Qu - Restaurants Reinvented - Tana Davila - Transcript
Jen Kern: [00:00:00] Hello everyone and welcome back to Restaurants Reinvented. I am Jen Kern, your hostess here at the show, and today I have a very talented CMO with me. I'm really excited to introduce you all to Tana Davila. Hi, Tana.
[00:00:15] Tana Davila: [00:00:15] Hi, thanks so much for having me.
[00:00:18] Jen Kern: [00:00:18] Yeah, well, I'm really excited because, well, let me
[00:00:20] just give a quick bio background on you.
[00:00:22] So, Tana is the CMO at P.F. Chang's and P.F. Chang's is, I think everyone knows P.F. Chang's invented the lettuce wrap, I'm going to say. I'm just going to go out on a limb and say that the lettuce wrap, but.
[00:00:34] Tana Davila: [00:00:34] We share credit for that.
[00:00:35] Jen Kern: [00:00:35] Do you?
[00:00:37] Nice. I like it. I like it. Oh, I'm going to say about over 90 locations, right? Or do you have?
[00:00:42] Tana Davila: [00:00:42] We've actually got, we've got about 200 in the US, and about a 100 internationally. So, 300-ish total.
[00:00:47] Jen Kern: [00:00:47] Oh, okay. So, 300 locations. You, prior to PFC, you've been at PF Chang's seven years, prior to that, you were at Bimbo Bakeries for five years. Prior to that, you got your, both your law degree and your MBA. So, incredibly astute, we know that, an academically achieved. So, that's the background scrub I have on you.
[00:01:07] Welcome to the show, Tana.
[00:01:09] Tana Davila: [00:01:09] Thank you.
[00:01:10] Jen Kern: [00:01:10] Yeah, really excited to have you. As way of your introduction, how would you like to introduce yourself to guests?
[00:01:16] Tana Davila: [00:01:16] Okay. Gosh, well, I'm Tana. Like you said, I've been with PF Chang's for seven years, and it's been honestly the opportunity of a lifetime. I, you know, I started with the company as a brand manager and I'm the chief marketing officer. I've, I've been in that role for about two years, and I've seen just the brand evolve and change over time.
[00:01:33] I've seen a lot of change just in the leadership, the ownership of the company and the marketplace itself. So, it's been really the opportunity of a lifetime.
[00:01:40] Jen Kern: [00:01:40] Oh, I love to hear that. And, let's talk about the brand and the concept a little bit because just about everyone knows it's like a China bistro, all right? It's, it's Chinese, Asian-fusion type food. Talk to me, I know you have a brand background, talk to me about the brand and, and when you came in seven years ago, how you all were being portrayed in the market and how you're going to market today with your concept in your brand.
[00:02:02] Tana Davila: [00:02:02] Yeah. So, you know, honestly, it's been an evolution over time. I would tell you that when I started, I think the brand was very much a dine-in restaurant chain. Today we really think about ourselves more as an Asian culinary brand, much more omni-channel and how we think about the brand and how it manifests in the different ways with consumers.
[00:02:21] So, it's, it's definitely been an evolution over time, you know? I think, you know, we, we have a competitive mode around us, unlike a lot of other brands, so that's been obviously played to our advantage over time. I don't think a lot of people know, actually, the backstory, but our co-founder Philip Chang,
[00:02:35] his mother is actually credited with bringing Chinese food to America back in the sixties. She owned a restaurant called the "Mandarin" in San Francisco, and actually, over time it became quite famous, and so, it was really credited with that. She's a James Beard Lifetime Achievement Award winner,
[00:02:50] and so, really was the inspiration behind Philip to open his own restaurant. And, back in 1993, he partnered with Paul Fleming and PF Chang's was born. And, I think, you know, the, the core equity from the very beginning has been, we've actually always made our food from scratch. That's actually a little fact about PF Chang's that not a lot of people know.
[00:03:09] And so, it was really, the idea was this interesting, yet accessible Asian food in an elevated setting with a bit of American hospitality. And so, that's really the concept behind the brand.
[00:03:21] Jen Kern: [00:03:21] That's so interesting. I love it. I love that. The mom, right?
[00:03:25] Tana Davila: [00:03:25] Yeah, she's a really cool lady.
[00:03:28] Jen Kern: [00:03:28] Yeah,
[00:03:29] passed on those genes, right, to her son, and he, he took it and ran with it, wow. That's, that's quite a lovely story, actually. I really like that. And, you talked about James Beard lifetime Achievement Award, I mean, I grew up, my mom was always cooking out of James Beard cookbooks.
[00:03:43] Tana Davila: [00:03:43] Yeah.
[00:03:44] Jen Kern: [00:03:44] It's like, "Who is this guy, mom?"
[00:03:45] She just, she, she would like to be challenged, you know, tough recipes. So, well, great, so, so you talked about, like, a little, you touched a little bit on from a brand standpoint, the transition from dine-in to more omni-channel. Can you unpack that a little bit for our listeners and tell us where you are today in terms of how you're getting food to your, your favorite guests?
[00:04:05] Tana Davila: [00:04:05] Yeah. So, obviously it started as a dine-in experience. We were relatively early-movers in the delivery space, so that has definitely, I think, played to our advantage over time. We were actually the first national restaurant brand to assign with DoorDash. I was their first client. And so, it's just been, kind of, a wild ride, but that business has grown significantly over time.
[00:04:26] You know, I, I do think there's a bit of, Asian is one of the original takeout foods is actually the most popular after pizza, and you know, there's not a lot of large national players in the space besides ourselves. And so, it's, it's something we've been very focused on growing, pre-COVID, pre-pandemic,
[00:04:42] and, and so, we, kind of, think about that in three different ways. We call it off-premises, but really, there's, kind of, three pieces to it. So, we have a takeout business, a pickup business, which we've had for many years and has been a very large and continues to grow business, and then, obviously, delivery has, has risen over the last, call it five years,
[00:05:00] and we do participate in all of the, the, third-party marketplaces, but then we also offer delivery through pfchangs.com, and so, that has been a big enabler and unlock for us as well. And then, obviously, catering. And so, the business was rapidly growing pre-pandemic, and so, we were very focused on
[00:05:18] building a digital technology infrastructure to serve our guests however they want to use the brand. And then, that's really just accelerated with, with COVID and the pandemic, and so really coming out of the pandemic, our, our overall off-premises business has essentially doubled since, you know, pre pandemic levels and, and continues to grow.
