SCOTTSDALE, Ariz.--(BUSINESS WIRE)--Inspired by survey findings that nearly one-third of Americans (32 percent) have not tried sushi, Pei Wei is encouraging sushi newbies to grab their chopsticks and take the first bite. New research suggests the popular dish remains intimidating to many, but that more than three in five (62 percent) are open to giving sushi a taste.
Pei Wei, the fast-casual restaurant known for its bold, fresh and affordable Asian-inspired menu, conducted a national survey examining Americans’ sushi eating attitudes and behaviors. The findings indicate that the dish is best approached for the first time with baby steps. And while many first ease into eating sushi, once they do they can’t get enough.
“While shifting demographics are gradually influencing palates in the U.S., many Americans remain inexperienced when it comes to eating sushi,” said Pei Wei CEO Ralph Bower. “Pei Wei is rallying sushi lovers to help disarm the intimidated and make sushi an approachable and crave-worthy meal option.”
The survey was conducted as Pei Wei introduces its new sushi Crunch Rolls, now available for a limited time. Topped with tempura flakes to pack the ultimate crunch, these bold twists on classic favorites have the perfect texture to appeal to sushi newbies and sushi lovers alike.
Survey Finding Highlights
Baby steps are needed for many first-time sushi eaters.
- More than three in five (62 percent) who haven’t tried sushi are willing to give it a shot and 43 percent of these folks would start eating sushi if they were able to take baby steps, such as by not eating raw fish right away.
- In fact, 94 percent of those willing to try sushi would steer clear of raw fish when digging in for the first time. Perhaps they’d prefer to opt for sushi that allows them to experiment with the size and flavor of each bite like the new Teriyaki Crunch Roll at Pei Wei.
Many first ease into eating sushi, then can’t get enough.
- Sushi newbies have the right idea by starting at their comfort level, and then branching out and trying more, as that’s how many people first approach their sushi experience. In fact, nearly one-quarter (22 percent) took baby steps when they first sampled rolls and nearly one-third (30 percent) had someone help them order.
- The first time eating sushi was a great experience for most. Over half (51 percent) say it was better than expected, and now close to two in five (39 percent) enjoy the dish at least a few times per month.
Differences vary by demographics.
- More women than men (36 percent vs. 27 percent) and more non-parents than parents (37 percent vs. 20 percent) have never tried this dish.
- Those in the Midwest are more likely than those in regions closer to oceans to have never tried sushi. Those who have tried sushi include: 80 percent in the West, 55 percent in the Midwest, 69 percent in the Northeast and 67 percent in the South.
- The likelihood to have tried sushi decreases as age increases: 84 percent of 18-34-year-olds have tried sushi, while only 50 percent of seniors (age 65+) have tried it.
#NewToSushiSweeps Invites Fans to Share their First Sushi Experience
Eating sushi, especially for the first time, is often a memorable moment. That’s why Pei Wei is encouraging people to share their first sushi experience on social media. Sushi newbies and sushi lovers are invited to post a photo of themselves or a friend eating sushi for the first time with the hashtag #NewToSushiSweeps or #PeiWeiSweeps on Facebook, Twitter or Instagram.
By sharing their sushi experience, Pei Wei fans will automatically be entered for the chance to win a $25 Pei Wei gift card. Four winners will be randomly selected each week, March 19 – May 6, 2015. Please visit https://www.peiwei.com/terms for additional details and official rules.
Pei Wei Introduces Sushi Crunch Rolls
The survey and sweepstakes celebrate Pei Wei’s expansion of its sushi offering with the introduction of sushi Crunch Rolls, now available for a limited time. Available in Teriyaki and Wasabi, fresh and bold Crunch Rolls are topped with tempura flakes to pack the ultimate crunch:
- Teriyaki Crunch Roll: This roll packs flavor and crunch together with Premium Pacific krab, sweet mango and tempura flakes, all drizzled with sweet teriyaki and wasabi aioli.
- Wasabi Crunch Roll: Spice things up with a crunchy take on the fan favorite Spicy Tuna Roll. Filled with crisp cucumbers, scallions, rice and sesame seeds, this roll is drizzled with sweet teriyaki sauce and wasabi aioli.
Words aren’t enough to describe the fresh and flavorful new sushi options, so Pei Wei is partnering with some of the best stop-motion artists to make videos that celebrate the boldness of the Crunch Rolls in creative ways. Throughout March, popular Vine and Instagram posters David Schwen (@Dschwen), Alicia Herber (@AliciaHerber) and Jack Bethmann (@GentlemanJACK) will release playful videos highlighting the rolls’ crunchy tempura flakes.
Crunch Rolls join the existing sushi menu, which includes a Mango California Roll and Spicy Tuna Roll, and are affordably priced for any appetite. Customers can add four rolls to any entrée salad or wok-fresh entrée for $3.29 or order eight rolls for $5.99 to enjoy as an entrée or starter.
For more information and online ordering, visit Pei Wei at www.peiwei.com, and for ongoing news and special offers, follow Pei Wei on Facebook and Twitter.
About Pei Wei
Pei Wei Asian Diner, owned and operated by P.F. Chang’s China Bistro, offers a menu of fresh, high-quality Asian cuisine featuring 35 bright, flavorful hand-cut ingredients. The restaurant provides a lively, casual dine-in experience as well as the flexibility, speed and convenience of take-away service to provide guests tasty options for a quick, light lunch or relaxing dinner. Pei Wei Asian Diner serves freshly prepared, wok’d-to-order dishes with Asian inspiration in a comfortable, modern diner environment. Pei Wei currently operates in 192 restaurants in 25 states. For more information, visit www.peiwei.com.
About the Survey
The survey was conducted by Kelton between Feb. 25 and March 4, 2015, among 1,012 nationally representative Americans ages 18 and over, using e-mail invitation and an online survey. Quotas are set to ensure reliable and accurate representation of the entire U.S. population ages 18 and over and the margin of error is +/- 3.1 percent. For specific details, please contact Pei Wei per the information above.
