2005 Consumers' Choice in Chains: Casual
P.F. Chang’s China Bistro

The premise seems simple enough: Take the Chinese-style cuisine Americans grew up ordering in and package it into a fun, contemporary restaurant chain that makes them want to dine out.

The not-so-simple execution of that formula is precisely why P.F. Chang’s China Bistro continues to be the only company to find large-scale success in the upscale-casual Asian market it created, says Chairman and CEO Rick Federico.

“The culinary challenges around doing this food authentically, with a high degree of integrity and using traditional cooking methods ... create a huge barrier to jumping into the space,” he says. “We’re the first full-service Asian concept that has been able to figure out a way to go from East Coast to West Coast, north to south.”

Company executives set the stage early with a standard of investment, both in time and money. This foundation allowed P.F. Chang’s not only to recruit and train the kitchen talent that would fuel the concept, but also to slowly establish a solid national presence, in the process winning over guests and the industry as one of the most-admired players in casual dining.

For customers, who regularly withstood two-hour waits at peak times before the chain instituted a reservations policy in late 2003, the experience begins with the high-energy environment, dramatically decorated with life-sized replicas of Xian warriors and murals depicting 12th century China. The real action, however, plays out in the kitchen and at the table.

“Most people have had experience with Asian or Chinese food, but what they haven’t experienced is a balance of flavors, textures and aromas,” Federico says.

Comfort and Attention
That’s where P.F. Chang’s rigorously trained servers step in, listening to diners’ orders and, if necessary, suggesting combinations that might mesh better. For example, if one member of a three-person party orders Chang’s Spicy Chicken, another Beef la Sichuan and the third Kung Pao Shrimp, the server might suggest replacing one or two of the spicy dishes with complementary options such as Cantonese scallops or a noodle dish.

“That gives guests a level of comfort that we know what we’re doing,” Federico says. “They may not take our suggestions, but they know we’re paying attention.”

In the kitchen, P.F. Chang’s dedication to food quality—evidenced by a Consumers’ Choice in Chains score surpassing all the other chains surveyed—begins with chef-partners, executive chefs who lead the kitchen and have purchased equity in the company. These leaders oversee a staff of 20-plus that includes two or three sous-chefs, wok cooks, line cooks and a prep team. For the wok staff in particular, the company pays special attention to training in the cooking process Federico refers to as an art.

“You’re dealing with incredibly high temperatures and quick cooking times,” he says. “Since you’re building each sauce to order, a couple seconds too short or too long can make a significant difference in the flavor profile of a dish.”

Beyond the menu, P.F. Chang’s woos customers with touches that make an impact, from higher-end wine glasses and upgraded flatware to a new line of specialty cocktails.

Gold Winner
Menu prices alone don’t tell the whole story of what value means at Mimi’s Cafe, a 93-unit, family-focused chain based in Tustin, Calif. It means variety, in a menu that dives deep into all three dayparts with more than 130 selections kept fresh with regular new-item rollouts and seasonal offerings. It means generous portions, with most entrées served with fresh-squeezed juice and a jumbo muffin at breakfast and house-made soup or salad at lunch and dinner.

And most recently, value at Mimi’s means the option of smaller, lower-priced portions on Small Bites menu that debuted last year. With 13 options ranging from Quiche Lorraine to Citrus Salmon, the Small Bites dishes now account for nearly 1,000 orders weekly at each restaurant. As Vice President of Marketing Lowell Petrie says, “Our food is our best marketing tool.”

Crystal Winner
The Cheesecake Factory does nothing halfway, from its 18-page menu featuring 50-plus desserts to lavish, sprawling restaurants that average $11 million in annual sales.

Serving more than 75 million guests each year at the chain’s 93 locations demands unit-level leadership that’s up to the challenge. That’s why Calabasas Hills, Calif.-based The Cheesecake Factory hires a manager for every $1 million in sales at each restaurant, allowing for proper coverage on the floor and true five-day work weeks that help the company attract top-notch employees.

In June, the forward-looking hain also bolstered its storied menu variety—an integral element to R&I’s Consumers’ Choice in Chains rankings—with 14 new items, including Buffalo Chicken Salad, BBQ Pulled Pork Sandwich, Dijon-Crusted Chicken and, of course, White Chocolate Caramel Latte Cheesecake.