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    Panda Express Rolls Out Beijing Beef

  • Industry News March 26, 2008
    Panda Express, the nation’s largest Chinese quick-service restaurant, is introducing a new crispy, tangy, tasty dish, Beijing Beef. Marking the chain’s first major roll-out since Orange Chicken more than 20 years ago, Beijing Beef is now available at more than 1,000 locations across the U.S.

    Panda Express associates--from store associates to senior management--have been mobilized and trained in preparation for the roll-out. To launch the entree, Panda Express has joined with Siltanen & Partners Advertising for a comprehensive ad campaign that includes television commercials, a first for Panda Express.

    Poised to rival Panda Express’ top-selling Orange Chicken, Beijing Beef features crispy strips of marinated beef, bell peppers, and sliced onions all wok-tossed in a tangy sweet and spicy sauce that is made from scratch daily. To ensure quality and consistency across the chain, Panda Express has implemented a leader-led training process involving high-touch learning for the majority of its more than 17,000 associates. System-wide, more than 27,000 hours have been spent teaching associates at all levels how to wok this savory, one-of-a-kind dish, including lessons on preparing the signature sauce from scratch daily.

    “Panda Express’ culinary roots are grounded in its sit-down restaurant, Panda Inn, which was established 30 years ago. Our new dish, Beijing Beef, was inspired by one of the most popular dishes at Panda Inn,” says Panda Express Executive Chef Andy Kao. “Our goal was to create a unique dish that is a combination of crispy, tangy and tasty with both sweet and sour notes to tantalize our guests’ palates.”

    To celebrate the launch of this new product, Panda Express--for the first time in its history--is engaged in a comprehensive advertising campaign. The campaign includes television commercials staring panda bear buddies Eddie and Tom-Tom, who are featured in three different TV spots proclaiming their love for Beijing Beef. Filmed using panda bears from the Memphis Zoo, the commercials required attention from several of the nation’s top special effects artists. The commercials, which debuted throughout 15 markets across the country in late March, are supplemented with 30-second radio spots in three markets and traffic radio spots in an additional two markets.

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