PF CHANG’S director for International Marketing Genaro Perez (left), PF Chang’s restaurant co-founder Philip Chiang, PF Chang’s president for Global Brand Development Mike Welborn and Global Restaurant Concepts, Inc. president and CEO Archie Rodriguez.
Archie Rodriguez was not a Chinese food fan. Until he was introduced to P.F. Chang’s.
“I couldn’t get the food out of my mind,” he says. He then thought of the possibility of bringing his experience to Manila.
Rodriguez, owner of California Pizza Chicken and Orchard Road, is the president and CEO of Global Restaurant Concepts, Inc. He has made it his business to introduce, develop and operate unique and innovative restaurant concepts.
After three years of preparing, presenting and endless dialogue with the business group of P.F. Chang’s, he finally opened the first branch in Alabang Town Center. Also, their first Chinese bistro resto in Asia.
When asked about how much the franchise costs, Archie says that he wishes the information to be kept confidential. Although, he adds “that the fees were commensurate to our expectations of the brand and its management team.”
Though he admits that Global Restaurant Concepts is still small compared to other players, he is confident that his company will continue to add a unique variation to the Filipino palate in the near future.
What makes P.F. Chang’s so different from other Chinese restaurants in the world? Philip Chiang, one of the founders of P.F. Chang’s, says that it “all boils down to good food.”
In this Chinese resto, only the freshest ingredients are allowed in the kitchen. Absolutely, no sprinkling of monosodium glutamate (MSG) in their dishes.
The philosophy of “you order it, we cook it” is upheld. And they try to offer the best of both worlds.
With the familiar taste of Chinese food mixed with a bit of “contemporary trends,” P.F. Chang’s offers a unique cultural experience that makes diners keep coming back for more.
This is precisely what Rodriguez wanted to share to the Filipinos—whom he describes as people who love to eat and are not afraid to try out new dishes.
“I wanted to bring the concept of good food to Asia,” he says. “I was lucky that their group was into international expansion,” Archie adds.
EACH P.F. Chang’s resto in the world has a uniform design.
P.F. Chang’s now has more than 200 locations across the US, and branches in Mexico, Puerto Rico and the United Arab Emirates.
Going back to their food, the Asian-influenced cuisine offers dishes that are not oily nor greasy and will not make you feel bloated at the end of the meal.
“We do try to get the best ingredients from all over the world,” says Chiang. He says that among the many secrets of good food is in its preparation. He also discloses that their chefs do not use western knives rather they use Chinese cleavers to maintain the freshness of each ingredient.
To date, P.F. Chang’s has been serving great food for 19 years. It was in 1961 when Philip’s mother started serving Cantonese food. Years later, he followed his mother’s footsteps and improved on it.
He was running two other Chinese restaurants in Beverly Hills and West Hollywood when fellow restaurateur Philip Fleming approached him with an idea.
Together, they opened the first P.F Chang’s in 1993 in Scottsdale, Arizona. Sharing their vision, they also shared their creation’s name. The name P.F. stands for Philip Fleming, this is also a symbol of their partnership. “But he forgot the letter ‘I’ in Chiang. So it became just ‘Chang,’ ” he laughs.
But now, Chiang is no longer involved in business transactions. “I am more involved in the food,” he says. Being the “cultural ambassador of the company,” he makes sure that the taste of P.F. Chang’s in Los Angeles is the same with their branch in Alabang Town Center.
Among the dishes that Philip Chiang developed for P.F. Chang’s were inspired by cuisine from different regions of China: Peking or Northern China (including Mongolia), Shanghai, Cantonese and Hunan Twin Western Province of China. “We just try to be consistent with our food every day,” he adds.
But he adds that it’s not only good food that makes a restaurant memorable. Quality service also plays an important role in its success.
NEW resto in town.
This is perhaps the reason why Rodriguez planed in 21 trainers from the US to whip into shape the 110 Filipinos who will serve P.F. Chang’s signature dishes.
Among these dishes are Chang’s Chicken Lettuce Wraps, Mongolian Beef made from US Angus beef caramelized in the wok with garlic and scallions.
Alongside P.F. Chang’s, Rodriguez wants the Filipino diners to share the same experience he had five years ago at P.F. Chang’s. “Like me, I want them to keep discovering the fantastic dishes on the menu,” he says.
P.F. Chang’s will soon open its doors in various locations in Metro Manila: Greenbelt, Mall of Asia, Shangri-La Mall, Greenhills and Fort Bonifacio.
Archie plans to open eight restaurants in five years. “Soon, we would like to open in Cebu and Davao,” he adds.