P.F. Chang’s Tries Late-Night Change into a Nightclub

Restaurant Business

A unit in Miami is bringing in entertainment and focusing on craft cocktails in a bid for post-11 p.m. business Thursday through Saturday

P.F. Chang’s is turning one of its restaurants into a nightclub Thursday
through Saturday in an unusual bid for late night traffic.

The casual chain’s branch in Miami’s Brickell Village morphs into
Chang’s After Dark at 11 p.m. For three hours on Thursdays and four
hours on Friday and Saturday, guests can sample high craft cocktails, a
different menu and entertainment from a DJ. Bottle service is also
offered.

To look more like a late-night hot spot, curtains drop down to frame a
low-lit bar. Entrance to Chang’s After Dark is limited to adults over 21.

The concept-within-a-concept is currently only offered at the Brickell
Village restaurant. The transformation “allows guests to experience P.F. Chang's in an
entirely new way, and they no longer need to leave the restaurant to
continue their night out," Joseph Mongeluzzi, P.F. Chang's vice
president of hospitality, said in a statement.

The late-night menu includes chicken katsu and Mongolian sliders, and
cocktails made with of-the-moment libations such as Hendrick’s gin,
Knob Creek rye whiskey and Altos Anejo tequila. Boozy milkshakes are
also offered.

Many casual chains have attempted to counter their segment’s
slowdown in traffic by focusing on lunch and off-premise business. Few
have focused on the late-night segment, an area that has been
successfully targeted in recent years by quick-service restaurants that
feature drive-thrus.

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