{ "schemaVersion": "1.3.0", "language": "en", "slug": "pei-wei-asian-diner", "brandKey": "peiweiasiandiner", "canonicalName": "Pei Wei Asian Diner", "canonicalUrl": "https://worldbrand.ai/brand-wiki/pei-wei-asian-diner", "jsonUrl": "https://worldbrand.ai/brand-wiki/pei-wei-asian-diner/json", "markdownUrl": "https://worldbrand.ai/brand-wiki/pei-wei-asian-diner/md", "name": "Pei Wei Asian Diner", "oneLiner": "Pei Wei is a U.S. fast-casual Asian kitchen serving made-to-order, wok-fired Chinese and Pan-Asian dishes.", "summary": "Pei Wei Asian Diner, also traded as Pei Wei Asian Kitchen, is an American fast-casual restaurant chain focused on pan-Asian food prepared to order. The concept was created in 2000 by P.F. Chang's China Bistro as a quicker, more accessible counterpart to the full-service P.F. Chang's restaurant format. Restaurateurs Paul Fleming and Rick Federico were associated with the creation of the concept, whose first restaurant opened in Scottsdale, Arizona, in 2000.\n\nThe chain was designed around a combination of counter ordering, relatively rapid preparation and table delivery after the order was placed. Its kitchens use wok-based cooking and are generally presented as open or partially open production areas, supporting the brand's emphasis on visible preparation and customization. Customers can modify dishes and select vegetarian or gluten-free options where available. The menu has included wok-fired entrées, rice and noodle dishes, small plates, salads and other pan-Asian items.\n\nPei Wei expanded rapidly during its first decade. A fourth restaurant opened in Dallas, Texas, in December 2001, and the chain entered California with a location in Irvine in June 2002. It reached its 100th United States location in Little Rock, Arkansas, in October 2006. By 2010, the system had grown to approximately 168 locations, concentrated particularly in California, Texas, Arizona and Florida while also developing a presence in the Northeast and Midwest. The company later reported opening its 200th location in Richardson, Texas, in October 2015, although its footprint subsequently contracted as it exited some markets.\n\nThe brand also experimented with international franchising. Agreements and franchise operations led to restaurants in Mexico, Kuwait, the United Arab Emirates and South Korea. The Mexico City restaurants were closed by the end of 2014 after weaker-than-expected performance. International locations in Kuwait and Dubai were operated through Alshaya, while the South Korean expansion involved ELX Food & Beverage.\n\nPei Wei invested in convenience and menu repositioning during the middle of the 2010s. It introduced a loyalty program in July 2015, adopted Apple Pay across its locations in August 2015 and launched a mobile application in September 2016 for location discovery, menu browsing, ordering and payment. A first college-campus restaurant opened at Arizona State University in August 2015. In 2016, the chain added quinoa, salads and lighter small plates as part of a broader effort to respond to consumer interest in healthier eating. It also opened a Test Kitchen in Scottsdale to trial menu items and obtain customer feedback.\n\nThe company separated from P.F. Chang's China Bistro at the end of 2017. This change was accompanied by a headquarters move from Scottsdale to Irving, Texas, a new creative and visual identity, and the replacement of the longstanding logo with a tiger design. In February 2018, the business formally adopted the trading name Pei Wei Asian Kitchen. Pei Wei was sold to PWD Acquisition LLC on June 5, 2019. The chain continues to operate primarily in the United States, with its identity centered on made-to-order Asian-inspired meals, wok cooking, customization and fast-casual convenience.\n\nPei Wei is a fast-casual Asian kitchen brand founded in 2000 in Scottsdale, Arizona. The company describes its concept as bringing chef-inspired Chinese and Pan-Asian recipes into a fast-service format. Its emphasis is on bold flavors, made-to-order preparation, and wok-fired cooking, offering an alternative to steam-table and pre-batched food concepts.\n\nThe menu includes chicken, steak, noodles, dumplings, and shareable dishes. Featured offerings include Firecracker Chicken, Signature Chicken Lettuce Wraps, Chicken Pad Thai, Mongolian Steak, Thai Coconut Curry Chicken, and Sweet Soy Chicken Dumplings. The homepage also promotes Honey Mango Chili Chicken and group-oriented Pei Wei Feasts. The company says its cooks use house-chopped vegetables, whole cuts of protein, and other premium ingredients, and that diners can customize dishes, including spice levels and protein choices.