P.F. Chang’s taps social media expert to lead new marketing team

P.F. Chang’s has promoted its head of social media to a newly created role, marking a new front in the chain’s marketing strategy.

Patrick Benson, previously social and influencer marketing lead for the Asian casual-dining brand, is now director of marketing communications.

The new department formalizes the strategy that has led to some recent successful marketing campaigns for P.F. Chang’s, such as Lunar New Year, Valentine’s Day, and Summer in Tokyo.

These campaigns used an integrated communications approach, including partnerships with social media influencers, to help get the word out. Summer in Tokyo, for instance, is a seasonal menu starring an eye-catching Sushi Boat, supported by a social collaboration with stars of the reality show “Below Deck.”

The campaigns have resulted in widespread media coverage, 200 million video views, and $11 million in earned media value while contributing to one of P.F. Chang’s strongest sales years to date, the company said in a press release.

P.F. Chang’s has also benefited from some unplanned viral moments, including an interaction with TikTok user @badvina, who created a profile for a fake cake business and started receiving actual orders. P.F. Chang’s ended up sending a few of its cakes to her door, which became a viral video for the chain.

Benson, who joined the company in early 2025, has been at the center of these efforts as head of social media. P.F. Chang’s credited him with “[transforming] its digital presence through creator-first storytelling and culturally relevant campaigns.”

He previously held social and PR roles at El Pollo Loco for four years and before that managed social media for CBS, Fox, and NBCUniversal.

In his new role, Benson will oversee a broad swath of P.F. Chang’s communications functions, including public relations, corporate communications, influencer strategy, and social media.

“Patrick has been instrumental in helping evolve how P.F. Chang's shows up in culture and connects with today's guests,” said CMO Holly Smith in a statement. “As our marketing organization continues to grow, establishing a dedicated Marketing Communications function is a natural next step. Patrick's ability to seamlessly connect social, influencer, public relations, and brand storytelling has elevated every campaign he's touched, making him the ideal leader to build this function and help shape the next chapter of our brand.”

Phoenix-based P.F. Chang’s is in the midst of a turnaround under new CEO Jim Mazany, and marketing has been a key part of the plan so far. The chain hired the seasoned Smith in January to boost its marketing efforts.

P.F. Chang’s is one of many full-service chains shifting more of their marketing to social media, along with Chili’s, Applebee’s, IHOP, and BJ’s Restaurants.

"I'm incredibly honored to step into this role during such an exciting time for P.F. Chang's," Benson said. "Over the past year, we've proven that when creativity, culture and compelling storytelling come together, they create real business impact. Building this new Marketing Communications function allows us to continue telling the P.F. Chang's story in bigger, more meaningful ways while creating deeper connections with our guests and supporting the incredible work happening across every part of the business."