Friday 7 August 2020
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P.F. Chang’s Appoints The Richards Group as Agency of Record

P.F. Chang’s Appoints The Richards Group as Agency of Record

Asian restaurant chain P.F. Chang’s recently announced the appointment of The Richards Group as its new creative agency of record. The Richards Group will also be responsible for ongoing brand planning and digital strategy. Through this partnership, P.F. Chang’s aims to elevate the guest experience by showing the inspiration and connection between dishes and their Asian origin, as well as enhancing the overall dining experience.

“We are excited about our partnership with The Richards Group. We hope to continue educating guests on our made-from-scratch food philosophy while introducing them to many new flavors from across Asia,” said Tana Davila, P.F. Chang’s senior vice president of marketing and brand development. “We believe The Richards Group will help us achieve the goal of bringing our guests on a journey to Asia and reminding them why they first fell in love with the P.F. Chang’s brand.”

P.F. Chang’s, a culinary brand founded on a belief in made-from-scratch cooking, is the leading Asian full-service restaurant concept in the U.S. and around the world, with 215 locations in the U.S. and 100 more spread over 25 countries. The brand is widely credited with being the first to bring Chinese food into the mainstream American consciousness. The brand plans to expand its Asian cuisine by continuing to introduce Japanese, Korean and Thai influence into its dishes.

Dave Kroencke, principal at The Richards Group, said, “The iconic global brand that P.F. Chang’s has built over more than 25 years is firmly established in the restaurant industry. We’re honored to get the opportunity to work together to build on this incredible foundation and bring the brand to new heights while staying true to its core philosophy based on authentic Asian cuisine and culture.”

Before the appointment of The Richards Group, P.F. Chang’s creative strategy was held internally.

About P.F. Chang’s
Founded in 1993 by Philip Chiang and Paul Fleming, P.F. Chang’s is the first multi-unit restaurant concept in the U.S. to honor and celebrate the 2,000-year-old tradition of wok cooking as the center of the guest experience. Since inception, P.F. Chang’s chefs have been hand-rolling dim sum, hand-chopping and slicing all vegetables and meats, scratch-cooking every sauce, and wok-cooking each dish every day in every restaurant. Today, P.F. Chang’s has more than 18,000 employees and 300 restaurants, including three airport locations, in 25 countries and territories. For more P.F. Chang’s news, promotions and store openings – or to make reservations – visit and follow us on Facebook, Twitter (@PFChangs) and Instagram (pfchangs).

 About The Richards Group
The Richards Group, located in Dallas, is the largest independent brand-building shop in the nation. Clients include Keurig Dr Pepper, Charles Schwab, The Home Depot, Motel 6, Orkin, Ram Trucks, The Salvation Army, Sub-Zero, Wolf and many others. The Richards Group can be found at or on Twitter @RichardsGroup.

The Richards Group

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