P.F. Chang’s Promotes Social Media Expert to Lead Marketing Communications
P.F. Chang's has promoted Patrick Benson, its head of social media, to director of marketing communications in a newly created role. This move formalizes the strategy behind recent successful campaigns such as Lunar New Year and Summer in Tokyo, which leveraged influencer partnerships and digital storytelling. These efforts have generated significant engagement, including 200 million video views and $11 million in earned media value. Benson has been central to P.F. Chang's marketing turnaround since joining the company early last year. His work includes a viral campaign sparked by an interaction with TikTok user @badvina that led to real-world orders for fake cakes, which became a positive publicity moment for the chain. In his new role, Benson will oversee public relations, corporate communications, influencer strategy, and social media. P.F. Chang's is part of a broader trend among full-service restaurants shifting marketing efforts toward digital platforms. The company has seen strong sales growth as it continues its turnaround under CEO Jim Mazany.
Tickers: $LOCO
Topics: Marketing Restaurant Industry Social Media