MANCHU WOK TO EXPAND, HIRES PR FIRM
By Adnews Staff
Manchu Wok of Deerfield, Florida plans to open over 100 new outlets in North America over the next two years, and has hired a PR agency to help promote the chain. The Chinese food chain recently hired The Communications Group of Toronto to handle North American PR. The agency was chosen without a review. It was recommended by another agency Manchu Wok works with, Canadian marketing manager Clare Jones told Adnews yesterday. "We've retained TCG because they are communications specialists who understand the news media we are trying to reach which includes those who cover foodservice/hospitality, real estate, retail, franchising and general business," Jones says in a release. Manchu Wok hasn't done any PR for about six years. The company decided to do so now because it wanted to raise its profile because of its expansion plans.
By the end of this year, Manchu Wok plans to open 20 new restaurants in North America, with the majority of the new locations being in the U.S. Over the next two years, another 100 outlets will be opened, with most of them being in the U.S. Currently, the chain operates 187 outlets in North America, with 75 being in Canada. Manchu Wok restaurants are located in shopping malls, airports, universities and shopping malls. In Canada. the chain relies on in-restaurant advertising to promote its menu. The point-of-purchase materials are created by Interface Marketing Group of Toronto.
Separately, Manchu Wok has a new chief. Brian Worts has joined the company as president and CEO. Previously he was retail vice-president at Penreal Advisors, a pension and property management company.