Leading Pan-Asian, fast-casual brand selects agency based on track record of creativity, energy, local and national media expertise
Dallas, TX (RestaurantNews.com) Pei Wei Asian Diner, the leader in fresh Pan-Asian fast-casual dining, announced today that it has engaged Champion Management Group LLC as its Public Relations Agency of Record.
Champion initially began work on the Pei Wei account in May 2017 on a project basis, but has since expanded its role to include all of the brand’s public relations work, internal communications, social media and crisis management.
The agency recently helped introduce Pei Wei’s new General Tso’s Chicken – which has already become the restaurant’s top seller nationwide – and managed the media outreach during the company’s headquarters move from Scottsdale, Ariz., to Las Colinas, Texas, this summer.
“We have big plans and high expectations for the Pei Wei brand over the coming months and years, so we hired an awesome PR agency to help us achieve our goals,” said Pei Wei Chief Marketing Officer Brandon Solano. “The Champion team is first-class from top to bottom, and they’ve already done some exceptional work on our account. We’re proud of our partnership with them and we’re looking forward to a great, long-term alliance.”
Founded in 2002 by veteran marketing executive Ladd Biro, the agency has experienced exponential growth since late-2011 when Biro partnered with fellow entrepreneur Eric Spiritas, a business development pro. Dallas-based Champion now ranks among the nation’s largest PR agencies in the foodservice space, representing such blue-chip brands as Au Bon Pain, Cicis, Farmer Brothers Coffee, FreeRange Concepts, Firebird Restaurant Group, Front Burner Restaurants, Garbanzo Mediterranean Fresh, Main Event Entertainment, Nestlé Toll House Café, Raising Cane’s Chicken Fingers, RAVE Restaurant Group, Taco John’s and Walk-On’s Bistreaux & Bar. The agency’s clientele spans a wide array of industries including high tech, event production, sports and entertainment and not-for-profits.
“We were Pei Wei fans long before we started working with them, so we were absolutely thrilled when we finally won their business,” said Biro. “Not only are we honored to represent such a well-respected national brand, but we’re energized by the passion and excitement Brandon and his talented team are bringing to the table. They’re challenging us to push the envelope and that makes our job even more rewarding and fun.”
For more information on Champion, including a complete list of clients, visit championmgt.com.
About Pei Wei
Founded in 2000, Las Colinas, Texas-based Pei Wei is a Pan-Asian, fast casual restaurant that offers guests a way to eat well, be well and live well. Pei Wei prepares each dish to order using freshly chopped ingredients, purposely chosen for nutrition as well as flavor, and in the tradition of ancient Asian cooking methods. Menu offerings include lettuce wraps, sushi, and salad, rice & noodle bowls that can be easily customized for any palate or diet, including gluten-free and vegetarian. Pei Wei owns and operates more than 200 restaurants in 21 states. For more information, visit www.peiwei.com, and the latest Pei Wei news is also on Facebook, Twitter and Instagram.