P.F. Chang’s sees potential for 100 sites in the UK over the long term, with plans to open up to 20 restaurants over the next decade, Zaf Holdings CEO Arif Jivraj tells MCA.

The Asian fusion concept, headquartered in Arizona, made its UK debut in 2017 at London’s Leicester Square. In April 2023, the site and master franchise rights were acquired by Zaf Holding, which also serves as a franchisee for Pizza Hut, KFC, and Starbucks. The brand was previously operated in the UK by Shake Shack UK operator Diverse Dining, which is owned by Kuwait-based Alshaya Group.

The flagship Leicester Square venue has undergone an extensive refurbishment project and will reopen its doors at the end of the month, with more openings to follow. These will join the P.F. Chang’s portfolio of nearly 300 restaurants across 22 countries, primarily in the US and Middle East.

“When the opportunity came up to acquire the UK business last year, we managed to turn around the operation by building on the brand and its foundations,” Jivraj says. “We’ve seen amazing sales growth in the last year.”

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Prior to refurbishment, the site was called P.F. Chang’s Asian Table.

“It was a good offer but didn’t resonate with customers,” Jivraj explains. “The restaurant had also been around since 2017 and needed a bit of love.

“We wanted to bring it closer to the P.F. Chang’s look.”

The £450,000 refurbishment has been designed by Zebra Projects and will see the restaurant showcase a new bold design, inspired by the brand’s immersive dining experience.

While the team has begun eyeing locations in major UK cities – including Manchester and Birmingham – the idea is to first build a base in London, according to Rafik Farouk, senior director of global brands.

Central locations like Canary Wharf will be followed by neighbourhood ones.

“We want to build confidence in the brand first,” Jivraj adds. “Then we’ll ramp it up next year. We want sustainable growth with a viable, compelling proposition.”

With nearly 300 restaurants across a multitude of formats, the UK business is taking learnings from other markets and eyeing smaller footprint restaurants as well.

“We’ll eventually show up in different formats in the UK, for example airport sites with a smaller menu.

“We need to evolve the P.F. Chang’s brand here and execute it at the same level, without the big spaces and kitchens they have in the US and Middle East.”

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As part of the London restaurant revamp, new additions to the menu include sushi dishes such as the Kung Pao Dragon Roll and Dynamite Shrimp Roll. These will be served alongside classics such as the Chang’s Lettuce Wraps and Mongolian Beef.

For Jivraj and Farouk, the brand’s heritage and commitment to quality is key, with a from-scratch, MSG-free approach to cooking.

“We have a wealth of expertise and knowledge to draw on from more than 20 markets,” Farouk says. “Everything is hand-cut, hand-battered, and made from scratch.

“We’re committed to growing the brand and holding up its legacy.”