Marketing U Essay


Marketing U.S. Products Abroad


Post University

2019_20_Term3_LSC105_45: Elements of Organization

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Keith Burr

November 9, 2019

Marketing U.S. Products Abroad



Peggy  Cherng was very talented in ‘Computer Science’. In 1983, no one used computers in the fast-food industry. Peggy Cherng wrote Panda Express’s ‘first software program’. Spector, Amy. PEGGY CHERNG. (09/25/2000). Nations Restaurant News, vol 34, issue 39.

 Panda Express became a popular place to eat in food court shopping malls. The first international Panda Express Restaurant opened in Mexico City, Mexico in 2011.

The legal and political challenges in Mexico are crime and corruption, but not for Panda Express. They thrived there.

Andrew Cherng, her husband allowed Peggy to ‘share leadership’ with him. The Panda Restaurant Group was created.

The Panda Restaurant Group operates Panda Inn, Panda Express, Panda Panda, Hibachi-San, and Orleans Express. Shared leadership in a high growth environment. Bligh, M.C. & Pearce, C.L. (2014) 

One of their national and international challenges was ‘taste’ from different foods. As their fast-food chain grew from state to state, they needed to try spicy or unique dishes for some areas.


“ Dealing with local taste differences is a challenge for any regional chain aspiring to go national“. Matt Krantz (n.d.) USA Today (09/11/2006)  They invented the Panda Express>Innovative kitchen in Pasadena, Ca. They used it for taste testing new ‘flavors’, entrees, and for creating new ‘designs’ for their stores.

Another international challenge was/is labor and the cost of training. From the employees’ rate of pay retrieved from their website, Panda Express tries to pay $1 to $2 more than the nearby competitors, ‘even in the same food court’. They focus on training their employees and rewarding them for learning. On the Panda career website,’ culture, healthy lifestyles, respect, and growth’ are taught. Panda also believes in a ‘whole person approach’ body, mind, and soul or ‘physical, mental, and emotional.’ based on rewards.

April 18, 2011, on Nightline ABC News, Andrew Cherng encouraged workers to go through self-help programs.

This is not really a challenge for the Chengs but a principle of their sociocultural belief is to give back and pay forward.

They created Panda Cares. Panda Care is philanthropic. The Cherngs give money, food, volunteer services, and give disaster relief funds to the U.S. and abroad. They have given millions to charities, grants, United Negro Fund, Center of Hope, Boy’s and Girl’s Club, education, hurricane relief, and many causes.

The Caltech Campaign. March 28, 2017. Panda Express Co-founders give $30 million to Caltech for Medical Engineering.

Ashley Jost. St. Louis Post-Dispatch. April 28, 2017. Panda Express execs give $1.5 million to Mizzou. 

Peggy Cherng said, “We are the first generation immigrants here, and we were educated in the United States.”

“The mission of the Panda Restaurant Group is to deliver exceptional Asian dining experiences by building an organization where people are inspired to better their lives.” Bligh, M.C. & Pearce, C.L. (2014).

Ethical accomplishments were awarded to the Cherngs.“ In 2015, Panda Restaurant Group was named one of the Best Employers by Forbes magazine and honored with the Golden Chain Award by the National Restaurant Association.”

“In 2019, founders Andrew and Peggy Cherng were inducted into the Carnegie Corporation of New York’s 2019 Class of Great Immigrants: celebrating outstanding individuals who enrich our communities and culture, strengthen our economy, and invigorate our democracy.“

Andrew and Peggy Cherng are Chinese-American entrepreneurs with over 2,000 restaurants. They are worth more than $3billion. They started in a food court restaurant, and now they market US stand-alone restaurants abroad.




Compliments of 2019 PANDA RESTAURANT GROUP, Inc. All Rights Reserved.

ENTREES Small                                               $3.70

Orange Chicken

Honey Sesame Chicken Breast

String Bean Chicken Breast

Sweetfire Chicken Breast

Kung Pao Chicken

Mushroom Chicken

Black Pepper Chicken

Grilled Teriyaki Chicken

Broccoli Beef

Shanghai Angus Steak

Beijing Beef 

Honey Walnut Shrimp

Eggplant Tofu

SIDES:             Medium $2.70                               Large $3.70

Chow Mein    

Fried Rice

Super Greens

White Steamed Rice

Brown Steamed Rice


Chicken Potsticker

Cream Cheese Rangoon

Chicken Egg Roll

Vegetable Spring Roll

Innovation Kitchen Menu:

Orange Chicken Wrap

Honey Walnut Shrimp Wrap

Orange Chicken Salad

Plus Build Your Own Meal:


Scallion Pancake Wrap

Fresh Salad Greens

Chow Mein Noodles

Fried Rice

White Rice

Brown Rice


2-PICK 1 OR 2 ENTREES AND 1 SIDE           $6.80

1 SIDE AND 3 ENTREES                                  $8.30

Additional Entree                                                 $1.25


Orange Chicken

Kung Pao Chicken

Shitake Mushroom Chicken

Grilled Mandarin Chicken


Beijing Beef

Black Pepper Angus Beef

Broccoli Beef


Honey Walnut Shrimp

Crispy Shrimp


Seasonal Veggie Stir Fry- fresh salad greens, carrots, crispy wontons

Spicy String Bean Stir Fry


ANY 1 Side & 1 Entree                                   $5.80

Additional Entree                                             $1.25

Kids Meal

Any 1 Jr Side, 1 Jr Entree, 12 oz Drink             $4.90

& Cookie

Additional Entree                                                $0.75

Family Feast Serves 4-5                                    $30.00                                              


Shrimp Creation

Eggplant Tofu



Sweet Mandarin Sauce

Black Pepper Sauce

Sweet & Sour Sauce


Green Onion Sauce

Red Chili Sambal

Citrus Ginger Vinaigrette


Pickled Cucumbers

Green Papaya Slaw

Crispy Wontons

Crispy Shallots


Veggie Potstickers

Chicken Eggroll

Hot & Sour Soup




Bligh, M. C., & Pearce, C. L. (2014). Shared leadership in a high growth environment: Realizing the American dream at Panda Restaurant Group. In C. L. Pearce, C. C. Manz, & H. P. Sims, Jr. (Eds.), Share, don’t take the lead: Leadership lessons from 21 vanguard organizations (pp. 147–162). Charlotte, NC: IAP Information Age Publishing.

Matt Krantz. (n.d.). Panda Express spreads Chinese food across USA. Retrieved from

Spector, Amy. (2000). PEGGY CHERNG. Nation’s Restaurant News, 34, 174. Retrieved from

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