Pei Wei

Problem

Pei Wei is a restaurant that prides itself on offering authentic, Asian-inspired dishes without sacrificing the quality of ingredients for quick service. The restaurant has earned a reputation as a family-friendly establishment, with a customer base skewed towards individuals in their mid-30s to late-50s. Although Pei Wei has been a reliable, trustworthy, and approachable brand over the years, its struggle to stay relevant and relatable has caused it to lose touch with the younger Generation Z demographic.

Solution

Pei Wei's social media strategy underwent a transformation, adopting an elevated yet lighthearted tone. The team conceptualized and designed custom content calendars that incorporated both current trends and the brand's unique personality. To appeal to the younger generation, we added our own flair to the feed, infusing it with a touch of edginess. In addition to customized content, we also created branded merchandise inspired by popular street style brands to promote the restaurant. By embracing a brand identity of the "cool older sister" rather than a more maternal figure, Pei Wei successfully connected with a younger audience.