Pei Wei, the little sister to
PF Chang's, recently started identifying itself as 'East of Usual.' This tagline clearly identifies and encapsulates
Pei Wei's unique selling points as an Asian fusion casual restaurant. In the competitive landscape of quick in-and-out lunch spots, Pei Wei's exotic offerings from the 'east' easily stand out among the 'usual' sandwiches, soups, and salads. Repositioning the competitors as boring and ordinary is a good strategy to differentiate and gain a competitive advantage. Good job Pei Wei!