New P.F. Chang’s Menu Shines Spotlight on U.S.-Grown Rice

 
Aug 02, 2016
U.S. rice - Farm to Wok at P.F. Chang's
PF-Chang's-New-Menu
ARLINGTON, VA – The national Asian restaurant leader P.F. Chang’s has updated the menus in their more than 200 restaurants to include a special call-out informing guests that all of the rice they serve is grown in the USA.  

“The menu spotlight on U.S.-grown rice is the lead-in to a new promotion by P.F. Chang’s scheduled to launch next month and is a huge boost for U.S. rice,” explains Katie Maher, USA Rice director of domestic promotion.  “Having P.F. Chang’s, a household name with a great reputation, tout U.S.-grown rice on their menu is invaluable.”  

Sprinkled throughout the new menu, are several interesting facts about Asian cuisine and ingredients in the dishes.  Beneath the ‘Noodles & Rice’ section, P.F. Chang’s highlights the nutritional benefits of rice and where it’s grown, stating:  “Our U.S. sourced rice is a nutrient-rich grain that provides more than 15 vitamins and minerals, beneficial antioxidants and is also GMO free.”

“We decided to feature messages about our rice that we’re proud of and thought would resonate with our guests,” said Dwayne Chambers, P.F. Chang’s chief marketing officer.  “The fact that the rice we serve is grown right here by U.S. farmers and also provides beneficial nutrients is something we wanted to highlight.”

USA Rice initially partnered with P.F. Chang’s last September to present the first RiceGiving, a charitable program that donated a serving of U.S.-grown rice to the hungry for every rice entrée ordered by P.F. Chang’s guests.  The U.S. rice industry donated 100,000 pounds of rice to food banks – that’s one million servings of rice going to those in need.  
 
P.F. Chang’s promoted the program to their guests through social media, in restaurants with promotional cards provided to each table, and with a dedicated web page featuring a two minute promotional video provided by USA Rice.  

“It’s great that P.F. Chang’s is calling attention to America’s family rice farmers,” said USA Rice President & CEO Betsy Ward.  “Given P.F. Chang’s reputation and commitment to quality food and ability to stay relevant in the tough foodservice sector, we think these menus will serve as a case study to show other national chains that not only should you be serving U.S.-grown rice, but you should be talking about it as well.”



Sign-Up for the Daily