Pei Wei Takes Futuristic Approach To Menu With New Test Kitchen

Open concept cooking taps into real-time guest feedback on menu innovation

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Oct 25, 2016, 07:18 ET

SCOTTSDALE, Ariz., Oct. 25, 2016 /PRNewswire/ -- Pei Wei, the leader in delivering a handcrafted Pan-Asian culinary experience, is breaking new ground in menu innovation with the launch of the Pei Wei Test Kitchen, located near company headquarters. The open-to-the-public restaurant in Scottsdale offers a glimpse into the brand's future. At this location only, participating guests can provide input on more than 30 new and refined dishes being tested for possible national rollout as part of the company's 2017 rebrand.

The Pei Wei Test Kitchen will gather guest feedback on a range of healthy, flame-grilled menu items and never-before-offered new dishes that represent bold flavors and culinary traditions from across Asia. Options include new Asian Street Tacos (available in Korean BBQ, Banh Mi-Style and Teriyaki), Wok-Tossed Wings, Kimchi Fried Rice Bowls, Korean BBQ Steak Bibimbap, Spicy Peanut Chicken Satay Bowl, Vietnamese Chicken Pho and Pork Belly Ramen.

"The Pei Wei Test Kitchen will offer our guests innovative new dishes, reflective of our Pan-Asian approach, unlike anything currently available in the fast casual category. Our strategy continues to deliver on our brand promise of flavor with purpose – bold taste, optimized by fresh ingredients with nutritional benefits," said Pei Wei Chief Marketing Officer Clay Dover. "We will leverage our open concept kitchen to gather essential feedback from actual guests in real time to guide future decision-making. Our goal is to respond quickly to their input and market trends as we evolve our menu."

The company will utilize its My Wei Rewards member data to engage with and survey guests who have ordered a new Test Kitchen menu item.

In addition to the unique menu, which has been developed and executed from start to finish by Pei Wei's own chefs over many months, the restaurant features new interior and exterior artwork and signage that are all part of the process of measuring how guests connect with the brand's progressive look and feel.

The entire Pei Wei Test Kitchen menu can be viewed online here.

The Test Kitchen is located at 20851 N. Scottsdale Road in Grayhawk Plaza. Hours of operation include Sunday – Monday from 11 a.m. to 9 p.m. and Friday and Saturday from 11 a.m. to 9:30 p.m.

ABOUT PEI WEI
Founded in 2000, Scottsdale, Arizona-based Pei Wei is a Pan-Asian fast casual restaurant that offers guests a way to eat well, be well and live well. Pei Wei prepares each dish to order using freshly chopped ingredients, purposely chosen for nutrition as well as flavor, and in the tradition of ancient Asian cooking methods. Menu offerings include lettuce wraps, salads, sushi, quinoa bowls and Wok Classics that can be easily customized for any palate or diet, including gluten-free and vegetarian. Pei Wei owns and operates more than 200 restaurants in 21 states. For more information, visit www.peiwei.com, or find the latest Pei Wei news on Facebook, Twitter and Instagram.

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SOURCE Pei Wei