The Asian Fusion casual-dining chain, P.F. Chang’s has just introduced a new happy hour menu featuring food and beverages that are $6 or less that will be available from Monday to Friday from 3-6 pm.
To celebrate summer, the brand is offering cocktails like the Moscow Mule and the Organic Agave Margarita. This happy hour also includes $6 glasses of wine and $4 craft beer specials.
Small plates are also on the menu, including the new House-Made Pork Egg Rolls, Dim Sum, the signature Chang’s Lettuce Wraps and the Kung Pao Chicken Jicama Street Tacos.
The chain is emphasizing that these items are made from scratch with fresh ingredients.
“A lot of guests are surprised to know that we squeeze our own juices,” said Mary Melton, P.F. Chang’s beverage director in a press release. “We even make our own ginger beer every morning using fresh-juiced ginger root and pure cane sugar. No one else makes a Moscow Mule like we do.”
P.F. Chang’s is also promoting the simplicity of the menu items by describing the Margarita as being “made with only three ingredients!” and the Street Tacos with a “subtly sweet flavor.”
The happy hour menu is available for dine-in only in participating stores, not including Puerto Rico, Hawaii and airport locations. The chain also has to comply with local and state liquor regulations. Indiana, Massachusetts, North Carolina, Oklahoma, Rhode Island, Utah and Vermont all ban happy hour specials.
Promoting Off-Peak Hours
According to a previous Restaurant Industry Forecast by the National Restaurant Association, 77% of adults, including 85% of millennials, would be more likely to visit a restaurant during off-peak times if they would receive a discount.
“Many restaurateurs are finding the greatest off-peak opportunity to reside in the late afternoon, especially during Happy Hour (typically 5 p.m. to 7 p.m.). The late-afternoon window offers consumers a chance to dine out while remaining budget conscious. Happy Hour-only menus including specially priced cocktails, small plates and appetizers are common,” wrote the National Restaurant Association. “Happy Hour can serve as a bridge to dinner hours as well. The post-recession economic shift has made many restaurants the new bar. More consumers are remaining at one location rather than moving around, making restaurants destinations for a full night out.”
Cornering Fast Casual and Casual Dining
P.F. Chang’s China Bistro, Inc was one of the first casual dining chains to recognize the potential of fast casual and is one of the few restaurant brands to have major success in both sectors.
In 2000, the chain founded Pei Wei Asian Diner to compete in the fast food space. Now there almost as many Pei Wei store locations as P.F. Chang’s stores.