P.F. Chang's has promoted Patrick Benson to Director of Marketing Communications, a newly created role that formalizes the casual-dining chain's integrated communications function following what the Scottsdale-based brand describes as one of its strongest commercial years on record.
The Numbers
Over the past year, P.F. Chang's influencer and social media programs — spanning more than 100 creator partnerships — generated in excess of 200 million video views and $11 million in earned media value. The brand credited that output with supporting record guest engagement and contributing to what it characterizes as one of its strongest sales years to date. The chain operates more than 300 restaurants across 23 countries and U.S. airport locations, giving earned-media scale meaningful reach across both domestic and international markets.
Benson's Mandate
In the new role, Benson will oversee public relations, corporate communications, influencer strategy, and social media, reporting into the broader marketing organization led by Holly Smith, Chief Marketing Officer. Smith credited Benson with transforming the brand's digital presence through creator-first storytelling and culturally timed activations — campaigns tied to Lunar New Year, Valentine's Day, Mother's Day, and a Summer in Tokyo promotional push — that drew on talent partnerships from the entertainment sector.
"Patrick's ability to seamlessly connect social, influencer, public relations, and brand storytelling has elevated every campaign he's touched," Smith said, "making him the ideal leader to build this function and help shape the next chapter of our brand."
Benson joined P.F. Chang's after more than 15 years leading social and digital marketing at entertainment and restaurant companies including NBC, FOX, CBS, and El Pollo Loco. He has appeared on Business Insider's Top 16 Influencer Executives list, Nation's Restaurant News' 2024 Power List, and Brand Innovators' 40 Under 40 West Coast roster.
Why It Matters
The structural move reflects a broader shift in how full-service and fast-casual chains are organizing their marketing departments. As influencer-driven foodservice marketing has migrated from experimental budget line to core channel, operators of P.F. Chang's scale are elevating social and earned-media functions — previously embedded within broader marketing teams — into standalone reporting units with dedicated leadership and headcount.
The decision to carve out a formal Marketing Communications department also signals P.F. Chang's intent to compete for cultural relevance at a time when casual-dining chains face intensifying pressure from fast-casual entrants and delivery-native concepts. Centralizing PR, influencer, and social under one director is designed to sharpen message consistency as the brand pursues further international expansion across its 23-country footprint.
"We've proven that when creativity, culture, and compelling storytelling come together, they create real business impact," Benson said in a statement.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
