With over $2 billion in annual revenue and 1,600 locations worldwide, Panda Express is one of the most successful fast casual dining brands today. But to continue to compete with the Chipotles and Paneras of the world, they needed to evolve their brand to catch up with the evolution of the company itself.
Through quarterly campaigns focused on limited time only menu items, an opportunity was created for Panda to reshape their brand story, focusing on the fact that they are a family-owned restaurant (yes, one family owns EVERY Panda Express) that makes your favorite dishes with quality ingredients. Recent promotions like 'Orange Chicken Love' have leveraged an enormous social following to capitalize on the fandom that surrounds their signature dish.
The revived Panda Express brand has not only begun to be perceived as being on equal footing with their fast casual competition, but has also seen their most successful sales year (based on same store sales) in the company's 30 year history.