Pei Wei is honing its restaurant design, broadening its menu and planning a July debut of a new smartphone app with built-in ordering, payment and rewards, the company’s chief marketing officer told Nation’s Restaurant News.
The changes come as the privately owned, 222-unit fast-casual chain plans to open more than a dozen new restaurants this year, said Pei Wei CMO Clay Dover.
“We have three areas that we are working on,” Dover said in an interview at remodeled restaurant in Addison, Texas.
“First of all, we are rebranding the restaurants and changing some of the messaging. We have test on that,” Dover said. “We also have a remodel program, where we are remodeling older restaurants with a new look and refreshment overall. We are also working on a new menu initiative as well. … We have a lot of new food items in test.”
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