[00:05:38] And so, it's really changed the way we think about the brand, how we operate our restaurant, how we structure it. And then, it's also continued to fuel the pipeline of PF Chang's to go, so we actually have launched an extension of the brand, and we did that before, actually, the pandemic, and so we opened our first location in Chicago in February of 2020.
[00:05:58] And now, we've got about 9 PF Chang's to go locations, with a pipeline of more, as we continue to scale, and what that allows us to do is just really penetrate the marketplace faster, it's more convenient, you know, we have 200 bistros across the US, but when you actually look at and do the math, we actually can't touch a whole lot of the US population
[00:06:17] that way, we just don't have enough of a footprint. And so, the PF Chang's to go model allows us to scale and reach a lot more people that are interested in Asian food.
[00:06:26] Jen Kern: [00:06:26] Hm. I saw that you opened your first to go store in New York city recently, and help me understand what does that look like? So, so it's to go only, is that correct?
[00:06:37] Tana Davila: [00:06:37] Yep. So, it's to go only. So, it's takeout, delivery, catering only. The early prototypes or generation does not have seating, we are looking at expanding and adding some seats, but it's really designed for a to go occasion. So yeah, it's been really exciting. We're real excited to continue to expand it.
[00:06:54] We just, actually, this week launched our first location in Texas.
[00:06:57] Jen Kern: [00:06:57] Oh, cool. Cool. So, really small footprint, I, I'd assume. Right?
[00:07:03] Tana Davila: [00:07:03] Yep. About 1500 square feet.
[00:07:05] Jen Kern: [00:07:05] Oh, wow. Yeah, that's super. Okay. Small footprint. Guests can just walk in. Food's ready. Do you have shelves or lockers or is it all handed over through, through a person?
[00:07:16] Tana Davila: [00:07:16] Yep. You can order in advance, and obviously we encourage people to do that through our site and through our mobile app. Yes, there's shelving. I mean, it's very small, so there's not a lot of staff. Obviously we have a chef and the food is exactly the same as PF Chang's, so that's been very intentional.
[00:07:30] We didn't want to change, obviously the, the product, right? We believe strongly in making our food from scratch, and everything that, I think, is, is core about why PF Chang's has been successful over time. So, the food is exactly the same and a lot of the chefs that we have trained for many years in our bistro locations are just moving to these new to goes as we open them.
[00:07:48] And then, yeah, I mean, the idea is, is to pick it up and go. So yeah, it's been great. We're really excited about it.
[00:07:54] Jen Kern: [00:07:54] Yeah. Yeah. That's, that sounds great. And, like you said, in terms of your expansion strategy, I can only imagine that's going to help you get into, like you were saying, a little bit more rural areas, suburban and rural areas. Is that, is that part of the plan?
[00:08:08] Tana Davila: [00:08:08] Yeah. So, you know, I would say the brand historically has performed really well in, like, suburban locations, and so that's where we have most of our bistro's today. We do have a couple locations that are more what I, what we call internally "flagship," so, you know, think about, like, plan a Hollywood on the Vegas trip, that sort of a thing,
[00:08:24] And so, we do play well in the tourist, kind of, mindset as well. Super highly penetrated today in urban environment, so to go allows us to go there. So, we actually didn't have any locations in Manhattan, until we opened the to go's. We do have a couple of bistros, like, in and around the New York Metro area, you know, a few in New Jersey, Long island, but nothing in the city.
[00:08:43] So, this, this has allowed us to do that, and then as we move forward, we're also considering additional suburban locations to expand to. So, you know, some of the markets that we're focused on are Texas and Florida, there'll be some forthcoming locations as well. So, it's going to be a mix and it'll be interesting to see, you know, which plays better for us.
[00:09:00] I would tell you, honestly, a lot of the sites that we selected in, in Manhattan, you know, were pre-pandemic, and so we, we were thinking there was going to be more of an office lunch situation, obviously things have changed, and so, you know, we'll see how that goes as the city reopens and folks, you know, may, may or may not come back to the office to work.
[00:09:18] But yeah, so, we're, we're, kind of, continuing to expand both a little bit urban and then also focus on the core suburban markets that the brand performs historically very well in.
[00:09:27] Jen Kern: [00:09:27] Fantastic. Yeah, that's fantastic. And so, it's probably a little too early for this question, but I'm sure you're looking at performance data, check size, you know, amount of orders you're able to process via the, to go only versus the larger bistros. Would love to know if you, if you have any data on that yet,
[00:09:45] and what's, what the trends are showing you.
[00:09:48] Tana Davila: [00:09:48] Yeah. I mean, it's, it's honestly quite early in terms of that. We see a pretty, I mean, we see not quite as high of an average check, but that's not super surprising obviously for our off-premises business, it's not as high of a check as, like, a dine-in occasion, right, where people are in the mood to celebrate, or maybe they're for a special occasions, it's a little bit different, a guest occasion.
[00:10:06] But it, it certainly, from a economic standpoint, if you think about, right, like, 1500 square foot box versus a 6,000 square foot box, it's significantly different, so it just allows us to scale the brand faster and get it to more people, frankly.
[00:10:20] Jen Kern: [00:10:20] Yeah, absolutely. Great. So, you're definitely reinventing your restaurant. It sounds like post-pandemic. And, are you seeing traffic starting to come back? I mean, I know it's
[00:10:30] Tana Davila: [00:10:30] we are.
[00:10:30] Jen Kern: [00:10:30] state by state, but yeah.
[00:10:31] Tana Davila: [00:10:31] Yeah, we are. So, it's interesting. Our off-premises business has basically doubled and that is holding and continues to grow. And then, our dine-in business has recovered too, and we are growing at rates that were better than our pre-pandemic levels. So, it's a really interesting dynamic,
[00:10:47] and it's, it's really changed the manifestation of the brand, and so it's just, it's, it's been really, kind of, a crazy ride to go from, you know, a very dine-in heavy reliant business to a hundred percent off-premise when, you know, the stay at home orders were in place to then this, kind of, new mix that we're still trying to, kind of, adjust in real time too. It's been quite, quite a ride.
[00:11:09] Jen Kern: [00:11:09] Yeah, right? It's like, "Hang on, the ride of your life." I think you said that at the beginning, "It's been the experience of a lifetime."
[00:11:16] Tana Davila: [00:11:16] Yeah. Every day is a new adventure.
[00:11:18] Jen Kern: [00:11:18] Yeah.
[00:11:19] Yeah.
