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Brief

Project Brief
and Clients' Summary

MAIN CLIENT : P.F. CHANG'S

P.F. Chang’s true focus is to bring quality Asian-inspired food together within a non-intimidating atmosphere that is inviting to people across all cultures.

ADDITIONAL CLIENT : YELP

Yelp’s reviews have become an important aspect for businesses to establishing their reputation as they reveal real information shared by real people. 

 


Yelp's Business Opportunity

Their main competencies are during the pre- and post-experience of a business visit. Our goal is to fill the gap between the two and provide an opportunity for the brand to integrate their services during the business visit thus making a fully holistic experience.

01.
P.F. Chang's Business Problem

Their lack in clarity in the communication of their brand value has led to a misperception that they fail to serve authentic Asian food.

 

02.
Addressing the "Authenticity"
at P.F. Chang's

 

"I think the term 'authentic' now is a difficult word to pin down. Now everything is so global. Is that authentic? I think people have to judge for themselves: is it good food or is it not good food?"

Philip Chiang, co-founder of P.F. Chang's, 2011