Sweet Turnaround J

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Now, Pei Wei has started what Solano calls a turnaround, an effort that includes speaking through a new tiger character that takes aim at Panda Express. The talking tiger appears alongside a talking panda in a commercial that runs online and has aired in markets including Dallas and Phoenix.

The early work gives Pei Wei a way to highlight how its food prep, such as using fresh chicken that's cut and battered in restaurants daily, differs from what it suggests other chains do, which is to use frozen chicken that sits out for a while. We were rather inward looking," says Solano. Traffic in Pei Wei's restaurants started to increase, Solano says, almost immediately after the campaign began running. He declined to share recent sales trends. Panda Express, the market leader and self-proclaimed "home of American Chinese food," shrugs off any potential concerns over its much smaller competitor's new product, saying it is "humbled by the guest love for our Original Orange Chicken.

Pei Wei, with roughly restaurants, would have a long, long, long way to go to catch up to Panda Express. Solano, at least, has experience in turnarounds. His six years at Domino's included working on a new pizza recipe and even starring as its head chef in its overhaul campaign. Hell yes, I would.

But I would tell you for the size of our business we have the resources to hire an amazing agency roster. The agency declined to participate after the Panda Express account went up for review.

Fast forward a few years, and Siltanen helped Pei Wei come up with the tiger to go head-to-head against the panda. Solano, who says he always tests ads that he works on, calls the Pei Wei ad "killer" and "the best work I've done since I left Domino's. The tiger replaced the so-called "noodle man" in Pei Wei's logo and is starting to pop up on signs and packaging.

It also started tweeting in February. The character's account, which was recently verified, has a small but growing number of followers. So, would Solano take the tiger up against his former company, Wendy's, which has become known for its social media efforts? Panda Express, which worked with Bailey Lauerman after Siltanen and picked Wolfgang as its latest creative agency this year, didn't comment by press time on its own creative plans.

Jessica is Ad Age's food reporter, working out of the publication's Chicago bureau.

Pei Wei takes shots at giant Panda Express in turnaround | AdAge

She focuses on the packaged food and restaurant industries. Djankov, and L. Collis and C. Cyert and J. D'Aunno, R.

Book Review: Sweet Turnaround J

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