P.F. Chang’s customers now have more control over how much Chang’s Spicy Chicken ends up on their plate.
The Asian casual-dining chain on Wednesday unveiled a new menu that includes two portion sizes for entrees at different price points.
For instance, in the Chicago market, a traditional serving of Chang’s Spicy Chicken costs $19.59, while the medium version costs $17.99.
Customers can now also order some appetizers, such as Chang’s signature lettuce wraps, in half sizes for a lower price.
The chain said the expanded options give customers more flexibility in how they order at P.F. Chang’s, including mixing and matching different apps.
The 221-unit chain is just the latest restaurant chain to try smaller portions to appeal to customers who are either watching their spending or taking weight loss drugs that suppress their appetite. Last week, Olive Garden announced that it is testing smaller helpings at some restaurants in an effort to give customers more affordable choices, and has seen positive results.
Serving size is not the only change on P.F. Chang’s menu. In another nod to consumer demand for value, it is rolling out a line of cocktails for $8.99, including seasonal varieties such as the Blood Orange Margarita and Peartini.
The chain said the new Cocktail Collection offers quality drinks at an approachable price at a time when cocktail prices are rising.
P.F. Chang’s is also tapping into another strategy that is gaining traction among restaurant chains: bringing back old items based on popular demand. The new menu features the return of garlic noodles following “a frenzy of social media requests,” Chang’s said. The shareable side was priced at $11.99 in the Chicago market.
The new additions build upon bargain-priced lunch and dinner specials introduced earlier this year. The lunch deal starts at $13.99 and includes a soup or salad, appetizer, base and entree, while the dinner special starts at $16.99.
The changes continue a shift at P.F. Chang’s from an upscale casual-dining chain to a more populist brand. Last month, it launched its first ever movie tie-in, the Freakier Flavors menu, in partnership with Disney’s “Freakier Friday.” It featured three entrees, two beverages and a dessert that nodded to the “Freaky Friday” sequel.
It is promoting the latest update with a social media campaign starring comedian Atsuko Okatsuka.
"With the launch of this new menu, we're putting guests' favorites front and center," said Sonika Patel, CMO of P.F. Chang's, in a statement. "From $8.99 handcrafted cocktails to flexible portions and new shareable dishes, we're giving people more ways to enjoy P.F. Chang's any day of the week."
P.F. Chang’s struggled last year, with sales down 3% systemwide, according to Technomic data. In April, it promoted longtime COO Brad Hill to the chief executive position.
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