Forbes exclusive:Panda Express gives the Fortune Cookie
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If you open a fortune cookie, you will see words of wisdom like "Your smile is a passport into the heart of others" or "hard work pays off in the future".The cookie fortune has grown into a staple at Chinese restaurants, with three billion made each year, and is hidden at the bottom of a bag of Chinese food delivery.
American Chinese fast casual restaurantPanda Express gives out a million dollars worth of fortune cookies each month across its 1,900 domestic and international locations.Panda Express has grown into the largest Asian food chain in the country with revenues of over $2 billion.The chain expanded after a failed run on Wall Street from 1997 to 2001.
The chain wants to give back to both their employees and their customers in a different way.
All existing fortune cookies will be replaced by 'Fortunate Cookies' at Panda Express.There will be notes of gratitude and giving in the new cookies.Customers are encouraged to post pictures of their FortuNotes on social media sites and tag someone they are thankful for.All cookies have a unique message and will include phrases like "Fortunate that you believe in me"
The goal is for them to stop and acknowledge the people in their lives that they feel most fortunate for, according to the Chief Marketing Officer of Panda Express.
Over a year ago, Panda hosted a leadership conference to celebrate who they are as a company and help employees grow personally and professionally.At the conference, the chain presented a video featuring a girl passing out fortune cookies, hoping that a small gesture could have a positive impact on the recipient.The theme emerged as one of the most celebrated and thus the Fortunate Cookie was born.
There will be new packaging for Fortunate Cookies, as well as signs inside and outside the stores to let customers know that the campaign has begun.It is meant to convey the journey of acknowledgement for the people that matter in our lives and we wanted guests to know that.
What fascinated Panda Express as a challenge was how to make a positive impact on the world.