[00:11:20] This, kind of, encapsulates marketing, I think, overall in, in the modern world. And, like you said, I mean, Asia was really one of the first, when you, when you started talking about it, I haven't had many Asian concepts on, in fact, I'm trying to think you might be the first, and maybe that's part of your competitive mode, perhaps.
[00:11:35] But, you know, if you think back, like, "We're one of the first businesses that delivered," you know, it was just everyone understood it to be like, "Oh, we can do takeout," you know, "Chinese takeout." Right? And so, I think you probably have that going for you, that sort of mentality was, you know, like you said, then the pandemic, kind of, built in and it performed really well,
[00:11:53] so that's, that's exciting. Let's shift a little bit and talk about marketing. I mean, I know you've been at PF Chang's seven years, you started in a brand role, you're now CMO. Tell me a little bit about that journey and what you've learned along the way.
[00:12:06] Tana Davila: [00:12:06] Yeah. You know, I think, at the end of the day, what I've learned is that the brand just has to be highly differentiated to succeed, and so I think that's something that we've continued to try to refine how we think about that, over time, you know? I think one of the things that we have evolved to, transitioned to is a much more focused presentation of the brand,
[00:12:25] everything from, you know, the color palette that we use, to the visual look of our restaurants, how we merchandise our website. Everything matters and it needs to be very cohesive. I think, you know, the brand obviously was founded in, in the early nineties, and was on this, kind of, crazy growth spurt for, for many years,
[00:12:43] and, and I think then, there was maybe a period of time where the business didn't invest enough in the brand, and so we've been spending a lot of energy, actually, reimaging our entire restaurant fleet, so remodeling all of our locations, so that's been definitely a labor of love, but we think that's actually really important.
[00:13:01] And, I think too, if you think about, you know, in this post-pandemic world and the dine-in restaurant occasion, I think, you know, consumers are much more aware now. Right? Like, delivery has become just more mainstream, more and more mainstream every year. I think you have to give people a reason to come to the restaurant,
[00:13:16] and so we're very focused on making it experiential. We've added quite a few, what we call "theater at the table" elements to the dining experience. So, you know, the dumplings come out and our sizzling on a plate has smoke coming, we have actually like a smoke-infused drink where you take the top off and it rises,
[00:13:34] it's called "the rising dragons." We've got a lot of different elements of the guest experience. We have a dessert that we light on fire that we're really excited about. So, just some fun elements that I think give people a little bit more of a reason to come, and, you know, it's not something that you can order for delivery and really make sense in that format.
[00:13:51] So, I think that's been really important, you know. I would tell you too, that I think, kind of, the secret sauce of PF Chang's over time because I guess, I don't know, the average lifespan of a restaurant is what, 2 years? We've been in business for almost 30 years, I think it's, I think the brand does a really nice job of, of this balance of intriguing, but yet accessible Asian food.
[00:14:11] And so, you know, you can call it, we call it different things, safe exploration, whatever you want, but I think it's that really, like, balance of something that pushes people a little bit or maybe something interesting that they haven't tried before, but in a very accessible, comfortable, safe environment, and so, I think that's, kind of, been from the very beginning what helped us be successful,
[00:14:30] and today, I think, is still really important and something we're very thoughtful about, our, our role and, and how we serve our guests.
[00:14:37] Jen Kern: [00:14:37] Wow, those are, I mean, you, you said three great things, I actually wrote them down. So, that, so differentiation, so important, right? So important to have, like, a really unique angle and, and be differentiated in the market and you follow that up by talking about focus, you know, and so find what you're really good at, differentiate really well and then focus there. And then, you talked about the experiment, experiential experience. Experience. I guess that's a double entendre, but you know, just making the, the in-restaurant experience a really nice warm, inviting special occasion, and I tend to agree with you. I think,
[00:15:16] when I go out now, I want, you know, I want to be able to pick, and people do have a lot of choices, but if you want to go casual, there are a lot of choices, if you want to go quick, there are a lot of choices, if you want to dine in, let's make it really simple, you know. Let's, I love how you're talking about, like, I remember when we used to go to a restaurant, when I was a kid, they had bananas foster, and that's what we'd all wait for, to bring them to the table, they'd light it off on fire,
[00:15:38] and it was like, "Woo," or, or, you know, or the sakura-type restaurants, where, you know, they make all the food in front of you. You know what I mean? That's just, it's such a special occasion, and I love that you're really leaning into that for the guests to, to make them feel wonderful, you know, and, and, and doing that as well through, you were, you talked a little bit, I think you were talking about, like, the concept, the interior design, and, and I just did an episode with Lydia Davidson who's phenomenal, and we, we'd spent the entire time talking about, like, now is the time you need to refresh your brand and your concept,
[00:16:11] whether that means messaging, how your employees are talking, showing up, it's all the way to, you know, what's your, what's your physical location look like, right? What's your website look like? What's every single property you own, whether it's digital or physical look like? And then, the last thing, the third was, like, this intriguing versus accessible,
[00:16:31] you know, I always think it's nice in marketing when you can come up with a brand that has, like, two, sort of, two concepts that, kind of, play off each other, that almost, like, challenge each other a little bit. It makes it so much more interesting from an engagement and attraction perspective. It goes a long way, I think,
[00:16:51] you know, with guests, with teens, you know, just, it just makes it, it makes it differentiated to come full circle.
[00:16:56] Tana Davila: [00:16:56] Yeah.
[00:16:57] Jen Kern: [00:16:57] So, hats off, like, that's, that's great stuff, I can tell you, I have a background, I'm a branding girl. And so, you know, as you started there, PF Chang's, with, I think, I think your title is, like, Director Brand or Manager of Brand, and then to, to the CMO position,
[00:17:13] what was the transition into each of those positions, like, and how, like, you know, maybe for our listeners looking to make that sort of progression through their career, what were some of the things that you would recommend and that worked for you?
