SCOTTSDALE, Ariz.--(BUSINESS WIRE)--Pei Wei Asian Diner®, the pioneering fast casual pan-Asian restaurant known for its bold flavors and affordable Asian-inspired menu, opened its first Asia location in South Korea by launching its brand at Starfield Hanam, the country’s largest shopping mall.
Pei Wei leads the fast casual restaurant brands in the world by offering flavorful and high quality Asian dishes with daily prepared and hand-cut ingredients in a fast casual dine-in setting.
Pei Wei is partnering in South Korea with ELX Food & Beverage, led by Chef Mr. Justin Choi. Choi will supervise the brand in the market and Pei Wei will offer its characteristic scratch and open kitchen, which allows customers to enjoy dishes made from the freshest ingredients as well as a glance into the cooking process that includes the quintessential Chinese Wok as the cooking method.
Pei Wei is the second brand of the globally popular P.F. Chang’s Inc. who 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,” commented Steve Winters, Director of Operations for Pei Wei globally. “We believe that our partner ELX will do a fantastic job operating the brand in South Korea,” he finalized.
The menu items that Pei Wei is introducing are the same as items popular in the U.S., including its signature Lo Mein and Quinoa & Fire Chicken, in addition to the “Wok Classics” Noodle & Rice bowl options, soups, salads and “Small Plate” offerings.
About Pei Wei
Founded in 2000, Scottsdale, Arizona-based Pei Wei is an Asian-inspired fast-casual restaurant that prepares each dish to order in the tradition of ancient Asian cooking methods using freshly chopped ingredients. Menu offerings include lettuce wraps, salads, sushi and Wok Classics that can be easily customized for any palate or diet, including gluten-free and vegetarian. Pei Wei, recently named a 2016 Nation’s Restaurant News’ Consumer Picks Top 10, owns and operates more than 200 restaurants in the United States, Middle East, South Korea and Airports. For more information, visit PeiWei.com.
