Panda Express rolls out Beijing Beef
March 17, 2008
ROSEMEAD, Calif. — Panda Express has announced the launch of its Beijing Beef menu item, the chain's first major rollout since Orange Chicken more than 20 years ago.
Beijing Beef will be available at more than 1,000 locations across the U.S. beginning March 20. To promote the dish, Panda Express has partnered with Siltanen & Partners for a large-scale television campaign.
Poised to rival Panda Express' top-selling Orange Chicken, Beijing Beef features crispy strips of marinated beef, bell peppers and sliced onions wok-tossed in a tangy sweet and spicy sauce that is made from scratch daily in each Panda Express location. Systemwide, more than 27,000 hours have been spent teaching associates at all levels how to marinate the steak to the optimum level, create the signature sauce and wok the ingredients together for a savory entrée.
For the first time in Panda Express's history, an advertising campaign will help launch the new product. The animated television commercials star panda bear buddies Eddie and Tom-Tom. The commercials, which debut throughout 15 markets across the country in late March, are supplemented with 30-second radio spots in three markets and traffic radio spots in an additional six markets.