[00:17:27] Tana Davila: [00:17:27] Yeah. You know, to be honest, it was pretty organic. I feel like I, sort of, ended up inheriting things, responsibilities, departments over time. So, you know, it actually first started with, they asked me to take on consumer insights, and so, you know, I guess the extent of my professional experience with market research was really just what I had learned in business school,
[00:17:45] so I, kind of, had to learn that, right, and figure that out. But it was, it was great. It was a great opportunity to just understand the data-side of it a little bit more. And, I do feel like, you know, it's interesting, I think a modern marketer, there's, kind of, two pieces that I think make, for me, at least on my team, a successful brand manager, someone that's very creative and really understands that side of, of the business,
[00:18:04] and then also is very analytical and data-driven. And so, it's really the combination of those two things that I think makes a very effective today, kind of, brand marketer. And so, I think, you know, I just leaned into the data side and I guess I was lucky because I came from consumer packaged goods,
[00:18:19] and I worked on, over time, my previous organization, a bunch of different brands, Sara Lee, Thomas' English muffins, and Timmons, or, or Wheat Bread. And, with that organization I had a lot of different roles, many of which were very data-driven, so, you know, for a period of time, I was doing category management,
[00:18:36] I was doing sales planning, building, you know, lots of Excel models and all that fun stuff. And so, I think, you know, as I took on other things, I just tried to apply what I learned on, on that side of, from my past, and I think that really helped me. I think, you know, I think there's a lot of folks, actually, that think today, that there's so much data out there,
[00:18:53] a marketer's job is easier. I actually think it's harder because now there's so much information. You really have to take the data and then figure out what it's saying, right, what's the insight from it, and what are we going to do about it. And so, I think, you know, for me, it was just a very organic transition,
[00:19:07] so I took on the insights function, and then, over time I took on the different pieces of digital as well. I started with overseeing the loyalty program and our, our database health and CRM platform, and then from there learned quite a bit about front-end development and things that I honestly never thought I would, would know much about.
[00:19:26] And so, it just, kind of, organically grew over time. And then, the most recent thing that my team has actually taken on is architectural design, which also has been new for us, and so we are, as I mentioned, remodeling the fleet. And so, my Head of Creative, his part of his job's now is not just marketing creative, marketing services, but also the design, which has been really, really fun.
[00:19:45] And, I think the thing that's been great is that I just, you know, I, I think it's okay to not know everything and ask lots of questions and, kind of, figure it out as you go. I think that that's been successful for me. And, I think there's a lot of people that maybe are afraid to ask about things that maybe they are not an expert in, but I think, you know, as you, your career grows over time, you, you end up overseeing things,
[00:20:05] some things you're more comfortable with, some things you're less, and so you just have to be open and, and, kind of, always be learning. I've learned so much just even from people on my own team.
[00:20:13] Jen Kern: [00:20:13] Great. Well, it sounds like it's an awesome fit and you're a natural at it and it's just worked out, so, you know, it was meant to be, it was meant to be, right? And so, that's, that's a really nice progression, and, and you alluded to your team
[00:20:27] members a little bit. What is the composition of your team and how do those functionaries break down?
[00:20:32] Tana Davila: [00:20:32] Yeah. So, I organize it basically into three functions. So, I have a brand group. We essentially align that by channel, right? So, we have some, some people that are more focused on the dine-in and celebration experience, and then we have a group of folks that are more focused on the off-premises and in everything that that business entails.
[00:20:49] Obviously I have a creative team, and so we do most of our creative actually in house. So, we have chosen a model where we don't outsource that, we think that's actually really important, has been one of our core competencies as a marketing group, and then, a digital team as well, and, and that digital team, you know, owns everything from, like, loyalty, e-commerce, mobile app,
[00:21:09] and then also handles, like, the third party relationships with the partners.
[00:21:14] Jen Kern: [00:21:14] Great. And then where does menu innovation reside?
[00:21:17] Tana Davila: [00:21:17] Oh, menu sits within the brand function. Yeah.
[00:21:20] Jen Kern: [00:21:20] It does.
[00:21:20] Tana Davila: [00:21:20] Yeah, so brand does, you know, brand has lots, has a pretty big scope, culinary, beverage, you know, innovation pipeline. We do quite a bit of a retail business as well, so we have a consumer packaged goods line, frozen food line and a sos line, and a forthcoming additional items in grocery that we're excited to be launching.
[00:21:38] And, that function also does, like, paid media, PR, so, yeah, we have a lot to do.
[00:21:44] Jen Kern: [00:21:44] And how has your team distributed? This is, kind of, a big topic these days, you know, virtual, remote working versus in-office, how, how's that all shake out?
[00:21:52] Tana Davila: [00:21:52] Yeah. You know, it's been interesting 'cause we were very much a, you know, you have to be here in office, kind of, organization, pre-pandemic, you know. Coming out of it, we're going to give folks flexibility. I think we're still trying to figure out exactly what that looks like, 'cause, you know, we've certainly had instances where, you know, there's a couple of people in the meeting that are here in person and then some are calling in,
[00:22:11] you know, it doesn't bother me, but I do like seeing my teams every once in a while. So, I think we're trying to figure out what that looks like. But, I do also have more team members now post-pandemic that are, that are remote in that, they live in a different state, and I think that has actually really allowed us to retain a much higher level of talent,
[00:22:28] so I think, you know, giving the flexibility has really been a benefit for us.
[00:22:32] Jen Kern: [00:22:32] Yeah, and, and you guys are in, did you say Arizona, or?
[00:22:36] Tana Davila: [00:22:36] Yeah, we're based in Scottsdale. Yeah. The first location was actually here in Scottsdale, and so we've always been headquartered here.
[00:22:43] Jen Kern: [00:22:43] Yeah. Yes. I would think that's, yeah, just from, like, where-do-people-live type of thing, it's probably a little bit harder to find talent. It's not an Austin or Houston, right?
[00:22:55] Tana Davila: [00:22:55] Yeah. Dallas.
[00:22:56] Jen Kern: [00:22:56] Yeah. Yeah.
[00:22:57] Well, that's, that's great. I mean, I've been, kind of, going through that same, sort of, thought process myself when I've actually hired people that are virtual-only the pandemic,
[00:23:07] and we just had our first in-person meetup where, you know, they, they flew up here to DC.
[00:23:14] Tana Davila: [00:23:14] Was it the first time you're meeting them in person?
[00:23:17] Jen Kern: [00:23:17] Yeah.
[00:23:17] Tana Davila: [00:23:17] Yeah.
[00:23:19] Jen Kern: [00:23:19] I mean, they're fairly new employees, but one of them had, had come up before, one of them have been here for a few months, but yeah.
[00:23:26] And, you know, it was three days, like, I'm, you know, you call me a little old school that way,
[00:23:30] but I don't think so because even, you know, I have very young people on the team, they loved it, the in-person collaboration, I think in marketing specifically, it's not the same, like, a lot of tech people, they company, and they love it, to be by
[00:23:41] Tana Davila: [00:23:41] Yeah. Oh yeah.
