Doing Good is Good Business: How Panda Express is Redefining Brand Value through Purpose-Driven Marketing

 

Steven Johnson the Grocerant Guru® at Tacoma, WA based Foodservice Solutions® believes that in today’s highly competitive food marketing landscape, consumer loyalty is no longer won by taste alone. Authenticity, social responsibility, and emotional connection are driving forces behind brand preference and purchasing behavior. One shining example of this trend is Panda Express, which has not only embraced these values but has also raised over $200 million for Children’s Miracle Network Hospitals (CMN Hospitals) — a feat that underscores the powerful intersection of doing good and building lasting goodwill.

The Economics of Empathy in Food Marketing

According to a recent NielsenIQ study, 73% of global consumers say they would definitely or probably change their consumption habits to reduce their environmental impact. Similarly, Edelman’s Trust Barometer consistently shows that brands perceived as purpose-driven grow faster and retain customers longer. Foodservice, particularly in the QSR (Quick Service Restaurant) segment, is experiencing a transformation where values are no longer an optional side dish — they are the main course.

Steven Johnson, the Grocerant Guru® and a long-time advocate for emotional relevance in food retail, observes:

“We are seeing the rise of the empathetic brand. The modern consumer wants to align with companies that care — not just say they care. This goes beyond cause-marketing. It’s about embedded values and long-term commitments.”

Panda Express exemplifies this principle with their enduring partnership with CMN Hospitals.

Panda Express and the Power of Purpose

Panda Express is not only the largest family-owned Asian dining concept in America — it is also one of the most impactful philanthropic leaders in the industry. Their $200 million fundraising milestone for CMN Hospitals wasn’t the result of a flashy campaign; it was the accumulation of everyday customer interactions and company-wide commitment.

Central to their philanthropic initiative is the Panda Cares Centers of Hope, which exist in 72 hospitals across the U.S. These centers are designed to enhance the mental, emotional, and spiritual well-being of hospitalized children. From music and pet therapy rooms to outdoor gardens and chapels, these spaces offer children and families a sanctuary of healing.

As Panda Express Co-Founder Peggy Cherng explains:

“Every donation, large or small, has directly contributed to creating spaces of hope and healing, allowing children to focus on being kids.”

Emotional Connection as a Brand Differentiator

What sets Panda Express apart is its seamless integration of giving into the brand DNA. Customers aren’t just buying orange chicken; they’re participating in a mission. This kind of emotional resonance translates into tangible business results:

·       Increased customer loyalty: Shoppers are 4 to 6 times more likely to trust and buy from purpose-driven brands (Zeno Group, 2021).

·       Employee engagement: Brands with strong social impact programs see up to 50% reduction in turnover, especially among younger employees (Cone Communications).

·       Stronger brand equity: When brands create emotional value, it builds resilience, enabling them to weather economic or reputational storms more effectively.

Local Impact, National Reach

Panda Express’ impact is both scalable and personal. Centers of Hope are rooted in local communities, from Duke Children’s in Durham, NC to St. Luke’s Children’s in Boise, ID — making the benefits visible and meaningful across America. This “glocal” approach — global vision with local execution — has become a cornerstone of effective cause marketing in food retail.

Steven Johnson adds:

“When consumers see that their purchase can uplift their own community, it flips the script. Fast food becomes fast healing. That’s an emotional value proposition no coupon can beat.”

A Blueprint for the Future

Panda Express has provided a clear model for how food brands can thrive by serving not only meals, but missions. Their long-term, high-impact commitment to children’s health exemplifies the modern marketing trifecta: transparency, community focus, and emotional resonance.

As the food industry looks ahead, brands that weave goodness into their core identity — not as a campaign, but as a culture — will be the ones that win hearts, minds, and market share.

 

Think About This:
Doing good is no longer a peripheral strategy — it’s central to sustainable brand growth. Panda Express proves that when compassion and commerce align, the result is not just good will, but good business.

 

Success Leaves Clues—Are You Ready to Find Yours?

One key insight that continues to drive success is this: "The consumer is dynamic, not static." This principle is the foundation of our work at Foodservice Solutions®, where Steven Johnson, the Grocerant Guru®, has been helping brands stay relevant in an ever-evolving market.

Want to strengthen your brand’s connection with today’s consumers? Let’s talk. Call 253-759-7869 for more information.

Stay Ahead of the Competition with Fresh Ideas

Is your food marketing keeping up with tomorrow’s trends—or stuck in yesterday’s playbook? If you're ready for fresh ideations that set your brand apart, we’re here to help.

At Foodservice Solutions®, we specialize in consumer-driven retail food strategies that enhance convenience, differentiation, and individualization—key factors in driving growth.

