Inside P.F. Chang’s data and social media overhaul

When Dwayne Chambers joined Asian-themed restaurant chain P.F. Chang’s China Bistro from Krispy Kreme around two years ago, he noticed the company had too many agencies, consultancies and research firms — 13 — for its small marketing budget and wasn’t doing enough to attract new consumers and keep existing ones. So Chambers decided to overhaul the chain’s marketing with a digital focus.


In the restaurant industry, typically 3-6 percent of a company’s sales goes to marketing; at P.F. Chang’s, it was less than 1 percent. So Chambers consolidated the 13 agencies to one media shop, one public relations firm and one video production company, putting the savings toward internal creative and digital marketing efforts.

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