[00:23:42] Jen Kern: [00:23:42] that's different, but we just had three days and I tell you, it's like, yeah, that's, that's not replaceable, but I don't necessarily feel like we need to do that again next week or the following week.
[00:23:52] Like, I'm saying, "Once a month, once a month, you know, and let's see how that goes." That's how it works, you know, starting to stay flexible.
[00:23:58] Tana Davila: [00:23:58] And, I, I think I'm lucky too. I've got a lot of team members who've been, been with me for a long time, we've worked together for many years, I actually think that makes it a lot easier too.
[00:24:07] Jen Kern: [00:24:07] It really does. It really does. You know, and you talked about your background in B2C, you know, working, working for Sara Lee and e-commerce, and that's a, that's a trend that I've seen coming into the restaurant industry, which I think is going to really help catapult the role of marketing, which is one of the reasons I started this podcast, is to really elevate the role of marketing within the restaurant industry specifically,
[00:24:34] and, and that's definitely helping because it's bringing people, like you said, like yourself with more of, not just an analytical and digital mindset, but that transformational mindset around the guest engagement and around, you know, the restaurants have so much more to manage, right? Honestly, it's not like retail,
[00:24:52] when retail went through this digital transformation, where it was just like, "Okay, we're going to put all of our goods online." No, you're dealing with fresh food that you want to stay fresh, right? Although in your case though, you know, doing some frozen as well. And, are there any learnings or insights you've, you've, kind of, gleaned as you've looked at your, your food and your menu and portfolio, and you've branched out across these other channels?
[00:25:15] Tana Davila: [00:25:15] Yeah. I mean, gosh, I feel like we're constantly evaluating it. I would tell you that, I, you know, I do feel like the restaurant space is a little bit further behind a lot of other industries from just an e-commerce standpoint. And so, I feel like when I joined PF Chang's, I was surprised by some of the things that we were doing, I think, at the time,
[00:25:31] and just, we, you know, we, we, weren't thinking about ourselves as a technology company and to your point, you know, I actually think restaurant technology is way more complicated than selling some goods online that are shelf-stable, and I just, it's a different animal. And so, just, I think for us, one of the things we've learned is that,
[00:25:48] not only is it a huge priority, we have to constantly be evaluating it because the space itself is changing so quickly. And so, you know, vendors, there's lots of, you know, startups entering the space, some of them make it, some of them don't, I mean, it's just, it's just turning so quickly and it's highly fragmented.
[00:26:03] And so, I think for us, you know, for, for the size of our business, one of the things that I think has been successful for us is, we've taken an approach that, we call it like UX, as a service, so basically, you know, as semi-custom development mindset, you know, we're not a hundred percent buy, a hundred percent build,
[00:26:18] you know. We were actually, when I, when I first joined PF Chang's, we had, like, an army of developers and we, we, kind of, tried to do it ourselves and, you know, we're not a technology company, and so it just, it didn't really work. And then also, you know, we're not, you know, we have 300 restaurants, so we're large,
[00:26:31] but we're not, like, massive, so we, we can't necessarily afford a hundred percent custom environment either. And so, for us, what's really worked, is finding these partners that, you know, are usually relatively younger companies, very nimble, very tech minded, typically, you know, staff by relatively young people that, that get it, right?
[00:26:49] And so, that, and partnering with them and building the integrations that are needed to deliver what we want, that, that model has worked very well for us.
[00:26:57] Jen Kern: [00:26:57] Oh, that's great. That's great. Yeah. It's an interesting topic, you know, the buy versus build, and you see a lot of leaders in Marquee Brands, you know, The Dominoes, The Starbucks, The Penera, you hear they're building their own technology. Well, it's tough 'cause they can afford to, right?
[00:27:19] Tana Davila: [00:27:19] Yeah.
[00:27:19] Jen Kern: [00:27:19] They can afford it.
[00:27:21] There's not many restaurants that can afford to maintain and build themselves and keep up with the pace of digital, I just, I just, you know, and particularly when you get under, yeah,
[00:27:34] 200 locations, you know, it's just, it's not, it's not feasible. And, that's actually a big mission for us here at Qu, is to make our platform more accessible to, you know, restaurants, fast casual, QSR that are growing too, that are growing change and want that flexibility,
[00:27:49] and, and to be able to customize and use a more, like, agile development approach, which is, you know, what we do using our, you know, we have, we have two, three-weeks sprint releases, right? We, we do pushes just like any other tech company, which is pretty unheard of, I believe in the restaurant industry, like, we actually do releases every three weeks and like, "What, really? Yeah."
[00:28:10] For me, that's normal. I come, you know, I came from B2B tech, but. Yeah,
[00:28:14] that's a really interesting model. You're the first one I've heard, kind of, talk about, and you call it UX or US, UX services, is that what you call that?
[00:28:21] Tana Davila: [00:28:21] UX as a service is what I taught, what I call it. It's, yeah. Some of our partners refer to it like that as well. I don't know. Maybe we created that. We made that up, that term up. I don't know.
[00:28:31] Jen Kern: [00:28:31] Yeah. That's very cool. And how, how deep do you get in terms of technology responsibilities and making decisions on technologies that might not be just marketing-related? Do you have a holistic perspective? It sounds like, probably with, with that type of approach.
[00:28:46] Tana Davila: [00:28:46] Yeah, I feel, like, it's funny, you know, we had a team member who worked for us and then ended up moving, you know, across the country, and so, took another job and, and so, I'd worked with her for many years, and then when she came back, she's like, "Gosh, it seems like all you do now is technology," which is she just, like, making fun of me one day.
[00:29:03] But no, I, I, I feel like I'm very involved, I mean, obviously more, so on the front end, anything that's guest facing is really the things that I care the most about, but I, I certainly have a say or, you know, a point of view on, on anything else that we do do 'cause they're usually, there are downstream impacts on the guests, even though sometimes we think back-end things don't touch the guests, they, they end up having an impact.
[00:29:23] So yeah, so, it's, it's been a good partnership with our IT team. I've learned quite a lot along the way.
[00:29:29] Jen Kern: [00:29:29] Yeah, I bet. I bet. You said you learned to code.
[00:29:32] Tana Davila: [00:29:32] Okay.
[00:29:32] Jen Kern: [00:29:32] Front-end code, that's, that's huge. That's great. You know, one question I did want to ask you, you were talking about the different channels and, kind of, testing and learning, and, and some of the e-commerce stuff. Do you know what your most profitable channel is today?
[00:29:47] Is it still in store?
