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Content Strategy

Brand Positioning

THE Consequence

This negatively affects their plans to expand the franchise in certain locations and creates a lack of understanding and impact among customers.


We identified the company's brand position as an Asian-inspired restaurant chain. However, "why they do what they do" isn't clearly communicated or represented to the public leading to customers perceiving them as unauthentic Chinese restaurant.

In relation to other Asian eateries, we mapped P.F. Chang's current brand position in juxtaposition of their true brand promise.


We want to focus on re-aligning the brand to their values in food and breaking the misperception among the customers, especially the Asian demographic, in order to expand the franchise worldwide.


Value Proposition

We believe the service P.F. Chang’s already offers to their customers is crucial to how memorable the dining experience is. With great customer service, the company will be able to spread what they stand for through people, rather than spending money on advertisement.


Framing and Reframing the Question

We concluded that there was more opportunity to create meaningful experiences and possibilities to expand the company when designing for the people. 

Upon discovery of a brand misperception issue, we shifted our focus towards the experience of the customers rather than a simple re-brand of the company.


The Goal

We focused to break the misperception of P.F. Chang's serving unauthentic Asian food, and to re-align customers to their true brand promise: a restaurant that serves Asian-inspired fusion food.

How might we...

To begin, we asked ourselves how we could convince the public of P.F. Chang's true brand promise without the company intervening through explicit branding and advertisement.

Design Considerations

I considered how P.F. Chang's may approach their brand misperception to achieve the desired outcome that would advocate for the client's true brand promise without explicit advertising. 


An approach was narrowed down to two key points that targeted the goal of creating a human-centred design solution: word of mouth and meaningful experiences through digital touch points. 

Yelp's Intervention

As people predominantly use Yelp before or after visiting a restaurant, we saw this as an opportunity for us to intervene. We planned to extend their services during the in-restaurant dining moment, in order to create a more holistic experience.

Focusing on word of mouth and creating experiences through digital touch points, I began researching within the dining industries for companies specialising in open-sourced information and had digital competencies. Yelp was the main contender.

Target Audiences and
Journey Frameworks

Our Observations

We saw this audience as our main audience to convert into brand ambassadors through word of mouth. We established this specific persona to create a scenario that guided our form development.

Knowing each Audience

We began mapping the journeys of each different patron at P.F. Chang's. We concluded that the main target audience to focus on were the returning customers with a brand misperception.


Journey Framework

Creating our customer journey framework allowed us to understand both the customer and business perspectives in order to further guide our form development and to figure out which specific stages will coincide with the value proposition we intend to reinforce.


08. Design Sprint


At this stage, the feasibility, viability, and desirability of the solution were fine-tuned even further. Details regarding different Users and their specific journeys were considered.

The Process

The team conducted a week long design sprint to focus on the proposal solution. Utilising sticky notes and copious amounts of paper, we were able to narrow down exactly what the proposed solution would afford for Users.