Marketing

P.F. Chang’s tries a late-night change into a nightclub

A unit in Miami is bringing in entertainment and focusing on craft cocktails in a bid for post-11 p.m. business Thursday through Saturday.
Photograph: Shutterstock

P.F. Chang’s is turning one of its restaurants into a nightclub Thursday through Saturday in an unusual bid for late night traffic.

The casual chain’s branch in Miami’s Brickell Village morphs into Chang’s After Dark at 11 p.m. For three hours on Thursdays and four hours on Friday and Saturday, guests can sample high craft cocktails, a different menu and entertainment from a DJ. Bottle service is also offered.

To look more like a late-night hot spot, curtains drop down to frame a low-lit bar.

Entrance to Chang’s After Dark is limited to adults over 21. 

The concept-within-a-concept is currently only offered at the Brickell Village restaurant. 

The transformation “allows guests to experience P.F. Chang's in an entirely new way, and they no longer need to leave the restaurant to continue their night out," Joseph Mongeluzzi, P.F. Chang's vice president of hospitality, said in a statement. 

The late-night menu includes chicken katsu and Mongolian sliders, and cocktails made with of-the-moment libations such as Hendrick’s gin, Knob Creek rye whiskey and Altos Anejo tequila. Boozy milkshakes are also offered.

Many casual chains have attempted to counter their segment’s slowdown in traffic by focusing on lunch and off-premise business. Few have focused on the late-night segment, an area that has been successfully targeted in recent years by quick-service restaurants that feature drive-thrus. 

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