[00:29:48] Tana Davila: [00:29:48] Yeah. You know, it's changing. I think, you know, TBD, I mean, historically, if you just think about, you know, the model, take out was always our most profitable channel. We don't have the heavy delivery fees associated and then we don't have the in-restaurant labor component associated. But I think we've
[00:30:06] refined our staffing model as part of, you know, "Never waste a crisis," is something we like to say. So, we, kind of, had to reinvent how we staff our restaurant and we've actually gotten to, you know, a prime cost level that I don't think we ever thought we could, we could hit. And so, it's interesting, just in terms of, I think it's, it's evolving and especially as our mix changes,
[00:30:25] so part of it is just how you think about allocating costs too. But certainly, you know, it's, it's evolving as the actual business, the sales mix changes profoundly.
[00:30:35] Jen Kern: [00:30:35] And, have you seen issues and challenges around labor? Like, like?
[00:30:39] Tana Davila: [00:30:39] Yes, it's been, yeah, I mean, I think like everybody else in the industry, it's been a real challenge to the point where my team has actually gotten very involved in recruitment marketing and employer brand, and, you know. I don't know that historically that's been a huge focus for my team specifically,
[00:30:56] but I think one of the things that we've learned is that, and it's, it's really interesting because I've personally gotten a lot more involved in the last couple months, that space has, is changing super fast as well, and it almost feels to me like, you know, what digital marketing was, kind of like, five years ago, it's, kind of, where it feels like that space is right now.
[00:31:12] And so, one of the things that we've been doing is really applying how we think about digital marketing, return on ad spend and everything that we do on, on our paid media program, and it really just applying those practices to recruitment and trying to market us as an employer. And, it's actually working, we're seeing some good traction against it,
[00:31:30] and I think that there'll be more of a confluence between, you know, HR marketing going forward, at least for us and probably across the industry.
[00:31:38] Jen Kern: [00:31:38] Oh, that's great. Yeah. Yeah.
[00:31:40] That's, that's coming to my, my business as well. And, you know, who does that the best? The Big Five, right? They always have recruitment marketing powerhouses there, so I'm sure we can, we can now pick up some tips from them.
[00:31:54] Tana Davila: [00:31:54] Along the way.
[00:31:54] Jen Kern: [00:31:54] Yeah. Let's talk about some fun campaigns and, and, you know, it's summer, summer, summertime, right?
[00:32:01] And, July 4th is coming up, do you have any fun campaigns planned, new promotions or anything you're doing to really drive that guest engagement?
[00:32:09] Tana Davila: [00:32:09] Yeah, we, so we do a big, well, so we do, kind of, two big campaigns every year. We do a Lunar New Year campaign, which we actually just, you know, what's a couple of months ago now, and real excited about that, you know, it's a nice fit for the brand. This year we had a limited-time offer drink, we call it "the red lantern,"
[00:32:25] it lights up, literally. It's very cool. So, that was very successful and fun. And then, you know, as we move into the back half of the year, we do a holiday limited-time offering every year. We did one last year, performed actually the best. I think it's the best LTO we've ever had, on record, that I can remember.
[00:32:41] And so, we have an equally cool one coming this year. We're very focused on more elevated items, high-end, so that will be forthcoming. And then, from an advertising perspective, I guess some of my favorite campaigns, we call it internally like, "This is Asia," and it's basically spots that, kind of, showcase bringing, like, Asia to you, right?
[00:32:59] Transporting you, and it shows, you know, the beautiful streets of Asia and everything that, that offers, and then, kind of, pans back to, you know, our food and our restaurant and the idea is, you know, PF Chang's either at our, in our house, especially in the pandemic, that was an important, kind of, message, and those spots, you know, did very well for us.
[00:33:15] We ran them, gosh, we, we typically do some TV advertising at the end of the year, so we did that at the end of 2019, obviously last year in the middle of the crisis, we didn't, we didn't spend really on TV, but we'll see, kind of, where we land this year.
[00:33:29] Jen Kern: [00:33:29] Nice. And where's your ROI coming in terms of those different marketing channels and strategies?
[00:33:35] Tana Davila: [00:33:35] Yeah. Well, so, obviously TV is, traditional TV is a bit hard to measure, CTV is very easy to measure, so we, we've been actually starting to continue to allocate more funding there. We're seeing that work very well for us. And then, we spend actually a lot of, a lot of money on social media. We see a really strong ROI on, on that channel as well,
[00:33:53] and it's really crazy, even just the evolution of tracking. Right? So today, you know, I can see if I spend a dollar, what I get for that, whereas, you know, five years ago, we couldn't really see it with that level of granularity. We do track basically every dollar we spend and, and what it's delivering for us,
[00:34:07] and I think, try to balance that against having a mix and, you know, a reach mechanism as well for the brand, but also making sure, and our ownership has been very focused on making sure for every dollar we spend, there is a return and that's really how they think about marketing. And so, that's been one of the challenges to me and my team that I think we've, we've delivered on over time.
[00:34:27] Jen Kern: [00:34:27] And, I got to ask which channel is it? Is it Facebook, Instagram, TikTok?
[00:34:32] Tana Davila: [00:34:32] Yeah, I think we're still trying to figure out TikTok, it's new and emerging, and we're trying to figure out what role the brand should play there in that space. Obviously, there's lots of eyeballs there, so that's, kind of, a work in progress. But no, I mean, historically Facebook, Instagram, they, I, I feel, like, that, that platform, you know, that aggregated platform has the most sophistication in terms of targeting and segmentation,
[00:34:52] and so I think that's why it's most effective for us.
[00:34:55] Jen Kern: [00:34:55] Yeah. Yeah. And LinkedIn is actually, I've been adding last couple of years, last four or five years I've been, they're getting
[00:35:02] Tana Davila: [00:35:02] more
[00:35:02] And, just the amount of content now that is on LinkedIn, I feel like I can't even keep up with it some days. It's so crazy.
[00:35:07] Jen Kern: [00:35:07] Yeah. It's a lot. And, it's changed there too. Like, the tone, the tone. I remember LinkedIn used to be essentially a billboard.
[00:35:16] Tana Davila: [00:35:16] Yep.
[00:35:16] Jen Kern: [00:35:16] You know, it was like, "Here, go paste your ad," you know, and now it's getting, it's getting real, which is, I've loved watching that evolution.
[00:35:24] It's, it's mostly happened in the pandemic, and I think it's going to continue. And so, it's, it's funny. You see a lot of different opinions about it on there too. People that are still doing billboards and people that are getting really personal and opinionated, you know? So, that's, that's, that's definitely very interesting.
