for sale" DVD's and VHS videos carry a coupon for $1.00 off any two-item combination plate or greater purchase at Panda Express. Since November 4, customers have received one of four collectible plastic cruiser cups featuring scenes from the Crouching Tiger, Hidden Dragon movie with the purchase of a 32-ounce beverage.

Customers of Panda Express can enter a sweepstakes featuring a grand prize of a trip for two to Hong Kong. All Panda Express locations feature point-of-purchase materials showcasing scenes from the movie.

Panda Express has close to 400 locations throughout 34 United States, Japan, and Puerto Rico. Panda Express is part of family-owned parent company, Panda Restaurant Company, Inc., which also operates Panda Inn, Panda Panda, and Hibachi-San restaurants.