PF Chang’s

PROJECT SPOTLIGHT

PF Changs

Producing on-budget custom restaurant content

P.F. Chang’s is an Asian restaurant concept founded on making food from scratch every day in every restaurant. Created in 1993 by Philip Chiang and Paul Fleming, P.F. Chang’s is the first multi-unit restaurant concept in the U.S. to honor and celebrate the 2,000-year-old tradition of wok cooking as the center of the guest experience.

Challenge

The Creative Director at P.F. Chang’s was tasked with photographing the exteriors of all 210 locations, coast to coast, to pair with their online listings. The images needed to be high-quality, consistent, and feature enough of the exterior for visitors to acquaint themselves. The traditional method—sending a photographer on tour—was cost-prohibitive, and would take longer than the three weeks they had. The team turned to Snapwire.

Solution

Snapwire’s location-mapping feature allowed the P.F. Chang’s team to locate photographers near each of their restaurants. Snapwire helped the team build a brief to ensure all exterior photos were shot in landscape with a wide view, and launched 200+ simultaneous projects. The P.F. Chang’s team had their high- quality, consistent, on-brand photos in two weeks for a fraction of the cost of a traditional shoot.

Results

2
Weeks Completion Time
200 +
Locations
210
Content Pieces Produced
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