P.F. Chang’s Federico named 2012 Norman Award winnerP.F. Chang’s Federico named 2012 Norman Award winner

Richard L. Federico, who has led the growth and development of P.F. Chang’s China Bistro and its Pei Wei Asian Diner concept since 1996, has been selected as this year’s winner of the Norman Award from Nation’s Restaurant News.

Named for the late Norman Brinker, the “Norman” honors extraordinary leadership in a restaurant executive who consistently mentors and inspires future industry leaders. Federico will be recognized during the 53rd annual MUFSO Super Show conference in Dallas, Sept. 30-Oct. 2.

“Among Norman Brinker’s many gifts to the restaurant industry was his passion for mentoring future leaders,” said NRN publisher Randall Friedman. “That passion is reflected in the career of Richard Federico, and we look forward to honoring Rick’s leadership skills during this year’s MUFSO Conference.”

Since joining P.F. Chang’s China Bistro Inc. in 1996, Federico has been at the forefront of the company’s rapid growth. The chain of P.F. Chang’s casual-dining bistros, which debuted in 1993, has grown to 204 restaurants in 39 states, and its fast-casual sibling Pei Wei, which debuted in 2000, has grown to 173 units in 23 states. In April the company unveiled its newest concept: Pei Wei Asian Market, with a faster service style and lower price point than its Asian Diner brand.

Federico served as the company’s chief executive from 1997 to 2009, and he has been co-chief executive since that time. He has also been chairman since 2000.

Federico began his career with Norman Brinker as a manager at Steak and Ale, and later worked at Orville Beans and Bennigan’s restaurants. He went on to develop Grady’s Goodtimes, serving as co-founder/partner and vice president of operations until Brinker International acquired Grady’s in 1989. Upon joining Brinker, he served as senior vice president and concept head for Macaroni Grill.

“Few restaurant industry leaders follow the same principles embodied by Norman, but after knowing Rick Federico for many years, he is without a doubt the perfect honoree for this year’s Norm Award,” said Doug Brooks, chairman, president and chief executive of Brinker International. “In all aspects of his life, Rick exudes extraordinary leadership skills and passion. He’s a great leader, and more than that, a great people person.”

Of Federico’s time with Brinker International, Brooks said, “He brought a charismatic attitude and qualities inherent of Norman each and every day through fresh ideas, innovation and vision. At P.F. Chang’s he continues this great work, serving as a valued leader in our industry.”

Lane Cardwell, president of P.F. Chang’s, agreed.

“Rick is the kind of restaurant leader that inspired the creation of the Norman Brinker Award,” he said. “He is a teaching and coaching leader who encourages the talents of an individual to emerge and develop.”

Cardwell added, “Rick creates a positive environment that gets the best from his people. He is that rare blend of seasoned operator and strategic visionary who has built restaurant concepts and restaurant companies. He is as comfortable in the kitchen of one of his restaurants as he is in the boardroom of one of the country’s largest casual-dining companies.”

In addition to his restaurant-industry involvement, Federico is a founding director of Chances for Children and a board member of the Arizona Youth Hockey Foundation, the notMYkid organization and the Banner Alzheimer’s Institute. He is a graduate of the University of Tennessee.

Norman Brinker, chairman emeritus and former chief executive of Brinker International, died June 9, 2009, at age 78. He founded the company in 1983, retiring in 2001 after building it into one of the world’s leading casual-dining restaurant organizations.

The Norman Award was launched in 2010 with Brooks as the first recipient. Phil Hickey, former chairman and chief executive of Rare Hospitality International, received the award in 2011.

For information about MUFSO and to register visit www.mufso.com, or call (813) 627-6992.

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