\n\nPei Wei serves customers in the United States. Its website describes dine-in, pickup, delivery-friendly ordering, and catering, and provides online ordering and a restaurant locator. Its Pei Wei Rewards program offers points, member offers, and ordering features. The brand reports approximately 110 U.S. locations and says it continues to grow into new markets in 2026. The supplied evidence does not identify its founder, current owner or parent company, headquarters beyond its founding location, or named executives.\n\nThe brand also experimented with international franchising. An agreement with Alsea supported an entry into Mexico, where the first restaurant opened in 2012; the Mexico City restaurants were closed by the end of 2014 after weaker-than-expected performance. Pei Wei entered Kuwait in August 2012 through M.H. Alshaya Co., which also opened the first Dubai location in April 2013. In September 2016, Pei Wei entered South Korea through ELX Food & Beverage, opening at Starfield Hanam in Seoul's metropolitan area and announcing an intended broader rollout.\n\nPei Wei invested in convenience and menu repositioning in the mid-2010s. A loyalty program launched in July 2015, and the chain adopted Apple Pay across its restaurants the following month. Its mobile application, released in September 2016, enabled customers to locate restaurants, review menus, place takeout orders and pay digitally. In August 2015, the brand opened its first college-campus restaurant at Arizona State University. During 2016, the chain added quinoa, salads and lighter small plates in response to consumer interest in healthier eating, and opened a Test Kitchen in Scottsdale to develop products and collect customer feedback. It also closed all three restaurants in Ohio and all three in Louisiana, while opening five restaurants in Florida, four in Texas and one in Arkansas.\n\nAt the end of 2017, Pei Wei announced its separation from P.F. Chang's China Bistro. The change resulted in a headquarters relocation from Scottsdale to Irving, Texas. It also prompted a major visual and naming refresh: the longstanding logo was replaced with a tiger logo, and the business began trading as Pei Wei Asian Kitchen in February 2018. On June 5, 2019, Pei Wei was sold to PWD Acquisition LLC. The chain operates primarily in the United States; its website describes dine-in, pickup, delivery-friendly ordering and catering, and provides online ordering and a restaurant locator, while Pei Wei Rewards offers points, member offers and ordering features. The brand reports approximately 110 U.S. locations and says it continues to grow into new markets in 2026.", "aliases": [ "Pei Wei", "Pei Wei Asian Kitchen" ], "entityType": null, "l1Slug": "consumer-discretionary", "l1": "Consumer Discretionary", "l2Slug": "consumer-services", "l2": "Consumer Services", "l3Slug": "hotels-restaurants-leisure", "l3": "Hotels, Restaurants & Leisure", "l4Slug": "restaurant-other", "l4": "Other Restaurant Chains", "country": "United States", "headquarters": "Irving, Texas, United States", "operatingMarkets": [ "United States" ], "foundedYear": 2000, "founder": "Paul Fleming · Rick Federico", "website": "https://www.peiwei.com", "websiteHost": "peiwei.com", "parentCompany": null, "owner": "PWD Acquisition LLC", "groupOrHouse": null, "listedStatus": "private", "ticker": null, "status": "active", "enrichmentStatus": "wiki_ok", "typicalProducts": [ "Wok-fired pan-Asian entrées", "Rice dishes", "Noodle dishes", "Small plates", "Salads", "Vegetarian options", "Gluten-free options", "Chinese and Pan-Asian fast-casual dishes", "Wok-fired chicken and steak entrées", "Dumplings", "Lettuce wraps", "Group meals and catering" ], "flagshipOfferings": [ "Made-to-order wok-fired entrées", "Customizable rice and noodle meals", "Pan-Asian small plates", "Salads and lighter menu items", "Firecracker Chicken", "Signature Chicken Lettuce Wraps", "Chicken Pad Thai", "Mongolian Steak", "Thai Coconut Curry Chicken", "Sweet Soy Chicken Dumplings", "Honey Mango Chili Chicken", "Pei Wei Feasts" ], "positioning": "Fast-casual pan-Asian dining combining counter-service convenience with made-to-order