Operations
Pei Wei taps celebrity chef for menu relaunch
January 28, 2022
Pei Wei Asian Kitchen is getting on the digital bandwagon by revamping its menu with a little help from Food Network star Jet Tila, according to a company press release. Over the past couple of years, the chef has created several menu items for the brand, including Thai Coconut Curry, Spicy Korean BBQ Steak and Thai Basil Cashew Chicken.
Financier Lorne Goldberg, who also owns Pick Up Stix, Leeann Chin and Mandarin Express, acquired Pei Wei in 2019 and has been pivoting to digital sales. Tila's menu has led to an economic turnaround with digital sales of 55%, according to the release.
His other menu standouts include the House Special Chicken, Mongolian Green Beans and a Spicy Drunken Noodles dish. During Cinco de Mayo, Tila introduced the limited-time Asian Nachos with crispy wonton chips drizzled in Sriracha mayo. The biggest launch of the year, however, came over the summer with the Firecracker Chicken, which became the top-selling item on the Pei Wei menu.
In addition to opening more locations in 2022, the chain is adding ghost kitchens and is launching Grilled Bourbon Chicken in February.
Pei Wei operates 119 locations in 17 states in the US and licenses 13 nontraditional units in airports and college campuses.
