The Program Overhaul

P.F. Chang's is rolling out a broad bar and menu refresh at participating locations, anchoring a redesigned wine list around Seven Daughters Moscato — the Terlato Wine Group label for which Academy Award-nominee Taraji P. Henson serves as Strategic Advisor and Creative Collaborator. The moves signal an effort by the 300-plus-unit Pan-Asian chain to capture a larger share of weekday dining occasions, a daypart that casual-dining operators have increasingly targeted as dinner traffic remains pressured by value-seeking consumers.

Pricing & Menu Architecture

The new Happy Hour, running Monday through Friday from 3 to 6 p.m. in the bar and on the patio at eligible locations, carries a tiered price structure: $6 for select beer and wine, $9 for cocktails, $12 for full-size appetizers, and $15 for the new Sushi & Sip pairing — a Spicy Tuna or California Roll served with either a Sapporo draft or a single-serve Joto One "Graffiti Cup" sake. A dedicated sake category and a $12 Japanese whisky flight — featuring Toki, Mars Iwai 45 and Nikka Coffey Grain — round out the bar additions. Wine Wednesday extends the value proposition further, offering half-price bottles of wine, Champagne and sake all day for dine-in guests 21 and older.

The overhauled wine list organizes selections by flavor profile — ranging from Sparkling & Refreshing to Full & Bold — rather than by varietal, a format increasingly favored by casual-dining operators looking to reduce friction for wine-uncertain guests. Seven Daughters Moscato, sourced from Moscato grapes grown on family farms in Italy's Veneto region and ranked the top-selling Moscato in U.S. on-premise establishments by data provider Somm.ai, is available by the glass and bottle and is designated the suggested pairing for P.F. Chang's Dynamite Shrimp. Other labels added to the list include Gratien Meyer Crémant de Loire Brut Rosé, Belle Glos "Las Alturas" Pinot Noir, Stags' Leap "Aveta" Sauvignon Blanc, Penfolds Max's Shiraz and DAOU Cabernet Sauvignon.

Permanent Menu Additions

Three dishes previously offered as limited-time items graduate to the permanent "Chef's Favorites" section: an NY Prime Strip Steak Tataki with yuzu ponzu and togarashi aioli; Lobster & Prawn Fried Rice tossed with cremini mushrooms and lobster sauce; and an Oolong Chilean Sea Bass, a wild-caught, tea-marinated fillet. Lobster & Prawn Fried Rice and the sea bass are also available for takeout and delivery, extending their revenue potential beyond the dine-in occasion. Sushi menu expansion includes Spicy Tuna Crispy Rice, a Tiger Roll, a Philly Roll and a shareable Sushi Boat.

"Happy Hour should be an opportunity to experience what our kitchen does best," said Steve Solis, VP of Culinary at P.F. Chang's. "With full-size appetizers and the new Sushi & Sip pairing, we're putting the food front and center and giving guests a reason to make us part of their weekday plans."

The launch fits a broader pattern in the casual-dining segment, where chains are deploying beverage-led promotions and celebrity brand partnerships to drive traffic and average-check lift without heavy discounting. For more on celebrity partnerships reshaping casual-dining menus, see our coverage of entertainment-brand collaborations in foodservice. Operators evaluating the competitive landscape for premium beverage programs can also find context in our restaurant beverage trends analysis.

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.