Pei Wei
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.
- Company typePrivate
- Founded2000
- HeadquartersIrving, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
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).
Pei Wei firmographics
Firmographics- 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
Pei Wei industry classification
Industry- 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
Where Pei Wei is headquartered
LocationHeadquarters
- HQ city
- Irving
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Pei Wei business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- 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.
- Catering Services: Corporate and event catering with pickup and delivery options. Catering menu available with 24-hour notice for larger orders.
- Pei Wei Rewards Program: Loyalty program that drives repeat purchases through points accumulation and tiered rewards redemption
- Gift Cards: Physical and digital gift card sales with bulk order options for orders over $1,000
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Pei Wei Rewards loyalty program |
| Unit Pricing | Pay-as-you-go | Menu pricing |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels6 records
Pei Wei product offering
Product offeringCore 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)
Companies that use Pei Wei
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles5 records
Pei Wei technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Pei Wei partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- NCR VoyixcoreExpanded 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 & MarketingcoreScottsdale, 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 TilaminorCelebrity chef featured in menu items and marketing content, including Chef Tila's Tips video series showcasing essential Asian cooking ingredients.
- ezcaterminorThird-party catering platform partnership for corporate catering orders through ezcater's branded ordering portal.
Scale indicators4 records
Recent moves12 records
Expansion highlights5 records
Pei Wei competitors and assessment
Company assessmentDirect 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
Pei Wei social profiles
Digital presencePei Wei financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pei Wei leadership team
Management profileNumber of profiles
Profiles2 records
Pei Wei funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pei Wei M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pei Wei
What does Pei Wei do?
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.
Is Pei Wei a public or private company?
Pei Wei is a private company. It is classified as unknown and is currently operating.
When was Pei Wei founded?
Pei Wei was founded in 2000. It employs 1,001 to 5,000 people.
Where is Pei Wei based?
Pei Wei is headquartered in Irving, United States, in the North America region.
How does Pei Wei make money?
Four revenue lines are on record. Restaurant Sales are the primary driver. The others are catering Services, pei Wei Rewards Program and gift Cards.
Who are Pei Wei's main competitors?
Direct peers on record are Panda Express, Pick Up Stix, Teriyaki Madness, Genghis Grill and Tokyo Joe's. Broad incumbents are P.F. Chang's and Noodles & Company. Wow Bao is listed as an emerging player. Regional players are Wok Box and Leeann Chin.
Does Pei Wei have an API?
No public API is recorded for Pei Wei.
What industry is Pei Wei in?
Pei Wei's product category is Fast-casual Asian restaurant. Its primary akta.pro industry code is THAFABAE, Asian Fast Casual (Pan-Asian, Chinese, Japanese, Thai, Korean). Its NAICS code is 722513 and its SIC code is 5812.