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P.F. Chang’s said the new subscription program includes upgraded earnings opportunities, VIP-level service and unlimited free delivery.

P.F. Chang’s China Bistro Inc. introduces Platinum Rewards subscription model

Restaurant brand updates loyalty program with paid membership option that offers special benefits

P.F. Chang’s China Bistro Inc. is updating its loyalty rewards with a subscription-based loyalty program called Platinum Rewards, the company announced this week.

The Scottsdale, Ariz.-based company, which operates the casual-dining bistro and the 17-unit P.F. Chang’s To Go fast-casual concept, said the new subscription program includes upgraded earnings opportunities, VIP-level service and unlimited free delivery.

“The new subscription-based program is a continuation of our goal to create differentiated experiences for P.F. Chang’s customers, and we believe P.F. Chang’s Platinum Rewards does that at the highest level,” said Damola Adamolekun, P.F. Chang’s CEO, in a statement.

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For a monthly $6.99 subscription fee, Platinum Rewards members will: earn 1.5 times as many points (or 15 points for every $1 spent) as Gold Rewards members on P.F. Chang’s dine-in, takeout and delivery orders; pay no order minimum or delivery fees with orders placed through pfchangs.com or on the P.F. Chang’s mobile app; get priority reservations on the stores’ waitlists; and have access to Platinum Concierges for questions or comments.

“As the first polished-casual restaurant chain to launch this kind of loyalty program, we are proud to drive innovation in the industry while adding even more value for our guests,” Adamolekun said.

For a monthly $6.99 subscription fee, Platinum Rewards members will: earn 1.5 times as many points (or 15 points for every $1 spent) as Gold Rewards members on P.F. Chang’s dine-in, takeout and delivery orders; pay no order minimum or delivery fees with orders placed through pfchangs.com or on the P.F. Chang’s mobile app; get priority reservations on the stores’ waitlists; and have access to Platinum Concierges for questions or comments.

The company said existing P.F. Chang’s Rewards members will automatically become P.F. Chang’s Gold Rewards members. P.F. Chang’s Gold Rewards members receive 10 points for every $1 spent at P.F. Chang’s as well as a complimentary birthday dessert or appetizer.

As part of the subscription program’s introduction, P.F. Chang’s is hosting an “Ultimate VIP Experience Sweepstakes” for one winner and a guest to visit the P.F. Chang’s flagship location of their choice in Honolulu, Las Vegas, Nev., or New York City.

Potential members can sign up for the programs online or through the P.F. Chang’s mobile app. More information about the Platinum Rewards loyalty program is available here.

“With more dining options available to consumers than ever before, P.F. Chang’s is continually evolving to provide guests with an elevated experience through new and innovative ways to meet their needs,” the company said.

Investment firms TriArtisan Capital Advisors LLC and Paulson & Co. Inc. acquired P.F. Chang’s from private-equity firm Centerbridge Partners L.P. in 2019.

P.F. Chang’s was founded in 1993 by Philip Chiang and Paul Fleming, The brand has more than 300 restaurants in 22 countries and U.S. airports.

Contact Ron Ruggless at Ronald.Ruggless@Informa.com

Follow him on Twitter: @RonRuggless

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