👉 Email us at Steve@FoodserviceSolutions.us
👉 Connect with us on social media: Facebook, LinkedIn, Twitter

 

Panda Express: A Legacy of Grocerant Growth

 

In the ever-evolving world of food retail, one brand continues to exemplify the rise of grocerants—hybrid foodservice destinations that blend grocery and restaurant experiences. That brand is Panda Express. As a hallmark of American Chinese cuisine, Panda Express has not only carved out a unique space in the restaurant industry but has also helped define the success trajectory of grocerant concepts according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Let’s explore the historical roots of Panda Express, analyze why Chinese takeout resonates so deeply with U.S. consumers, and unpack the five foundational platforms of its success—along with five compelling reasons its growth will continue.

 

A Brief History of Panda Express

Panda Express was founded in 1983 by Andrew and Peggy Cherng, who had already built a successful sit-down restaurant, Panda Inn, in Pasadena, California. They saw the opportunity to offer flavorful, fast, and consistent Chinese-American cuisine in a limited-service format—what we now recognize as a grocerant cornerstone: portability, flavor-forward food, and affordability.

Their first location opened in the Glendale Galleria mall, and by leveraging high-traffic, convenience-focused environments like food courts and later Walmart and airport locations, Panda Express flourished. As of 2025, it operates over 2,300 locations and is the largest family-owned Chinese restaurant chain in the United States, with estimated annual revenue exceeding $3.5 billion.

 

Why Consumers Crave Takeout Chinese Food

Chinese takeout occupies a nostalgic and practical place in the American consumer psyche. The reasons are rooted in psychology, convenience, and culinary satisfaction:

·       Familiar Flavor Profiles: Sweet, savory, umami-heavy sauces like Orange Chicken and Beijing Beef hit multiple taste triggers.

·       Affordability & Portion Size: Generous servings at a reasonable price have long made Chinese takeout a family-friendly option.

·       Speed & Portability: It’s easy to carry, fast to prepare, and holds up well during travel—key to grocerant success.

·       Customizability: Consumers can mix and match entrees and sides, appealing to diverse dietary needs.

·       Emotional Comfort: With deep ties to both urban and suburban American dining culture, Chinese takeout is synonymous with comfort and celebration.

 

Five Pillars of Panda Express' Grocerant Success

1. Strategic Location Deployment

Panda Express leverages non-traditional spaces—malls, airports, college campuses, and Walmart stores—where time-pressed consumers crave quality, ready-to-eat meals. It anticipates need, rather than waits for diners to seek it out.

2. Menu Engineering and Innovation

Signature dishes like Orange Chicken (responsible for ~30% of sales) combine Chinese culinary heritage with American flavor preferences. Seasonal LTOs (limited-time offers) like Honey Sesame Chicken and plant-based Beyond™ offerings keep the menu fresh.

3. Operational Efficiency

Their kitchen model—wok-cooked meals in high volumes—allows speed and consistency. Combined with a vertically integrated supply chain, this drives both quality control and margin protection.

4. Tech and Loyalty Integration

Panda Express has seen mobile ordering increase by 55% YoY thanks to its well-designed app, third-party delivery partnerships, and the Panda Rewards loyalty program, which engages users with gamified experiences and exclusive offers.

5. Brand Authenticity and Family Ownership

Unlike many competitors, Panda remains family-owned, allowing for long-term strategy over short-term investor returns. The Cherng family’s commitment to values, training, and innovation echoes throughout its 47,000+ employees worldwide.

 

Five Reasons Panda Express Will Continue to Grow

1. Global Expansion Momentum

With new stores opening in Canada, South Korea, and the UAE, Panda Express is tapping into the growing global appetite for fast-casual Asian cuisine—projected to grow 6.8% CAGR through 2028.

2. Grocerant Synergy with Retailers

Panda Express's partnerships with large-format retailers, such as Walmart and Target, enhance foot traffic and offer built-in grocerant ecosystems, fulfilling the “meals instead of ingredients” consumer mindset.

3. Health-Conscious Menu Evolution

Healthier offerings like Super Greens sides, grilled teriyaki chicken, and low-sodium sauces align with consumer trends toward mindful eating—important when 42% of millennials claim they eat “mostly healthy” food.

4. Digital and Delivery Scale-Up

Panda’s investment in AI-based personalization, order-ahead tech, and a proprietary delivery ecosystem ensures they stay competitive in the $45B online food delivery market, projected to grow at 10.4% CAGR through 2030.

