P.F. Chang’s Late-Night Concept Looks To Tap Into Gen Z’s Desire for Entertainment

Brands like P.F. Chang’s and IHOP have been finding ways to appeal to the younger consumers' appetite for restaurants that provide more than just a good meal.

By Luca Piacentini1851 Franchise Managing Editor

3:15PM • 11/01/19

Sometimes, a good meal just isn’t enough—consumers want an experience. Recently, P.F. Chang's launched a new restaurant concept named Chang's After Dark in Miami to provide a late-night destination with exclusive bar and dining menu, bottle service and live entertainment.

P.F. Chang’s new concept is an attempt to target the Miami party crowd and the younger generation with custom cocktails that feature thematic names like Emperor's Kiss as well as food items like Mongolian Sliders and Chicken Katsu Sliders. The new concept falls in line with the full-service segment’s trend of entertainment-themed restaurants.

According to a recent EventBrite survey, 75% of people believe unique dining experiences are worth paying more for. Other franchisors have been honing in on improving alcohol offerings, including Applebee's happy hour deals and recent partnership with Valentine Distilling Co. to offer two craft cocktails in 65 of its store locations. TGI Friday's launched a Five Bar menu in June featuring $5 beer, wine and clean-label premium cocktails, while IHOP added its first full-service bar at one of its Phoenix locations.

In the QSR segment, Taco Bell was one of the first major brands to pilot this trend with its Taco Bell Cantina concept in Wicker Park, Chicago. Launched in 2015, Taco Bell Cantinas feature an urban restaurant design, open kitchen, custom menu with shareable appetizers and alcoholic beverages.

Franchise concepts with a strong entertainment component have been thriving within the full-service category. By focusing on added experience-related features like live music, spirits and creative food menus, consumers are more likely to visit the restaurant after traditional meal hours. Also, late-night concepts offer an incentive for diners already at the restaurant to stay longer and spend more money.

As full-service, fast casual and QSR dining chains continue to look for new ways to excite younger consumers, franchisors increasingly need to think outside of the box to be successful.