wok cooking, customization and a more contemporary alternative to traditional full-service Asian restaurants.", "wikiPathKey": "Pei_Wei_Asian_Diner", "wikiTitle": "Pei Wei Asian Diner", "wikidataId": null, "sameAs": [ "https://www.peiwei.com", "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" ], "claimStatus": "unverified", "updatedAt": "2026-10-16T17:51:58.262Z", "generatedAt": "2026-08-21T22:26:38.165Z", "executives": [], "news": [ { "headline": "Pei Wei is sold to PWD Acquisition LLC", "year": 2019, "summary": "Pei Wei was sold to PWD Acquisition LLC on June 5, 2019.", "tags": [ "mna" ], "isScandal": false, "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "headline": "Pei Wei separates from P.F. Chang's and adopts Pei Wei Asian Kitchen name", "year": 2018, "summary": "Following its separation from P.F. Chang's, Pei Wei moved its headquarters to Irving, Texas, introduced a tiger logo and formally changed its trading name to Pei Wei Asian Kitchen.", "tags": [ "mna" ], "isScandal": false, "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "headline": "Pei Wei launches mobile ordering application", "year": 2016, "summary": "The company released a mobile app for restaurant discovery, menu access, ordering and payment.", "tags": [ "product_launch" ], "isScandal": false, "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "headline": "Pei Wei closes restaurants in Ohio and Louisiana", "year": 2016, "summary": "The company withdrew from Ohio and Louisiana, closing all three restaurants in each state, while adding restaurants in Florida, Texas and Arkansas.", "tags": [ "other" ], "isScandal": false, "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "headline": "Pei Wei launches customer loyalty program", "year": 2015, "summary": "The company introduced a points-based loyalty program that allowed customers to earn rewards, including complimentary food.", "tags": [ "campaign" ], "isScandal": false, "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "headline": "Pei Wei introduces Apple Pay across its locations", "year": 2015, "summary": "Pei Wei rolled out Apple Pay acceptance throughout its restaurant system.", "tags": [ "other" ], "isScandal": false, "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "headline": "Pei Wei opens its first college-campus location", "year": 2015, "summary": "The brand opened a restaurant on the Arizona State University campus.", "tags": [ "other" ], "isScandal": false, "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "headline": "Pei Wei reaches 200 locations", "year": 2015, "summary": "The chain opened its 200th location in Richardson, Texas.", "tags": [ "other" ], "isScandal": false, "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "headline": "Centerbridge Partners acquires P.F. Chang's China Bistro", "year": 2012, "summary": "Centerbridge Partners acquired P.F. Chang's China Bistro, making the restaurant company an indirect wholly owned subsidiary of Wok Parent L.L.C. and placing Pei Wei within that ownership structure at the time.", "tags": [ "mna" ], "isScandal": false, "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "headline": "Pei Wei reaches 100 United States locations", "year": 2006, "summary": "The chain opened its 100th location in Little Rock, Arkansas.", "tags": [ "other" ], "isScandal": false, "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "headline": "Pei Wei enters California", "year": 2002, "summary": "The sixth Pei Wei location opened in Irvine, California.", "tags": [ "other" ], "isScandal": false, "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "headline": "Pei Wei expands beyond Arizona with a Dallas restaurant", "year": 2001, "summary": "The chain opened its fourth restaurant in Dallas, Texas, marking an early step in its national expansion.", "tags": [ "other" ], "isScandal": false, "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "headline": "Pei Wei opens its first restaurant in Scottsdale", "year": 2000, "summary": "P.F. Chang's China Bistro introduced Pei Wei as a fast-casual pan-Asian restaurant concept, with the first location opening in Scottsdale, Arizona.", "tags": [ "other" ], "isScandal": false, "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" } ], "encyclopedia": { "history": "Pei Wei was created in 2000 by P.F. Chang's China Bistro as a separate fast-casual concept. The strategic purpose was to serve pan-Asian food through a faster, less formal format while preserving P.F. Chang's position in full-service dining. Paul Fleming and Rick Federico are identified with the creation of the chain. Its first restaurant opened in Scottsdale, Arizona, in 2000.