Pei Wei Asian Diner arrives in South Korea
Ten more are set to come before 2018.
The US-based pan-Asian restaurant opened its first Asia location in South Korea at Starfield Hanam, the country’s largest shopping mall.
Partnering in South Korea with ELX Food & Beverage, led by Chef Justin Choi, Pei Wei will offer quality Asian dishes with daily prepared and hand-cut ingredients in a fast casual dine-in setting. The brand's characteristic scratch and open kitchen will allow customers to look into how their food will be prepared.
The menu will feature the same signature dishes the brand serves in the U.S., including the Lo Mein and Quinoa & Fire Chicken, the "Wok Classics” Noodle & Rice bowl options, soups, salads and “Small Plate” offerings.
Pei Wei is the second brand of P.F. Chang’s Inc. which was brought by ELX F&B to the South Korea market.
“South Korea’s sophisticated yet practical customers are a perfect target for Pei Wei’s simple, yet healthy and high-quality dishes,” said Kwak Ki-hoon, CEO of ELX F&B.
“Through our insights and experience behind our successful launch of P.F. Chang’s, I look forward to leading local dining trends through Pei Wei’s flavorful selection and fresh offerings.”
The company is planning to open 10 more Pei Wei locations by end of 2017 including Daejeon Galleria Department Store and Busan Seomyun Lotte Department Store.
“We are thrilled to open our first Pei Wei restaurant in Asia and are looking forward to serving delicious food to the South Korean consumers in a modern, practical and efficient setting,” Steve Winters, Director of Operations for Pei Wei globally, said.
“We believe that our partner ELX will do a fantastic job operating the brand in South Korea.”