5. Cultural Relevance and Gen Z Appeal

Younger generations favor brands that blend tradition with creativity. Panda’s TikTok collaborations, anime-inspired campaigns, and Lunar New Year promotions resonate with a diverse and engaged Gen Z audience, now accounting for ~20% of all fast-casual traffic.

 

Think About This: A Grocerant Titan

Panda Express has done more than serve Chinese-American food—it has helped shape a category. As a grocerant pioneer, it has built a scalable, customer-centric, flavor-forward model that continues to evolve with changing demographics and habits. Whether through cultural resonance, tech-savvy operations, or international expansion, Panda Express embodies what the modern grocerant can and should be.

In a landscape where 71% of consumers say they prefer meals prepared outside the home, Panda Express is not just surviving—it's thriving. And as The Grocerant Guru™, I can tell you this: the orange glow of Panda’s legacy is only getting brighter.

Elevate Your Brand with Expert Insights

For corporate presentations, regional chain strategies, educational forums, or keynote speaking, Steven Johnson, the Grocerant Guru®, delivers actionable insights that fuel success.

With deep experience in restaurant operations, brand positioning, and strategic consulting, Steven provides valuable takeaways that inspire and drive results.

💡 Visit GrocerantGuru.com or FoodserviceSolutions.US
📞 Call 1-253-759-7869

 

Here’s How Panda Express NRG Partnership Can Drive Interactive Participatory Customer Engagement

 

Panda Express excels at customer focused interactive participatory engagement and it is one of their success clues that they continually build upon according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

The Panda Express and NRG partnership will drive interactive and participatory customer trials according to Johnson.  The collaboration offers several potential avenues for engagement let’s take a look:

Social Media Integration:

·         Livestream events: Panda Express could host live streams in collaboration with NRG, featuring NRG content creators or gamers enjoying Panda Express meals and engaging with viewers through Q&A sessions or challenges. Viewers could be encouraged to try Panda Express themselves and share their experiences using dedicated hashtags or participate in polls related to menu items.

·         Contests and Giveaways: Both brands could run joint contests or giveaways on their social media platforms, offering prizes like exclusive merchandise, NRG coaching sessions, or Panda Express meal vouchers. Participation could involve trying specific menu items, sharing photos, or creating user-generated content related to the partnership.

Interactive Content on NRG Platforms:

·         Panda Express Pre-Game Segment: The newly introduced segment on NRG's "Mission Control" broadcast could be interactive by incorporating polls, quizzes, or trivia questions related to Panda Express or Rocket League, encouraging viewers to participate and potentially win prizes.

·         Original Content on NRG's TikTok: The planned original content featuring NRG's Rocket League roster and content creators could involve challenges, recipe recreations using Panda Express ingredients, or behind-the-scenes glimpses into the partnership, encouraging viewers to try the food themselves.

Panda Express Initiatives:

·         Limited-time menu items: Panda Express could introduce limited-edition menu items inspired by NRG or Rocket League, with a portion of proceeds potentially going towards supporting NRG or esports initiatives.

·         In-store promotions: Panda Express could run in-store promotions or offer special discounts to customers who show proof of purchase from NRG's online store or attend NRG events.

It's important to note that these are just potential examples, and the actual strategies used by Panda Express and NRG might differ. However, the focus on social media engagement, interactive content, and potentially unique offerings suggests an attempt to create a buzz and encourage trial among fans of both brands will work.

 

Fabiola del Rio, Vice President of Integrated Marketing Communications, stated, “Both of our brands recognize the importance of shared experiences in bringing communities together. Just as NRG forges connections through gaming, Panda Express invites guests to connect over good food,” … “This partnership celebrates the inherent social nature of dining and gaming experiences, inviting fans to savor the thrill of victory and the deliciousness of American Chinese cuisine.”

Hauk Nelson, Director of Business Development for NRG, stated, “NRG has always been at the forefront of innovation in the esports industry, and our collaboration with Panda Express marks a monumental leap forward.” ... “This partnership goes beyond the screen, bringing a taste of excitement and community to our fans. Together with Panda Express, we’re setting the stage for a whole new kind of engagement, where the thrill of gaming meets the joy of great food. We’re thrilled to integrate Panda Express into the NRG family and can’t wait to see the energy and enthusiasm this partnership will bring to our Rocket League and broader esports initiatives.”

Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday than tomorrow?  Visit GrocerantGuru.com for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may have the clue you need to propel your continued success

Panda Express Focusing on Family

Interactive, participatory, brand marketing is the best tool in a food marketers tool box according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  When a brand extends its brand invitation to all members of the family it eliminates the ‘veto’ vote what the most dreaded daily question pops up, What’s for Dinner.

