Since 1983, Panda Express has been committed to bringing people together through serving up delicious Chinese American cuisine. Today, Panda Express has more than 2,200 restaurants across the country and internationally.

SUCCESS STORY

How a national restaurant franchise serving Chinese American cuisine significantly increased sales and guest counts across 100 percent of priority markets.

The opportunity

With stores in more than 2,200 locations across the country, Panda Express knew it needed a strategic partner to help them think local and develop customized strategies and unique ideas to engrain themselves in each market. The ultimate goals were to raise awareness among potential customers and help to drive traffic and sales into specific Panda Express locations in need of a boost.

Approach partnered with Panda Express to research, develop and execute hyper-local market plans for: Nashville, TN; Louisville, KY; Birmingham, AL; Minneapolis, MN; New York, NY; Tri-Cities, TN; and Cleveland, OH. Each plan outlined unique strategies and opportunities to authentically connect with the community.

The approach

The Approach team focused local market efforts across five key categories including, earned media, influencer engagement, community events, in-restaurant fundraisers and food drops, all with the goal of creating brand affinity and ultimately driving traffic.

We were able to leverage Panda Express’ new menu items, family-friendly options, “Work Smart” meal options and timely food holidays to pitch and secure media placements spanning TV, radio, print and online. Our robust influencer program tapped local foodies, moms and lifestyle bloggers to visit and share about not only the craveable menu items, but the convenient and enjoyable dining experience provided by their local Panda Express.

Recognizing the importance of truly connecting with community partners, we worked with each city to have a presence at key events to sample brand favorites like Orange Chicken and win over families with activities like Fortune Cookie decorating. Taking it a step further, Panda Express also partnered with local schools and nonprofits to host special in-store fundraisers where 50% of proceeds were donated back to the organization.

Finally, strong social media campaigns tied everything together, amplifying content from earned media and influencer placements and running geo-targeted ads to reach customers within near miles of each Panda Express location.

The impact

As a result, 100% of the participating Panda Express stores saw a significant increase in sales and guest counts during the program window, and the local restaurants experienced first-hand the power of PR and marketing efforts on the local level.

While many community members and influencers had a certain perception of Panda Express as just another fast food place, this program helped to properly introduce the brand and all of their family friendly options.

With some stores soaring to 50 percent sales lifts during the program, the Panda Express team dubbed Approach’s efforts “a raging success” and quickly asked Approach to support a similar program for another 34 Panda Express locations.