[00:35:42] So, so what would you say today, Tana, are your, your biggest challenges and your biggest opportunities?
[00:35:47] Tana Davila: [00:35:47] Yeah, gosh. I, so I'd say, like, honestly, one of our biggest challenges is just keeping up with the evolution of technology. I mean, that's something that I worry about, you know, I feel like we're always, we don't spend enough time worrying about what's the next thing that we need to be worrying about, frankly,
[00:36:02] and so I think that's honestly our biggest challenge, you know. I, I think, you know, the brand is now an e-commerce brand, it wasn't, you know, many years ago, and so just keeping up with the pace of that, of technology and innovation and everything that's changing in that space, is, is probably one of our biggest challenges.
[00:36:18] And then, honestly too, just from a pure manpower perspective, keeping up with the growth plans that we have has been very challenging. I think, you know, with the pandemic we've had to learn to do more with, you know, less people, less, less of everything, you know, in some ways, and so trying to get real scrappy and nimble on how we do that, but we still do it at the highest level we can.
[00:36:39] So, I'd say those are the things that I worry about, or I think a lot about.
[00:36:43] Jen Kern: [00:36:43] Yeah. How large is your team?
[00:36:45] Tana Davila: [00:36:45] I've got about 30 people, so.
[00:36:49] Jen Kern: [00:36:49] Okay. And has, has that expanded or contracted?
[00:36:52] Tana Davila: [00:36:52] You know, it's so, it's a little bit smaller then pre-pandemic, but not by much. It's funny, I was, I was looking at it the other day and we're, kind of, close to, we're close to back to the size that we, we had pre-pandemic, so yeah. And, we do, we do do quite a bit in house. The only agency, really, that we use as the paid digital media buys and we use, kind of, a local agency to, to do that piece for us, but everything else is essentially done in house.
[00:37:17] Jen Kern: [00:37:17] Yeah.
[00:37:17] And so, what do you, what do you see as next for restaurants in your space? You know, what are you really, think, you, you said, you know, it's, we need to be thinking forward and thinking about what's coming next, right? Some, some restaurants learned that the hard way in the pandemic, but what do you see coming and what, what might you be planning for that you could share with us?
[00:37:35] Tana Davila: [00:37:35] Yeah, sure. Well, so I think just at a, like, a macro level, I think there's, kind of, a blurring of the lines between the traditional restaurant segments, right? So, we would consider ourselves casual dine, or we call it, like, "polished casual," but, like, higher-end within casual dining. And then, you've got, you know, obviously, fast casual, the QSR segment.
[00:37:55] It seems like post-pandemic, there's, kind of, a blurring of, like, those occasions and how guests think about the role that each of those brands plays in their lives. So, it actually makes me think then that our competition is maybe much broader than we've historically thought about our competitive set,
[00:38:10] and it's something that, you know, I think does have implications for how we go to market, going forward.
[00:38:14] Jen Kern: [00:38:14] Hmm.
[00:38:15] Tana Davila: [00:38:15] So, you know, I think that's definitely something that is changing and we need to constantly be evaluating, you know, in terms of, kind of like, technology. You know, my hope is just the space continues to grow in terms of our ability to customize everything that we do,
[00:38:29] right, and deliver a better, you know. UX, UI, I think that's, that's really important, and the brands that do that well and see e-commerce as an extension of the brand are, are the ones that are gonna win. And, I think, you know, there's lots of emerging technologies, we'll see, you know, we've been looking at, like, you know, text to order and some of these things that are maybe not mainstream yet, but might becoming and, and things like that, I think are very interesting.
[00:38:51] We're, we're also focused right now on our, on our self delivery technology and how we do that, and how we do that, you know, hopefully better, faster than anybody else 'cause that's really important. I think speed has become just a key way you can win. Because consumers are just so used to being able to order anything they want now with the click of a button and they have very little patience.
[00:39:13] I think Amazon has trained the world, right? It's just show, you know, something should show up immediately. Like, I can't tell you how many times, just in my own personal life, like, I order something and when it doesn't show up, like, that day or the next day I get, like, annoyed, you know, and I think the same kind of mindset, you know, people maybe subconsciously apply to restaurants
[00:39:31] now, they want to be able to get their food quickly, and that's really important, so.
[00:39:36] Jen Kern: [00:39:36] Yeah, great stuff. Great stuff. I mean, you talked about the blurring of the lines, you know, and, and what we've seen this, you know, you've seen it too, the explosion of the ghost kitchens and the virtual brands and that creating more competition, potentially, for you or, or needing, needing to understand and take,
[00:39:53] take some different approaches on, on how we as marketers may conduct our competitive analysis, our market research, you know, who really is our competition, what is our TAM, you know, all those things. You know, I always believe staying, like you've very eloquently described, you know, flexible, open, agile, curious, that's key right now
[00:40:12] Right.
[00:40:12] to understanding the what's coming next. And you, you you've talked about your fleet. I'm curious, do you guys have, like, are your cars like PF Chang, like, branded on the side?
[00:40:23] Tana Davila: [00:40:23] We do have a car topper, so we, kind of, brand them steadily. We try not to be too, like, in your face. And they, they're usually a team member cars, but then we put some branding on the top of, but yeah. We are, we are building that infrastructure.
[00:40:37] Jen Kern: [00:40:37] That's so cool. I love it. What's the best marketing advice you were ever given?
[00:40:43] Tana Davila: [00:40:43] Oh, gosh. Well, so I think, you know, in terms of just assessing opportunities, right, in your career, I think that just the role that marketing plays in an organization can actually be really different depending on where you're at, how they value it, how they see it. I think the brands that, that really get that marketing drives the business and needs to be central, you know, have a seat at the table in all the decision-making, are the ones that I think succeed, especially if it's a B2C brand, I mean, at its core,
[00:41:08] so I think that's something that I've learned. You know, I had a boss once tell me to, and I think this has helped me over time, "You, you basically can't move up to the next position until you have effectively trained someone else to do your job and do it at the same level you're doing," and that was something that stuck with me, I think over time,
[00:41:23] and I think, you know, I've taken that to heart. I've even shared that, you know, at times with people on my own team, and I think that that, you know, has served me while I think, you know, at the end of the day one of the things that I'm trying to do as a leader is really just create a culture of followership,
[00:41:36] and I think that that's actually really important. And, what I mean by that is, you know, constantly thinking about the people, thinking about the organization, how to push the people on my team to do more, to do different, you know, do better. I think that, you know, that's my job, is to really grow and develop them and give them opportunities.
