Pei Wei

What Pei Wei does

Pei Wei Asian Kitchen, operating as Pei Wei Asian Diner, LLC, is a U.S. fast-casual restaurant chain serving Pan-Asian fare including wok-tossed entrées (Orange Chicken, Mongolian Steak, Kung Pao Chicken), rice and noodle bowls, appetizers, salads, poke, and dedicated gluten-free, vegetarian, and kids menus. The chain was founded in 2000 by P.F. Chang's co-founders Philip Chiang and Paul Fleming as a lower-priced spin-off in Scottsdale, Arizona, separated from P.F. Chang's through restructuring in the 2010s, and is now an independent private company headquartered in Irving, TX, operating approximately 116 locations across the United States (with some sources citing close to 200).

The underlying operating platform combines physical restaurants with a multi-channel digital ordering stack: a web-based ordering portal (order.peiwei.com), iOS and Android apps, third-party delivery integrations, corporate catering through an ezcater partnership, and the Pei Wei Rewards tiered loyalty program. Restaurant operations are powered by NCR Voyix's Aloha Next point-of-sale platform under an expanded 2026 technology agreement. The chain is currently executing a "Wei More" rebranding initiative launched in November 2025 that bundles a redesigned restaurant prototype, a relaunched mobile app, refreshed marketing, and menu additions such as Wagyu Spring Rolls and Spicy Korean BBQ Steak.

Revenue mechanics are straightforward: per-unit transaction-based food sales (dine-in, takeout, delivery), supplemented by catering fees, gift card sales (including bulk B2B orders), and an event-driven fundraising program that donates 20% of net sales to participating schools, nonprofits, and sports teams. The customer base is broadly distributed across individual consumers, families, gluten-free and vegetarian diners, and corporate/event catering buyers, with no enterprise customer concentration. Go-to-market combines direct-to-consumer restaurant traffic with product-led digital acquisition through the app and loyalty program, plus earned-media community engagement and PR (Evolve PR & Marketing) and chef content (Jet Tila).

Name

Pei Wei

Legal name

Pei Wei Asian Diner, LLC

Website

https://peiwei.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Pei Wei Asian Kitchen is a U.S. fast-casual restaurant chain serving wok-tossed Pan-Asian cuisine across approximately 116 locations nationwide, with omnichannel ordering, a tiered loyalty program, and corporate catering.

Ownership category

akta.pro rank

Product category

Fast-casual Asian restaurant

NAICS

Limited-Service Restaurants (722513), Restaurants and Other Eating Places (7225)

SIC

Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Asian Fast Casual (Pan-Asian, Chinese, Japanese, Thai, Korean) (THAFABAE)

Keywords

• Fast casual dining
• Pan Asian cuisine
• Chinese food restaurant
• Wok-fired entrees
• Loyalty rewards program

Headquarters

HQ city

Irving

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Restaurant Sales: Primary revenue from dine-in, takeout, and delivery sales across restaurant locations nationwide. Customers order at restaurants, online, or through mobile app for pickup or delivery.
2. Catering Services: Corporate and event catering with pickup and delivery options. Catering menu available with 24-hour notice for larger orders.
3. Pei Wei Rewards Program: Loyalty program that drives repeat purchases through points accumulation and tiered rewards redemption
4. Gift Cards: Physical and digital gift card sales with bulk order options for orders over $1,000

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Pei Wei Asian Kitchen operates a fast-casual restaurant chain serving made-to-order Pan Asian fare including wok-fired entrées, rice and noodle bowls, appetizers, salads, poke, and desserts. The company sells food through dine-in, takeout, and delivery channels via company-owned and franchised restaurants, complemented by a digital ordering platform, a tiered loyalty program, catering services, and gift cards.

Product overview

Pei Wei Asian Kitchen operates as a fast-casual restaurant chain offering a unified dining platform that combines in-restaurant service with digital ordering channels. The product portfolio centers on the core Pei Wei restaurant experience (with full menu of Asian-inspired entrées, rice and noodle bowls, appetizers, salads, and desserts) augmented by digital services including online ordering via web and mobile app, the Pei Wei Rewards loyalty program, catering services for events, gift card products, and community fundraising programs. The digital ecosystem includes a mobile application for iOS and Android that consolidates ordering, rewards, and location features.

