PF Chang's Taps Marketing Veteran Holly Smith as New CMO to Lead Brand Evolution
In a strategic move to bolster its marketing leadership, PF Chang's China Bistro announced today the appointment of Holly Smith as its new Chief Marketing Officer (CMO). Smith, a veteran with a track record of revitalizing restaurant brands, will helm all brand and marketing operations for the global Asian-fusion chain.
Reporting directly to President and CEO Jim Mazany, Smith will be tasked with shaping PF Chang's consumer-facing strategy, overseeing creative development, data-driven marketing, and digital engagement initiatives. Her mandate is clear: to strengthen the brand's connection with its diverse customer base and support ambitious growth plans in a competitive casual dining landscape.
"Holly's expertise in crafting consumer-centric brand strategies and leading high-impact campaigns is precisely what we need at this juncture," said Mazany in a statement. "Her vision will be crucial as we work to create memorable experiences and expand our reach to new and existing guests."
Smith joins PF Chang's from a portfolio of prominent roles at brands like Rosa Mexicano, Yardbird, and Macaroni Grill, where she led efforts to modernize brand images, redesign menus, and execute cross-channel campaigns. She steps into the role as the restaurant industry navigates post-pandemic shifts in dining habits, increased digital integration, and pressure to maintain cultural relevance.
"I am thrilled to join PF Chang's, a brand with such a storied legacy and a passionate following," Smith commented. "This is a pivotal moment to deepen those emotional connections with diners and drive sustainable growth alongside the talented teams here."
Founded in 1993 by Philip Chiang and Paul Fleming, PF Chang's operates over 300 restaurants across 23 countries. The appointment signals the chain's intent to sharpen its marketing edge as it continues its international expansion.
Industry Voices React
Michael Torres, Restaurant Analyst at Hudson Group: "This is a solid, expected hire. Smith's background in menu and brand refreshes for established chains aligns perfectly with PF Chang's needs. The real test will be translating that experience into same-store sales growth in a market where consumer wallets are tight."
Sarah Chen, Former Marketing Director for a competing chain: "Holly is a fantastic choice. Her work at Yardbird demonstrated an authentic understanding of brand narrative. For PF Chang's, which sits at the intersection of casual dining and experiential eating, that narrative-driven approach could be a game-changer for guest loyalty."
David R. Miller, Food Industry Blog 'The Main Course': "Another executive musical chair. Does a new CMO really change the game for a massive chain like PF Chang's, or is this just corporate optics? The challenges are systemic—rising costs, formulaic menus. We need to see real innovation, not just new campaign slogans, to believe this will move the needle."
Priya Sharma, Hospitality Consultant: "Smith's focus on data and digital engagement is key. The future of casual dining is a seamless blend of physical experience and digital convenience. Her ability to leverage data to personalize guest interactions, from online ordering to in-restaurant tech, could significantly enhance the brand's value proposition."
This report is based on a press release and corporate announcements from PF Chang's.