# P.F. Chang’s CMO Executes Turnaround Strategy to Reclaim Brand Nostalgia The casual dining chain leverages tableside theater and digital innovation to drive sales growth. - **Source:** [Marketing Dive](https://www.marketingdive.com) - **Published:** 2026-10-28 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/1621038a-4674-425b-9697-3c2d92b19514 ## Strategic Turnaround Progress P.F. Chang’s has significantly improved its market position over the past year under CEO Jim Mazany. The chain climbed from 22nd to third place in same-store sales growth within its competitive set. This recovery relies on a barbell strategy, balancing price-sensitive offerings with premium, experiential dining options for guests seeking big-night-out experiences. ## Leveraging Tableside Theater The brand is reintroducing tableside flair to create memorable dining moments that drive social media engagement. A notable success was the Summer in Tokyo campaign, which featured a sushi boat served with dry ice. This specific initiative generated two million dollars in sales, proving that experiential elements effectively translate into measurable financial performance. ## Modernizing the Value Proposition To stay relevant, the chain overhauled its wine list by organizing selections by flavor profile instead of varietal. This update includes a partnership with Seven Daughters Moscato, featuring Taraji P. Henson as a creative collaborator. Additionally, the company launched a new happy hour and added three permanent premium entrées to its menu offerings. ## Social Media and Creator Strategy CMO Holly Smith is managing a diverse digital strategy that utilizes both micro-creators and large-scale influencers. By working with freelance content creators across cities like Los Angeles and New York, the brand maintains fresh, localized content. They also utilize platforms like Kale to facilitate micro-influencer trials, ensuring broad engagement across various demographic segments. ## Global and Cultural Campaigns Lunar New Year serves as a primary global campaign, connecting the brand’s 200 domestic restaurants with 100 international locations. The company focuses on scaling traditional, pan-Asian cultural experiences nationally. Recent efforts include the Autumn in Kyoto campaign, which highlights seasonal duck dishes, reinforcing the brand's commitment to authentic, high-quality culinary storytelling for its guests. ## Data-Driven Marketing Operations The marketing team is currently integrating internal AI systems to enhance reporting and data efficiency. By utilizing their own context layers, they aim to move beyond gut feelings and listen closely to guest feedback. This technological shift supports the broader goal of maintaining a polished, casual atmosphere while remaining innovative and responsive to trends. ## Targeting the Younger Demographic P.F. Chang’s is actively working to attract Gen Z consumers who may have missed out on dining experiences during the pandemic. The brand positions itself as an accessible, fun destination for these younger diners who now have families and stable careers. They aim to show this generation how to enjoy dining out again. ## Future Brand Positioning The ultimate goal is to balance the preservation of the core, nostalgic customer base with the acquisition of younger audiences. By blending aspirational dining concepts with accessible, digital-first marketing, the chain seeks to own the Asian dining space. Success depends on maintaining this delicate equilibrium between traditional heritage and modern, irreverent brand engagement. ## Sources covering this story - https://www.marketingdive.com/news/pf-changs-cmo-is-cooking-up-a-plan-to-recapture-chains-old-magic/872879/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._