P.F. Chang’s this year is expanding its promotions and philanthropy around the Chinese New Year celebration, which begins on Monday, Feb. 8.
The Phoenix, Ariz.-based casual-dining Asian chain will be donating $1 for every item sold on its limited-time Chinese New Year menu to the Boys & Girls Clubs of America, up to $100,000.
The New Year menu includes house-made Butternut Squash Dumplings, Hong Kong-Style Sea Bass, Long Life Noodles with Prawns and Sichuan Chili Garlic Chicken. Special beverages in the promotion will include the whiskey-based Monkey Mule and house-made ginger beer.
In addition, P.F. Chang’s philanthropic efforts will employ social media, with the brand giving a $1 donation for every photo posted on Facebook, Instagram and Twitter with the hashtag #PFChangsWish.
Some customers who post wishes with the photos will be randomly rewarded throughout the month, the company said.
The special menu and promotions will extend through the end of February, said Rachael Drill, operating partner at one of six P.F. Chang’s in the Dallas area.
On the day itself, she said restaurants will offer “wishing trees” with red envelopes that will reward guests with various levels of points from the brand’s loyalty program. In China, gifts are traditionally given in a red envelope, which symbolizes good luck and is said to ward off evil spirits.
Five winners at the 210 domestic P.F. Chang’s will get randomly get an envelop that contains enough points for a year of meals.