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...Unfamiliarity with Chinese cuisine will be the biggest challenge for P.F. Chang's, the largest Chinese restaurant chain in the U.S., as it heads south of the border. Up until the financial crisis, the $1.2 billion company had a fantastically successful run at convincing Americans to pay upmarket prices for a version of Chinese food designed for American taste buds. But with business slowing down in the U.S. due to the recession and pressure from investors to increase sales, the company is now embarking on an expansion plan to sell its flavor of Chinese fare in several emerging markets. Over...
...first Mexican P.F. Chang's opened in a glitzy new mall in the capital's financial district. The chic restaurant, similar to other branches in the U.S., features large Chinese murals, terra-cotta warriors, mood lighting and a lengthy wine list. It's an anomaly in Mexico, where the bar for Chinese food is set low. In the handful of eateries that dot Mexico City's two-block Chinatown, it's common to start a meal with deep-fried wonton-dough sticks and a hefty bowl of neon-red sweet-and-sour sauce. "The biggest challenge will be performing...
...this is still Americanized Chinese food that's being translated to Mexicans. In 1993, Ruth's Chris Steak House franchisee Paul Fleming (his initials make up the P.F.) founded P.F. Chang's China Bistro in Scottsdale, Ariz., with the help of Chinese-American consultant Philip Chiang (Chang was derived from Chiang). An alternative to Chinese food-court fare and high-priced formal dining, Fleming's casual-dining chain of bistros soon became a comfortable, go-to place for happy hours, family outings and birthday dinners. You'll find many of them in unexpected places, like Alpharetta, Ga., and Rogers...
...chain continues to grow or stagnates in a domestic market where more diners are eating in and a tight lending environment is making it difficult to open new locations. The company's partners in Mexico and the Middle East are financing the cost of the new restaurants, though P.F. Chang's will earn up-front territory fees and royalties from sales...
...start with Mexico? P.F. Chang's says it was as simple as finding the right local operator. In Mexico, that company is Alsea, which operates more than 1,000 Domino's, Starbucks and other American food outlets throughout Latin America. "It just so happens that Mexico makes a great deal of sense because it's closer [to the U.S.]," says DeAngelis. Greg Ruedy, a restaurant analyst at the Stephens financial-services firm in Little Rock, Ark., says it's logical for the company to start in Mexico given the number of American tourists there, the flow of Mexican migrant workers...