Differentiator

Problem solved

Functional benefit

Brands

• Asian Kitchen Express: A mall-based express concept variant of Pei Wei offering streamlined service.

Products and services

• Pei Wei Restaurant Dining
• Catering Services
• Pei Wei Online Ordering
• Pei Wei Mobile App
• Pei Wei Rewards Loyalty Program
• Gift Cards
• Fundraising Program
• Kids Menu
• Gluten-Free Menu
• Feasts (Group Dining)

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• NCR VoyixcoreTechnology or Integration · 7 May 2026Expanded technology agreement with NCR Voyix to modernize point-of-sale operations using the Aloha Next solution. Pei Wei is reinforcing its existing technology foundation for stability and uptime across its restaurant footprint. The agreement preserves Pei Wei's existing POS infrastructure while providing optional access to future capabilities.
• Evolve PR & MarketingcoreGTM or Marketing PartnerScottsdale, Arizona-based PR agency representing Pei Wei as one of their 140+ clients nationwide. The agency provides national PR and marketing services as Pei Wei expands beyond its Arizona base.
• Celebrity Chef Jet TilaminorStrategic or Co-development PartnerCelebrity chef featured in menu items and marketing content, including Chef Tila's Tips video series showcasing essential Asian cooking ingredients.
• ezcaterminorChannel Partner/ Reseller/ DistributorThird-party catering platform partnership for corporate catering orders through ezcater's branded ordering portal.

Scale indicators4 records

Recent moves12 records

Expansion highlights5 records

Direct peers

• Panda Express: The dominant American Chinese fast-casual chain with thousands of US locations; competes head-to-head with Pei Wei on Pan-Asian menu positioning, counter-service model, and mall/standalone real estate.
• Pick Up Stix: Chinese-focused fast-casual chain serving wok-tossed entrées, rice and noodle bowls in a similar price and format tier; one of the closest direct comparables to Pei Wei by menu and service model.
• Teriyaki Madness: Asian fast-casual chain specializing in bowls and wok-fired proteins with a similar mall-and-standalone footprint; competes for the same lunch/dinner occasion as Pei Wei.
• Genghis Grill: Build-your-own Asian stir-fry fast-casual chain with comparable per-ticket pricing and Asian menu positioning; overlaps with Pei Wei on entrée and noodle-bowl occasions.
• Tokyo Joe's: Asian fast-casual chain serving rice bowls, noodles and wok-tossed entrées with comparable portion size and pricing; closest regional-sized peer to Pei Wei by category and service model.

Broad incumbents

• P.F. Chang's: The original parent concept and Asian-focused chain from which Pei Wei was spun off; full-service rather than fast-casual, but shares recipes, brand DNA, and supplier relationships with Pei Wei.
• Noodles & Company: Public fast-casual chain offering noodle and Asian-inspired dishes alongside global cuisines; broader menu but competes for the same quick-service noodle/rice bowl occasion as Pei Wei.

Emerging players

• Wow Bao: Asian steamed-bun and bowl concept with a strong digital/ghost-kitchen and delivery focus; overlaps with Pei Wei on Pan-Asian flavors and digital ordering, though smaller and more delivery-centric.

Regional players

• Wok Box: Canadian Asian-inspired fast-casual chain with a similar wok-fired menu and build-your-own format; comparable concept but operates primarily in Canada rather than directly competing in Pei Wei's US footprint.
• Leeann Chin: Midwestern US Asian fast-casual chain with a similar Pan-Asian menu of wok entrées and noodle bowls; relevant comparable for unit economics, though concentrated in Minnesota rather than Pei Wei's national footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/peiwei
• YouTubeyoutube.com/@PeiWeiAsian
• Facebookfacebook.com/peiwei
• Instagraminstagram.com/peiweiasiankitchen
• TikToktiktok.com/@peiwei?lang=en
• LinkedInlinkedin.com/company/peiwei

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pei Wei