#USA #Scottsdale #P.F. Chang's #Patrick Benson #Marketing Communications

P.F. Chang's Names Patrick Benson as New Marketing Communications Director

In a significant organizational shift, P.F. Chang's has appointed Patrick Benson as its Director of Marketing Communications, a newly created position that highlights the brand's dedication to enhancing its marketing initiatives. This appointment comes after a year marked by exceptional growth and cultural relevance for the well-known Asian dining chain.

P.F. Chang's has recently undergone a remarkable transformation, launching high-impact marketing campaigns that fuse culinary innovation with modern entertainment. During the past year, the brand successfully collaborated with over 100 creators, generating more than 200 million video views and achieving an impressive $11 million in earned media value. These efforts have been pivotal in driving one of the brand's strongest sales performances to date.

In his new capacity, Benson will oversee a comprehensive Marketing Communications department, which includes public relations, corporate communications, influencer strategies, and social media management. His role focuses on crafting integrated communications strategies that aim to solidify the brand's reputation and meet business objectives while ingraining P.F. Chang's deeper into cultural conversations.

Holly Smith, Chief Marketing Officer of P.F. Chang's, praised Patrick, stating, "Patrick has been essential in evolving P.F. Chang's presence in culture and connecting with our modern guests. With the growth of our marketing organization, establishing a dedicated Marketing Communications function is a logical progression. His expertise in blending social media, influencer outreach, public relations, and brand storytelling will allow us to reach new heights."

The formation of the Marketing Communications department is a strategic move to formalize what has been a successful integrated communication approach for P.F. Chang's, which has yielded notable campaigns throughout the year. Recent marketing efforts included celebrations around Lunar New Year, Valentine's Day, Mother's Day, and Summer in Tokyo, engaging high-profile talent in entertainment and resulting in extensive media coverage along with record-breaking guest engagement and sales.

Since joining P.F. Chang's, Benson has played a critical role in reshaping the brand's social media landscape and influencer marketing tactics. His leadership has fostered a digital presence characterized by creator-first storytelling and culturally relevant campaigns. Under his guidance, the company has made a remarkable leap, achieving over 200 million video views through influencer-generated content, contributing significantly to earned media value and establishing a leadership position in culture-driven restaurant marketing.

Expressing his excitement about taking on the new role, Benson remarked, "I’m deeply honored to step into this role during such an exciting time for P.F. Chang's. Our recent work has shown that the synergy of creativity, culture, and engaging storytelling can yield substantial business results. Developing the new Marketing Communications function empowers us to continue sharing the P.F. Chang's story in even more impactful ways, while deepening connections with our guests and supporting our ongoing efforts across the business."

Before his tenure at P.F. Chang's, Benson accumulated over 15 years of experience leading digital and social marketing for major entertainment and restaurant brands, including NBC, FOX, CBS, and El Pollo Loco. Throughout his career, he has crafted award-winning campaigns for prominent entertainment franchises and restaurant chains. His influence in the marketing space has earned him recognition, including being named one of Business Insider’s Top 16 Influencer Executives, appearing on Nation's Restaurant News' 2024 Power List, and being honored on Brand Innovators' prestigious 40 Under 40 West Coast list.

The establishment of the Marketing Communications department is a testament to P.F. Chang's commitment to marketing innovation and encompasses aims to broaden the brand’s impact through strategic partnerships, culinary storytelling, and culturally relevant experiences.

About P.F. Chang's

Founded in 1993 by Philip Chiang and Paul Fleming, P.F. Chang's has emerged as a premier globally recognized Asian culinary brand. The restaurant honors the tradition of wok cooking while offering an array of flavors from various Asian cultures, including unexpected dishes from Japan, Korea, Thailand, and beyond. P.F. Chang's aims to make elevated dining affordable and accessible, with a diverse menu that includes shareable portions and handcrafted drinks beginning at just $8.99. Currently, the brand operates over 300 restaurants across 23 countries, including various airport locations throughout the U.S. For more information, visit pfchangs.com and follow @pfchangs on platforms like Facebook, Instagram, and TikTok.