RISE - Menu Monitor

Pei Wei Asian Diner
Headquarters
7676 E. Pinnacle Peak RD, Scottsdale, Arizona 85255 USA
Tel: (602)957-8986 Fax: (480)888-3001
www.peiwei.com
Ownership: Private
Segment: Limited Service Asian/Noodle
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 180,373 134,073 95,473
Company-owned ($000) 180,373 134,073 95,473
Franchised ($000) - - -
U.S. Number of Units 107 77 53
Company-owned 107 77 53
Franchised - - -
International Sales ($000) - - -
International Units - - -
Average Sales/Unit ($000) 2,000 2,075 2,142
Concept Positioning |
An offshoot of P.F. Chang's China Bistro, Pei Wei Asian Diner has positioned itself as the first nationwide fast-casual Asian
concept. The concept aims to have an image and reputation that is independent from its aforementioned sister establishment,
which boosts a full-service, upscale Chinese focus. P.F. Chang's China Bistro Inc. operates more than 75 Pei Wei locations
primarily in the Southwest.
Pei Wei's average unit size is 2,800 sq. ft., about half that of P.F. Chang's units. Restaurants seat approximately 80 customers
and have an upbeat, contemporary ambiance that is achieved with red, black and yellow décor, recorded jazz music and an
open kitchen.
Pei Wei debuted in 2000 in the Phoenix suburb of Chandler, AZ. While continuing to grow in Southwestern markets, specific
expansion plans have not been announced.
Menu Positioning |
Pei Wei Asian Diner integrates Chinese, Japanese, Korean, Thai and Vietnamese food into one menu featuring appetizers,
salads, noodle bowls, rice bowls, signature dishes and beverages. Signature menu items include Spicy Korean—Korean hot
pepper sauce, garlic, white mushroom, onion, carrot, long beans and toasted sesame seeds; Ginger Broccoli—sweet ginger
soy, oyster sauce, scallion and broccoli; and Orange Peel—chili-bean sauce, orange peel, scallion, garlic, snap peas and
carrots. Signature dishes come with a choice of chicken, shrimp, scallops, beef, vegetables or tofu. Appetizers include Minced
Chicken in Cool Lettuce Wraps, Edamame, Spring Rolls, Crab Wontons, Wonton Soup and Hot & Sour Soup. Other favorites
include Fried Rice, Pad Thai, Dan Dan Noodle Bowl and Low Mein Noodle Bowl. No alcohol is served. Takeout and kids’
menus are available. Menu prices range between $1.95 and $9. Checks average $10.
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