Pei Wei Asian Diner LLC recently revealed a design overhaul of some of its restaurants. The move is part of a larger strategy that includes a menu revamp and a new smartphone app. Take a look inside the new Pei Wei.
Ron Ruggless
Pei Wei is researching which ways to best package and position items on the digital menu boards, such as these in the Addison, Texas, unit, and on the brand’s website.
Pei Wei Asian Diner LLC
Exterior signage of the newer location in West Palm Beach, Fla., includes signage that emphasizes the “fresh kitchen.”
Pei Wei Asian Diner LLC
To help in testing restaurant elements, especially new menu items, Pei Wei in July will officially open its new consumer-facing Pei Wei Test Kitchen, a reflagged nine-year-old unit in the Grayhawk shopping mall in northeast Scottsdale, Ariz.
Ron Ruggless
While some Pei Wei restaurants are getting a renovation in the six figures, others are getting what Dover calls a “refresh,” which includes pops of color and require no construction permits or closures.
Ron Ruggless
Pei Wei CMO Clay Dover said the restaurant is working to expand its menu. The brand recently added quinoa, with a 99-cent upcharge, as an option instead of rice or noodles.
Pei Wei Asian Diner LLC
Restaurants opened over the past year, including this one in West Palm Beach, Fla., include the brand’s prototypical lighter woods and images of fresh vegetables.
Ron Ruggless
The 222-unit Pei Wei chain has rebranded some of its older restaurants, such as this one in Addison, Texas, with lighter colors and pops of color in a full-scale remodeling.
