A PF Chang’s’ China Bistro restaurant in Clinton Township, Michigan, US. Credit: Bruce VanLoon/Shutterstock.com.

US-based casual dining restaurant PF Chang’s Bistro has appointed Eduardo Luz as the company’s new CEO and president, effective immediately.

In his previous role, Eduardo Luz served as Panera Bread’s chief brand and concept officer. He was hired in May 2020 and has driven profitable sales while strengthening brand equity.

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He has led several disciplines at Panera Bread such as strategy, digital, loyalty, subscriptions, pricing, culinary, guest experience, advertising, design, media and sustainability.

Prior to Panera Bread, the MBA degree holder from The Wharton School was a part of the Kraft Heinz Company, where he served as its US global brand officer; its chief marketing officer; its grocery business unit president; and its North America zone president. He was also CEO of 8Greens, a digital wellness startup.

Luz said: “I am humbled and honoured with the opportunity to lead the phenomenal team at PF Chang’s and, together, to aggressively grow this iconic, category-leading global brand.”

“I believe that PF Chang’s has a tremendous omnichannel opportunity, both domestically and abroad. We will broaden our reach as we offer high-quality Asian cuisine and hospitality, proudly serving freshly prepared, chef-created dishes with a differentiated guest experience.”

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PF Chang’s co-owner and TriArtisan Capital Advisors co-founder Rohit Manocha said: “As Interim Chief Executive Officer, I have had the privilege of leading and enabling a very talented team to rapidly grow the company in a highly profitable manner.

“I am delighted for Eduardo to take over as permanent CEO to grow the Bistros in traffic and in number on a profitable basis and to continue to roll out a compelling omni-channel offering.”

In July, the restaurant chain appointed Rohit Manocha as its interim CEO to fill in for Damola Adamolekun, who stepped down from the position on 1 August 2023.

Manochae was also tasked to recruit a successor for Damola Adamolekuna.