New kid on the wok

P.F. Chang's brings upscale
approach to new markets

Eating at a Chinese restaurant is not typically considered to be an upscale dining experience, but P.F. Chang's China Bistro is seeking to dispel that notion.

P.F. Chang’s offers intensely flavored, highly memorable culinary creations, prepared from the freshest ingredients, including premium herbs and spices imported directly from China. The  menu offers an array of taste, texture, color and aroma.

The menu shuns the "one from column A and one from column B'' approach, capturing the distinct flavors and styles of the five major culinary regions of China: Canton, Hunan, Mongolia, Shanghai and Szechwan. The menu is highlighted by dishes such as Chang's Spicy Chicken, Orange Peel Beef, Peking Ravioli, Chicken in Soothing Lettuce Wrap, and Szechwan-Style Long Beans and Dan Noodles.

The chain also offers valet parking at nearly all of its locations, somewhat out of character for a Chinese restaurant.

"P.F. Chang's takes what most people like about Chinese restaurants -- a certain authenticity and exoticness -- and eliminates what usually puts them off -- sometimes questionable food quality, cleanliness and service," said Peter Romeo, editor of Restaurant Business, a New York City-based trade publication.

"P.F. Chang's brilliant stroke was saying, 'Let's take an upscale Chinese menu, make it pretty authentic in terms of the food, and when it comes to service, cleanliness, comfort -- all those things that Americans have come to expect from restaurants in the same price range -- we're going to deliver a high-end experience.' "

P.F. Chang's China Bistro recently announced the addition of seven new dishes to its menu nationwide. "Menu development is a continual process at P.F. Chang's. We want to keep our menu fresh and interesting for our guests," said Corporate Executive Chef Paul Muller.  "These new menu items, developed by our team of culinary partners, are inspired by traditional Chinese recipes and like the rest of our menu are representative of the different types of regional cuisine found in China."

Four of the new menu items are true vegetarian dishes. While P.F. Chang's has always modified dishes to accommodate vegetarians, these new items have been developed using vegetarian oyster sauce. Traditional oyster sauce, made from the extract of oysters, imparts a briny flavor to food. Vegetarian oyster sauce replaces the oyster extract with mushroom; imparting a slightly earthier flavor to the dish. The vegetarian selections are intensely flavored and satisfying and are great as an entree or as a side dish. To help guests easily identify which of the menu items are true vegetarian dishes, P.F. Chang's has labeled these dishes with the Chinese character for vegetarian.

When asked what prompted the addition of these true vegetarian items, Muller responded, "about five percent of the emails I receive from guests are requests for vegetarian dishes. In China a vegetarian dish is always served with the meal -- now we can offer a greater variety of dishes to our vegetarian guests or those who are looking to include vegetarian dishes in their diet." 

P.F. Chang's offers a unique atmosphere.