\n\nThe early development program emphasized a compact restaurant format, counter ordering and made-to-order preparation. Pei Wei's kitchens used wok cooking and an open-concept presentation, giving customers a visible connection to food preparation. The concept also allowed customization, including vegetarian and gluten-free choices. A fourth location opened in Dallas in December 2001, followed by the chain's sixth location in Irvine, California, in June 2002.\n\nExpansion accelerated during the 2000s. Pei Wei opened its 100th restaurant in Little Rock, Arkansas, in October 2006. By 2010, it had approximately 168 locations, with its largest concentrations in California, Texas, Arizona and Florida and additional development in the Northeast and Midwest. The chain continued to grow to 200 locations in October 2015, when it opened a restaurant in Richardson, Texas.\n\nThe company pursued international franchising as well as domestic growth. An agreement with Alsea supported an entry into Mexico, where the first restaurant opened in 2012. The Mexico City restaurants did not meet expectations and all three were closed by the end of 2014. Pei Wei entered Kuwait in August 2012 through M.H. Alshaya Co.; the same franchise partner opened the first Dubai location in April 2013. In September 2016, Pei Wei entered South Korea through ELX Food & Beverage, opening at Starfield Hanam in Seoul's metropolitan area and announcing an intended broader rollout.\n\nPei Wei also modernized its customer relationship and ordering systems. A loyalty program launched in July 2015, and the chain adopted Apple Pay across its restaurants the following month. Its mobile application, released in September 2016, enabled customers to locate restaurants, review menus, place takeout orders and pay digitally. In August 2015, the brand opened its first college-campus restaurant at Arizona State University.\n\nDuring 2016, Pei Wei adjusted both its footprint and its menu. It closed all three restaurants in Ohio and all three in Louisiana, while opening five restaurants in Florida, four in Texas and one in Arkansas. At the same time, it began a substantial repositioning around lighter and more health-oriented eating. Quinoa, salads and lighter small plates were added, and a Test Kitchen opened in Scottsdale to develop products and collect customer feedback.\n\nAt the end of 2017, Pei Wei announced its separation from P.F. Chang's China Bistro. The change resulted in a headquarters relocation from Scottsdale to Irving, Texas. It also prompted a major visual and naming refresh: the longstanding logo was replaced with a tiger logo, and the business began trading as Pei Wei Asian Kitchen in February 2018.\n\nOn June 5, 2019, Pei Wei was sold to PWD Acquisition LLC. Publicly supplied reference material identifies the chain as operating primarily in the United States, with 119 locations stated in the referenced Wikipedia text. The brand's present identity remains centered on fast-casual service, wok-fired cooking, pan-Asian menu items and customer customization.\n\nPei Wei’s documented history begins in 2000, when the brand was founded in Scottsdale, Arizona. Its stated concept is a fast-casual Asian kitchen that adapts chef-inspired Chinese and Pan-Asian recipes to a fast-service setting. The available source does not name the founders or explain the circumstances of the company’s launch, so those details cannot be established from the supplied evidence.\n\nThe brand’s account of its operating approach centers on made-to-order preparation and wok-fired cooking. It says dishes are handcrafted using house-chopped vegetables, whole cuts of protein, and other premium ingredients. Pei Wei presents this preparation style as a distinguishing feature compared with steam-table and pre-batched concepts. The company also describes customization, such as adjusting spice levels or swapping proteins, as part of its offer.\n\nIts menu illustrates the Chinese and broader Pan-Asian scope of the concept. Named dishes include Firecracker Chicken, Signature Chicken Lettuce Wraps, Chicken Pad Thai, and Mongolian Steak, alongside Thai Coconut Curry Chicken and dumplings. The current homepage additionally highlights Honey Mango Chili Chicken and promotes Pei Wei Feasts for parties or events. The evidence describes these as current menu or promotional offerings; it does not establish when any individual dish was first introduced.