“They would give to us, we would create from there and go back to them and hear, yes, no, or maybe change this. “This isn’t one of the brands that says, ‘Hey, take this and make it different.’ We were working as a team, and I think that made it a special relationship,” says Popich. Through several iterations, different design elements took shape and came together to create the overall look of the restaurant. These seeds would come in the form of things like magazine ads or photos. office, located in Scottsdale, Ariz., much of the look and feel and many of the design features started out as seeds planted by the P.F.
Chang’s creative and design team and Zebra, the chain’s long-time interior design firm with offices in the U.K., U.S., UAE and Hong Kong.Īccording to Ashley Popich, director of interior design out of Zebra’s U.S. The designs for these restaurants were a collaborative effort among P.F. This look has been rolled out in several refreshed restaurants along with two flagship locations that offer extra showpiece design elements. These include items like sizzling dumplings, sushi and spareribs served under a clear dome filled with smoke as well as cocktails made with smoky aromatics.Īlong with menu upgrades, the chain’s design has been upgraded. On the menu side, this polished-casual concept introduced some fun, eye-catching offerings. The space also features Chinese characters and a dragon element overhead. We want to make sure our cuisine stays approachable, and our restaurants are approachable, but we want to make sure it feels very high-end and gives them a feeling they truly can’t get anywhere else,” says Clymer.Įach flagship store will have a hand-painted mural featuring a Samurai woman. “We want people to come and feel like they’re not anywhere else. Chang’s has refreshed its brand over the past two-plus years, introduced new menu items and a new look, all designed to make for a more memorable night out that guests will come back for again and again. “Especially with a lot of the data coming out, Millennials and even younger generations would rather pay for an experience versus paying for stuff.” “At the end of the day, people love an experience,” says Jereme Clymer, vice president of creative and design for P.F. With the rise of third-party delivery and off-premises dining, as well as generational shifts in attitudes and preferences, dinner out needs to be about more than some good eats. Not long ago, grabbing dinner was a simple affair: good food brought by a friendly server in a pleasant environment could make most people happy and create a successful operation.
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