Steal This Idea: Warm to Customers, Increase Revenue Via Self-Delivery

P.F Chang’s finds using own employees boosts order volume, frequency
P.F. Chang's exterior
Photograph: Shutterstock

SCOTTSDALE, Ariz. P.F. Chang’s took a shot and delivering its own orders, considering the move from a cost-control perspective by reducing the use of third-party services. In the test process, however, it noticed the quantity of food and frequency of orders grew.

Customers, it turned out, enjoyed the personal touch that came with a uniformed P.F. Chang’s employee bringing their order. “The experience was better for the people who were ordering,” said CEO Damola Adamolekun, adding that customers liked the ability to query the employee about their meal or acquire extra sauce packets.

The strategy has since become a revenue-driving exercise for the 200-unit Asian chain, Adamolekun said, making it one of the few non-pizza concepts to adopt DIY delivery. Eighty Chang's locations offer self-delivery, and Adamolekun wants to grow that figure.

Chang’s still uses third-party delivery and has software to dispatch orders in restaurants where it uses both.

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