[00:41:54] And so, I think the people that get that, and I think too, you know, you teach them what you know and then you get out of, you get out of their way to some extent too. But I think that that's really served me well over time, and, you know, I hope that, you know, if you ask them, they would say the same thing.
[00:42:08] Jen Kern: [00:42:08] That's great. I love the culture of followership. Yes. It's almost, like, it sounds like a book. Did you get that from a book?
[00:42:14] Tana Davila: [00:42:14] No, no. Somebody I was interviewing for a role on, like, our executive team mentioned it to me, like, "Oh, you, you seem like someone that would do this very well," and that's how he, he described it, and I thought, "That's very insightful. I like that."
[00:42:28] Jen Kern: [00:42:28] Yeah. Well, speaking of books and resources, where do you go for inspiration? I mean, are there any sites, people you follow, books you read, like, how do you stay really, like,
[00:42:38] Tana Davila: [00:42:38] Okay.
[00:42:38] Jen Kern: [00:42:38] yeah, kind of, in the "know I'm plugged, plugged in" and from a professional standpoint?
[00:42:43] Tana Davila: [00:42:43] You know, it's funny, I'm not a huge book reader, to be honest, I feel like I just spent so many years of my life in school and especially
[00:42:49] Jen Kern: [00:42:49] Yeah,
[00:42:50]Tana Davila: [00:42:50] reading every day. I don't get, like, a ton of enjoyment out of reading long books, frankly. I spend a lot of time reading the news. Just, you know, Wall Street Journal, New York Times, the basics,
[00:42:58] but I think at least it keeps you connected and dialed in, and then obviously the industry news as well, is I feel like just everywhere, you know, your email, on LinkedIn, et cetera. So, that's really how I try to stay up to speed with what's going on with the world and within the marketing world as well.
[00:43:13] Jen Kern: [00:43:13] Yeah. And, keeping employees motivated, I mean, 30-person team, it's not small, what are some of your tips or tricks there for, for keeping people, your team engaged, motivated, happy, you know, good, good work-life balance?
[00:43:27] Tana Davila: [00:43:27] Yeah.
[00:43:28] Jen Kern: [00:43:28] How are you doing that?
[00:43:29] Tana Davila: [00:43:29] Yeah. I mean, I think it's really important, I try to set a good example myself, just in how I, how I do that. I try not to send a lot of emails on the weekend, those sorts of thing, I think it's important to be able to unplug, you know. I think one of the things that I've tried to continue to encourage my team is cross-training,
[00:43:45] I think has been a big thing with us. And so, and I guess what I mean by that is I feel like marketing today, marketing organizations tend to be very like siloed, like, you do one specific function within marketing. And, for us, I think the people on my team that have been most effective have been the ones that can, kind of, rotate and take on different pieces of marketing and learn them,
[00:44:04] so, you know, maybe being a brand role one year and then take on CRM or then take on, you know, insights, and so I think for us, I think that's kept people engaged. I think it helps them develop another skillset and it gives them opportunity to grow. And so, I think that has been really important. And, I think the other thing too, that at least for us, right, as a restaurant brand is I think people forget sometimes that the brand itself is, is 20,000 team members deep.
[00:44:29] Right? And so, it is a people-business at its core, and so we have to think about how we basically serve the restaurants. That's our role, right? If you think about servant leadership and, you know, as a restaurant support center, our job is to basically enable the field leaders who are on the front lines,
[00:44:46] and so just making sure that we hire and, you know, encourage that kind of a mindset, I think is actually really important. We're not selling a product. And so, the delivery of the brand in the restaurant every day is honestly, probably the most important thing. It's what matters the most.
[00:45:01] Jen Kern: [00:45:01] Yeah.
[00:45:02] Yeah, absolutely. That's your, that's your meat and potatoes.
[00:45:06] Tana Davila: [00:45:06] Yeah.
[00:45:06] Jen Kern: [00:45:06] That's your lettuce and teriyaki. That's fantastic. Well, as we wrap here, Tana, I'd love to hear, you know, any parting advice you have for marketers in restaurants today, maybe listening to this, you know, saying, "Wow." I mean, you, you deliver the goods for sure,
[00:45:25] so, so thank you for coming out and showing up. You've got clearly a lot of great experience and, and sharing a lot of learnings that I think will be great takeaway, and so, you know, parting advice for, for restaurant marketers, and then any infomercial you want to do for, for your brand, for yourself any, any support out there for the community,
[00:45:44] however you want to spend your infomercial time, please do.
[00:45:47] Tana Davila: [00:45:47] Oh, gosh. Okay. I don't know if I'm the infomercial type, but no, I mean, in terms of advice, I, you know, I would just say, like, always be open to learning. I feel like, you know, the most effective marketers are, are, are lifetime learners. There's always something new you can learn, and I think just having that mindset is really important.
[00:46:05] And then also, I think just learning the different aspects of marketing, I think, it's not, it's not just advertising anymore, like, a TV spot, it's just so much more complicated, and, and just in how you think about it, you know, what, even, like, folks on my team spend their time on, I think that's really important.
[00:46:20] And then, I do really feel like understanding how, you know, technology fits with your brand and what you're trying to deliver, and then making sure you're ahead of it, is really important. I honestly feel, like, a lot of the digital technology choices that we made pre-pandemic, set us up to, not only thrive, you know, in this environment, that's been the last, you know, year and a half, two years, it's been insane,
[00:46:43] but really our why the brand has survived too, frankly. And so, I think, you know, things that we were naturally pushing ourselves to do, 'cause we just intuitively felt like it was the right thing to do, are, are why, you know, we're going to emerge out of this, hopefully stronger than ever.
[00:46:57] Jen Kern: [00:46:57] Yeah. Yeah. Well, great advice. Thank you so much for joining the show, Tana.
[00:47:02] Tana Davila: [00:47:02] Oh my gosh. It's, yeah, no, it's been super fun. Thanks for having me.
[00:47:06] Jen Kern: [00:47:06] Oh, good. Good. I'm so glad you came out and best of luck to you and PF Chang's on the go and PF Chang's in the, in the store and in the restaurant, and wish you much success for the remainder of 2021.
[00:47:20] Tana Davila: [00:47:20] Thanks so much. It's, it's been a pleasure.
[00:47:22] Jen Kern: [00:47:22] Thank you.