Recently Panda Express introduced the Good Fortune Arcade, an online 8-bit game developed for guests to interact with the rich traditions of the Lunar New Year. Why is this so important? Simple both Millennials and Gen Z consumers are digital natives and gaming is second nature to them.

Putting time bounded limits on the is a call to action that is sure to drive trial. The Panda Express Good Fortune Arcade game is available through Feb. 15. Guests can visit pandaLNY.com to play the game and learn more about the origin story and food symbolism of Lunar New Year, while also receiving exclusive online offers at each level of the game, according to a press release.

As part of its annual tradition, as regular readers of this blog know, Panda is also bringing back in-store lucky red envelopes on the celebration day of Feb. 1, gifting guests with a limited time Family Meal promotion.

Andrea, chief brand officer, Panda Express, stated, "Every year, we look forward to celebrating Lunar New Year with our guests, as this holiday universally signifies the importance of family and togetherness — the key values that also define us as a family-owned American Chinese restaurant,"... "We are in a unique position to share culture and traditions through timeless and innovative experiences that both new and existing Lunar New Year celebrants can enjoy. With the Good Fortune Arcade, our goal is to create an authentic and inclusive way to bring people together over good fun and good food."

Get this, the Good Fortune Arcade game consists of four levels, and players are tasked with catching the legendary monster behind the holiday's origin, Nian, who has stolen their lucky foods. In each level, players will work to collect these lucky dishes, while dodging obstacles along the way. After each completed level, players will unlock a fortune card containing a discount code for online ordering only on PandaExpress.com or the Panda Express app through Feb. 28. How are you extending you brand? Why? To Whom?

Don’t over reach. Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how Foodservice Solutions® can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit us on our social media sites by clicking the following links: Facebook,  LinkedIn, or Twitter 

Panda Express Evolving with Consumers

 

Success once again does leave clues.  Regular readers of this blog know the old adage ‘lead, follow, or get out of the way.  In the case of Panda Express evolving with consumers is as simple as Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® formulation that was perfected, developed and tested over time for grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared food and beverages: Build, Measure, Learn, Repeat.

We all know that Panda Express, is the largest family-owned and operated Asian dining concept in the U.S.  However, did you know that they are now bringing back the wildly popular plant-based Beyond The Original Orange Chicken to even more cities throughout the country for a limited time while supplies last. 

Consumers love the plant-based product when it was launch in New York City, and Southern California this past summer, this new entrée is a delicious and innovative take on Panda’s iconic, world-famous dish and will now be available at 70 locations. Co-developed with Beyond Meat, this innovative entree captures the irresistible texture and flavor of The Original Orange Chicken, with the nutritional benefits of plant-based protein. Partnerships matter, allow you brand to build, measure, learn, and repeat if you want to grow with your current consumer.

The plant-based ‘Beyond The Original Orange Chicken’ is a good source of plant-based protein and is wok-tossed in Panda’s beloved sweet and tangy Orange Chicken sauce, delivering on the craveable experience that guests love about The Original Orange Chicken. Consumers (Gen Z and Millennials) seeking food discovery are driving the undercurrents factor elevating plant-based proteins.

So, this particular plant-based innovation, which marks Panda’s first-ever outside product partnership, was met with undeniable excitement from guests this summer, as it sold out across all participating Southern California locations less than two weeks into its launch according to Panda’s press release.

Chef Jimmy Wang, Executive Director of Culinary Innovation at Panda Express, stated, “We received an overwhelmingly positive guest response when we introduced Beyond The Original Orange Chicken at select locations earlier this year. In fact, we wok-fired more than 1,300 pounds of Beyond The Original Orange Chicken in just the first day,” … “It’s one of Panda’s most successful regional launches to date, which further reinforces the desire we’re seeing from our guests for more diverse and plant-based options.”

Deanna Jurgens, Chief Growth Officer, Beyond Meat, stated, “We’re excited to expand Beyond The Original Orange Chicken to ten states across the U.S. as we work to increase accessibility to plant-based options at consumers’ favorite restaurants,” … “We’re proud to be Panda’s trusted partner in reenvisioning their iconic, best-selling dish and are confident that Beyond The Original Orange Chicken will continue delighting fans who are seeking great-tasting, and sustainable protein options.”

What other concepts, food types are your customers migrating too?  What are you testing? Outside eyes can drive top line sales and bottom-line profits with the right formulation in place; build, measure, learn, and repeat.

Looking for success clues of your own? Foodservice Solutions® specializes in outsourced food marketing and business development ideations. We can help you identify, quantify and qualify additional food retail segment opportunities, technology, or a new menu product segment.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter