Pei Wei Asian Diner plans 11 Korean stores
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Pei Wei Asian Diner, the fast casual pan-Asian US restaurant chain, has opened the first of 11 restaurants planned for South Korea.
Known for bold flavors and an affordable Asian-inspired menu, the US company has partnered with ELX Food & Beverage, led by chef Justin Choi for its first foray into Asia.
The inaugural store has opened at Starfield Hanam, the country’s largest shopping mall. 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.
Choi will supervise the brand in Korea and Pei Wei will offer its characteristic ‘scratch and open kitchen’, which allows customers to see the cooking process that includes Chinese woks.
Pei Wei is the second brand of the globally popular P F Chang’s which was brought by ELX F&B to the South Korean 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 Pei Wei menu in Korea will feature the same items popular in the US, 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.
Founded in 2000, in Scottsdale, Arizona, Pei Wei owns and operates more than 200 restaurants in the US, Middle East, South Korea and airports.
Questions & Answers
Q.Which company is partnering with Pei Wei Asian Diner for its expansion into South Korea?
Which company is partnering with Pei Wei Asian Diner for its expansion into South Korea?
The US company is partnering with ELX Food & Beverage for its first venture into Asia. This local partner is led by chef Justin Choi, who will supervise the brand in Korea.
Q.Where has the first Pei Wei restaurant opened in South Korea?
Where has the first Pei Wei restaurant opened in South Korea?
The inaugural Pei Wei store in South Korea has opened at Starfield Hanam. This location is described as the country's largest shopping mall.
Q.How many Pei Wei locations are planned to open in South Korea by the end of 2017?
How many Pei Wei locations are planned to open in South Korea by the end of 2017?
Pei Wei Asian Diner plans to open a total of 11 restaurants in South Korea. After the first opening, the company intends to open 10 more by the end of 2017.
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