In an effort to enhance the customer experience, Pei Wei is set to debut a new restaurant prototype June 14 in Las Colinas, Texas.
Pei Wei, which operates nearly 200 restaurants in 21 states, closed the Restaurant Support Center’s flagship location as it underwent what the company calls a “massive interior remodel project.” The new unit will serve as a test for future openings, CEO J. Hedrick said, “helping us enhance operations and learning initiatives.”
The entire front of the house was reimaged with new wall graphics, digital menu boards, and bright, yet rustic furniture, as well as modern lighting.
The ordering line now queues along the kitchen to offer guests a behind-the-scenes look into Pei Wei’s made-to-order philosophy. There’s also a custom mural representing Wok Chefs as the featured design focal point.
New uniforms, a fresh music playlist, beverage menu, and a dedicated take-out station for guests who order online or through the mobile app were also added. “We can’t wait to unveil our new prototype at our flagship restaurant and to provide our guests with a dramatically improved experience,” Hedrick added in a statement.
“We’re really proud with how the new prototype turned out, as it’s the first one to fully integrate our new Tiger mascot and branding throughout the restaurant, including a stunning new mural,” chief marketing and digital officer Brandon Solano said. “We’re also taking this opportunity to roll out several new menu offerings, including mochi ice cream and a reimaged beer, wine, sparkling, sake and non-alcoholic beverage lineup. We’ve recently upgraded our beverage program so we’re now offering several craft and local options for our MacArthur guests as well.”
Pei Wei is celebrating the grand reopening of the store from noon to 4 p.m. on June 14 with radio appearances. The first 100 dine-in guests will also receive a free small order of Wei Better Orange Chicken and free Thai Donuts with the purchase of an entrée.
The change is another step in Pei Wei’s 360-degree brand review, which took place in the first quarter of 2018. Pei Wei launched a new multi-media advertising campaign, revamped its online and loyalty programs in mid-March, and debuted Wei Better Orange Chicken.
With the improved digital assets, guests can now pay directly online and still earn points towards free food items. They can redeem their rewards and apply coupons on orders through the app and online ordering platform.
Pei Wei has undergone a host of changes since splitting with sit-down chain P.F. Chang’s China Bistro (both are still owned by Centerbridge Partners, just operated by different teams now). In August it moved its headquarters from Scottsdale, Arizona to Irving, Texas. Hedrick was tapped as chief executive last February.