\n\nPei Wei’s service formats include dining in, pickup, delivery-friendly ordering, and catering. The website supports online ordering and location searches, while Pei Wei Rewards is presented as a membership program with points, member-only offers, and ordering features. These tools extend the brand’s fast-casual proposition beyond ordering at a restaurant counter.\n\nIn its current company description, Pei Wei reports approximately 110 locations across the United States and says it continues to grow into new markets in 2026. The supplied sources do not identify a parent company or owner, provide a detailed chronology of locations or market entries, or name current executives. Accordingly, the available record supports the brand’s founding location, broad concept, menu, service channels, rewards program, and stated present-day U.S. footprint, but not a fuller corporate ownership or leadership history.\n\nOn June 5, 2019, Pei Wei was sold to PWD Acquisition LLC. The chain operates primarily in the United States. Its website describes dine-in, pickup, delivery-friendly ordering and catering, and provides online ordering and a restaurant locator, while Pei Wei Rewards offers points, member offers and ordering features. The brand reports approximately 110 U.S. locations and says it continues to grow into new markets in 2026. Its present identity remains centered on fast-casual service, wok-fired cooking, pan-Asian menu items and customer customization.", "milestones": [ { "year": 2000, "title": "First Pei Wei restaurant opens", "summary": "The first Pei Wei location opened in Scottsdale, Arizona, as a fast-casual concept created by P.F. Chang's China Bistro.", "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "year": 2001, "title": "Expansion reaches Texas", "summary": "The chain opened its fourth location in Dallas in December.", "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "year": 2002, "title": "First California location opens", "summary": "Pei Wei entered California with its sixth restaurant in Irvine.", "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "year": 2006, "title": "100th location opens", "summary": "The 100th United States restaurant opened in Little Rock, Arkansas.", "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "year": 2012, "title": "International franchising begins in Mexico and Kuwait", "summary": "Pei Wei announced Mexican franchising and opened its first Kuwait restaurant through M.H. Alshaya Co.", "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "year": 2013, "title": "First Dubai location opens", "summary": "M.H. Alshaya Co. opened Pei Wei's first restaurant in Dubai in April.", "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "year": 2015, "title": "Loyalty, digital payments and campus expansion", "summary": "Pei Wei launched its loyalty program, rolled out Apple Pay and opened its first college-campus restaurant at Arizona State University.", "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "year": 2015, "title": "200th location opens", "summary": "The chain opened its 200th location in Richardson, Texas, in October.", "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "year": 2016, "title": "Test Kitchen and menu repositioning", "summary": "Pei Wei opened a Scottsdale Test Kitchen and expanded quinoa, salads and lighter small plates as part of a health-oriented rebranding.", "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "year": 2016, "title": "South Korean entry", "summary": "The chain opened its first East Asian location at Starfield Hanam in South Korea through ELX Food & Beverage.", "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "year": 2018, "title": "Rebrand as Pei Wei Asian Kitchen", "summary": "After separating from P.F. Chang's, the company moved its headquarters to Irving, introduced a tiger logo and adopted the Pei Wei Asian Kitchen trading name.", "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "year": 2019, "title": "Acquisition by PWD Acquisition LLC", "summary": "Pei Wei was sold to PWD Acquisition LLC on June 5.", "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "year": 2000, "title": "Founded in