P.F. Chang's

For years, Chinese and pizza were two cuisines known to corner the market in food delivery. In the early 90’s, P.F. Chang’s was innovative in their approach of creating an elevated dine-in restaurant experience in the Asian fusion space. 25 years later, the market shifted again as food-delivery apps like Uber Eats, DoorDash, and Postmates brought a new delivery experience to consumers through digital apps. In order to avoid disruption and stay competitive as the restaurant and take-out space expanded, P.F. Chang’s realized it needed to better understand the evolved consumer landscape. They came to Cast & Hue with the challenge of better understanding the new holistic experience, with an emphasis on emerging digital channels, so they could ultimately increase conversion rates through all channels.

We determined that the best way to understand the holistic experience was through understanding the customers' needs and motivations through Jobs to be Done. We spoke to a wide range of P.F. Chang’s customers across their key markets, including those who preferred dine-in, take-out, and delivery.

The insights from these interviews informed the development of 7 Demand Profiles, which are Cast & Hue’s take on personas driven primarily through needs that support a Job to be Done of a customer. Demand Profiles lead with motivations and layer demographic information later to ensure that marketing strategies are effective and resonate with their audiences.

Once our Demand Profiles were developed, we deployed a quantitative survey across the country to validate our findings and understand the nuances that existed between audiences so we could effectively target and market to these audiences.