Pei Wei Asian Diner, the fast casual pan-Asian US restaurant chain, has opened the first of 11 restaurants planned for South Korea.
Known for bold flavors and an affordable Asian-inspired menu, the US company has partnered with ELX Food & Beverage, led by chef Justin Choi for its first foray into Asia.
The inaugural store has opened at Starfield Hanam, the country’s largest shopping mall. The company is planning to open 10 more Pei Wei locations by end of 2017 including Daejeon Galleria Department Store and Busan Seomyun Lotte Department Store.
Choi will supervise the brand in Korea and Pei Wei will offer its characteristic ‘scratch and open kitchen’, which allows customers to see the cooking process that includes Chinese woks.
Pei Wei is the second brand of the globally popular P F Chang’s which was brought by ELX F&B to the South Korean market.
“South Korea’s sophisticated yet practical customers are a perfect target for Pei Wei’s simple, yet healthy and high-quality dishes,” said Kwak Ki-hoon, CEO of ELX F&B. “Through our insights and experience behind our successful launch of P F Chang’s, I look forward to leading local dining trends through Pei Wei’s flavorful selection and fresh offerings.”
The Pei Wei menu in Korea will feature the same items popular in the US, including its signature Lo Mein and Quinoa & Fire Chicken, in addition to the ‘Wok Classics’ Noodle & Rice bowl options, soups, salads and Small Plate offerings.
Founded in 2000, in Scottsdale, Arizona, Pei Wei owns and operates more than 200 restaurants in the US, Middle East, South Korea and airports.