Scottsdale, Arizona", "summary": null, "sourceUrl": "https://www.peiwei.com/info/who-we-are/" }, { "year": 2026, "title": "Continued U.S. market growth", "summary": "The brand reports approximately 110 U.S. locations and says it continues to grow into new markets in 2026.", "sourceUrl": "https://www.peiwei.com/info/who-we-are/" } ], "products": [ { "name": "Wok-fired entrées", "category": "Main dishes", "description": "Wok-fired entrées are central to Pei Wei's proposition. Food is prepared to order using high-heat wok cooking, with the format intended to deliver the speed of fast food while retaining visible preparation and the flavor associated with stir-frying. The category covers pan-Asian flavor profiles and can generally be adapted to customer preferences where the menu permits.", "launchedYear": 2000, "status": "active" }, { "name": "Rice and noodle dishes", "category": "Main dishes", "description": "Rice and noodle dishes form a substantial part of the chain's pan-Asian menu. They are designed as convenient, customizable meals for counter-service and takeout occasions, with proteins, vegetables and sauces combined in made-to-order preparations. The format supports the brand's broad interpretation of Asian cuisine rather than a menu limited to one national tradition.", "launchedYear": 2000, "status": "active" }, { "name": "Small plates", "category": "Appetizers and lighter meals", "description": "Small plates provide shareable or lighter alternatives to the chain's main wok dishes. During the 2016 repositioning, Pei Wei added lighter small-plate choices as part of a broader attempt to respond to demand for more health-conscious dining. The category complements the fast-casual format by allowing flexible meal sizes and combinations.", "launchedYear": 2016, "status": "active" }, { "name": "Salads and quinoa offerings", "category": "Salads and lighter options", "description": "Salads and quinoa-based items were introduced or expanded during the 2016 rebrand. These products broadened the menu beyond traditional rice and noodle entrées and were intended to support a lighter, more health-oriented positioning. They also gave customers additional vegetarian and customization possibilities.", "launchedYear": 2016, "status": "active" }, { "name": "Vegetarian and gluten-free options", "category": "Dietary options", "description": "Pei Wei offers customization that includes vegetarian and gluten-free options where supported by the menu and preparation process. These choices are part of the brand's effort to make a made-to-order pan-Asian menu adaptable to different dietary preferences.", "launchedYear": null, "status": "active" }, { "name": "Firecracker Chicken", "category": null, "description": "Lightly battered chicken tossed in sweet and spicy Firecracker sauce and topped with scallions.", "launchedYear": null, "status": null }, { "name": "Signature Chicken Lettuce Wraps", "category": null, "description": "House-ground chicken with shiitake mushrooms, scallions, water chestnuts, and garlic, served with lettuce cups.", "launchedYear": null, "status": null }, { "name": "Chicken Pad Thai", "category": null, "description": "Chicken, rice noodles, egg, bean sprouts, and scallions in a sweet-and-sour sauce, topped with peanuts, cilantro, and lime.", "launchedYear": null, "status": null }, { "name": "Mongolian Steak", "category": null, "description": "Wok-seared steak with garlic, scallions, and mushrooms in a rich, sweet soy sauce.", "launchedYear": null, "status": null }, { "name": "Honey Mango Chili Chicken", "category": null, "description": "Crispy chicken and mango tossed in honey mango sauce with chili flakes and served with lime.", "launchedYear": null, "status": null } ], "campaigns": [ { "year": 2016, "name": "Health-oriented brand repositioning", "markets": [ "United States" ], "summary": "Pei Wei undertook a broad rebranding effort focused on the growing consumer interest in healthier eating. The initiative included quinoa, a salad category and lighter small plates, supported by menu testing at a new Scottsdale Test Kitchen.", "outcome": "The campaign broadened the menu and repositioned the brand around lighter choices and contemporary fast-casual dining.", "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "year": 2018, "name": "Tiger-logo and Pei Wei Asian Kitchen rebrand", "markets": [ "United States" ], "summary": "Following separation from P.F. Chang's, Pei