P.F. Chang’s is marketing itself as more than just a restaurant by introducing a full line of branded goods ranging from apparel to kitchen items.
Like many of its chain restaurant peers, P.F. Chang’s created a whole online store to sell products. But it goes beyond what most others are doing—periodic apparel drops or relying on things like T-shirts and comfortwear–by adding items like a heat-activated coffee mug, a non-stick wok, a cutting board set and pens, all of which reflect the minimalist branding of the restaurant.
“We know that consumers are looking to connect with brands on a more experiential level, and we are launching PFCShop.com to meet that demand and integrate into their lifestyle in a new and meaningful way,” Damola Adamolekun, CEO of P.F. Chang’s, said in a press release. “The new line is a continuation of our goal to create exciting experiences for brand fans whether that’s in-restaurant, for takeout or delivery, in grocery retail, and now through cookware and apparel.”
The apparel selection is especially noteworthy, in that none of the 11 items feature obvious P.F. Chang’s branding. Instead, most feature design elements related to the brand—fortune cookies, paper cranes, sushi rolls—with small P.F. Chang’s logos added as tags or tabs.
Right now, the products are available online only, but P.F. Chang’s plans to start selling them in-person at certain locations, like Las Vegas and Hawaii. Also, unlike some of the mysterious drops, P.F. Chang’s announced that new products will be released twice annually “to meet consumer interests and seasonal demands.”
It’s yet another example of a brand strategically using promotional merchandise to move toward becoming a lifestyle brand. As big consumer brands keep going this route, we’d be surprised if more companies don’t follow. That’s good news for promo.
