P.F. Chang's China Bistro Inc., the Scottsdale-based company that owns and operates over 200 P.F. Chang's China Bistro restaurants and over 170 Pei Wei Asian Diner locations, is planning to open a new concept in Phoenix next April.
According to Nation's Restaurant News, the new concept, called Pei Wei Asian Market, will feature limited service and more of a pared-down menu than its 11-year-old Diner relative with nearly the same name. The company hopes the Market concept will be better able to compete with quicker-service, fast-casual establishments like Chipotle's recently opened ShopHouse Southeast Asian Kitchen in Washington, D.C.
So what's the difference between the Asian Diner and the Asian Market? Nation's Restaurant News quotes K.C. Moylan, president of Pei Wei Asian Diner as saying, "...it will have two registers instead of four, a spice rack for décor, a digital menu board that resembles a chalkboard, a possible touch-screen terminal with information about ingredients in specific dishes, and all items packaged to go."