Wei hired a new creative agency, replaced its longtime logo with a tiger mark and changed its trading name to Pei Wei Asian Kitchen.", "outcome": "The company established a more independent visual and verbal identity.", "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" } ], "scandals": [], "decisions": [ { "year": 2016, "type": "strategy", "title": "Withdraw from Ohio and Louisiana while adding restaurants elsewhere", "context": "Pei Wei adjusted its domestic footprint during a period of menu and brand repositioning.", "action": "The company closed all three Ohio restaurants and all three Louisiana locations, while opening restaurants in Florida, Texas and Arkansas.", "aftermath": "The change concentrated the system in selected markets and reduced its presence in the two exited states.", "financials": null, "competitorReactions": [], "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "year": 2017, "type": "strategy", "title": "Separate from P.F. Chang's China Bistro", "context": "Pei Wei had originally been created as a P.F. Chang's fast-casual counterpart, but the business later pursued greater organizational and brand independence.", "action": "The company announced its separation from P.F. Chang's at the end of 2017 and relocated its headquarters from Scottsdale to Irving, Texas.", "aftermath": "The separation was followed by a new logo and the Pei Wei Asian Kitchen trading name in February 2018.", "financials": null, "competitorReactions": [], "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "year": 2019, "type": "mna", "title": "Sale to PWD Acquisition LLC", "context": "Pei Wei changed ownership after its period as a concept associated with P.F. Chang's China Bistro.", "action": "PWD Acquisition LLC acquired Pei Wei on June 5, 2019.", "aftermath": "The transaction made PWD Acquisition LLC the identified owner in the supplied reference material.", "financials": null, "competitorReactions": [], "sourceUrl": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" } ], "sources": [ { "title": "Pei Wei Asian Diner", "url": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "title": "Pei Wei Asian Kitchen | Authentic Chinese Food Made Fresh Daily", "url": "https://www.peiwei.com" }, { "title": "About Pei Wei: Our Brand Story and Values", "url": "https://www.peiwei.com/info/who-we-are/" } ], "needsReview": true }, "sources": [ { "title": "Pei Wei Asian Diner", "url": "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" }, { "title": "Pei Wei Asian Kitchen | Authentic Chinese Food Made Fresh Daily", "url": "https://www.peiwei.com" }, { "title": "About Pei Wei: Our Brand Story and Values", "url": "https://www.peiwei.com/info/who-we-are/" } ], "jsonLd": [ { "@context": "https://schema.org", "@type": "Organization", "@id": "https://worldbrand.ai/brand-wiki/pei-wei-asian-diner#entity", "name": "Pei Wei Asian Diner", "url": "https://worldbrand.ai/brand-wiki/pei-wei-asian-diner", "description": "Pei Wei is a U.S. fast-casual Asian kitchen serving made-to-order, wok-fired Chinese and Pan-Asian dishes.", "sameAs": [ "https://www.peiwei.com", "https://en.wikipedia.org/wiki/Pei_Wei_Asian_Diner" ], "foundingDate": "2000", "founder": { "@type": "Person", "name": "Paul Fleming · Rick Federico" }, "address": { "@type": "PostalAddress", "addressLocality": "Irving, Texas, United States", "addressCountry": "United States" }, "alternateName": [ "Pei Wei", "Pei Wei Asian Kitchen" ] }, { "@context": "https://schema.org", "@type": "WebPage", "@id": "https://worldbrand.ai/brand-wiki/pei-wei-asian-diner", "name": "Pei Wei Asian Diner", "url": "https://worldbrand.ai/brand-wiki/pei-wei-asian-diner", "dateModified": "2026-10-16T17:51:58.262Z", "isPartOf": { "@type": "Dataset", "name": "Brand Wiki", "url": "https://worldbrand.ai/brand-wiki" }, "publisher": { "@type": "Organization", "name": "WorldBrand.ai", "url": "https://worldbrand.ai" }, "publishingPrinciples": "https://worldbrand.ai/brand-wiki/editorial-policy", "mainEntity": { "@id": "https://worldbrand.ai/brand-wiki/pei-wei-asian-diner#entity" }, "speakable": { "@type": "SpeakableSpecification", "cssSelector": [ "h1", "[data-brandwiki-speakable='definition']" ] } }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Brand Wiki", "item": "https://worldbrand.ai/brand-wiki" }, { "@type": "ListItem", "position": 2, "name": "Pei Wei Asian Diner", "item": "https://worldbrand.ai/brand-wiki/pei-wei-asian-diner" } ] } ] }