[Pei Wei Asian Kitchen is adding a limited-time Chili Crisp Steak & Shrimp Noodles entrée to its menu, priced at $14.99 and available across nearly 200 locations nationwide starting November 13. The dish targets the growing consumer appetite for bold, heat-forward Asian flavors and extends the fast-casual chain's wok-fired noodle lineup heading into a competitive holiday dining period.
What's on the Plate
The new entrée combines wok-seared steak and shrimp with rice noodles, onions, and red bell peppers, all tossed in a Korean chili sauce. The dish is finished with chili crisp, fresh cilantro, and a lime wedge. "The combination of tender steak and shrimp, savory Korean chili sauce and the added crunch and heat of chili crisp creates an incredibly crave-worthy dish," said Brian Dreeland, vice president of marketing at Pei Wei.
The format — a surf-and-turf protein pairing on a noodle base — gives the chain a higher-perceived-value LTO without departing from its core wok-fired positioning. At $14.99, the dish sits comfortably within the fast-casual price band for a dual-protein entrée, a segment where menu pricing strategy continues to shape traffic patterns.
LTO Strategy in a Competitive Segment
Chili crisp has moved decisively from specialty import shelves into mainstream foodservice menus over the past two years, and operators across fast-casual and full-service segments are racing to claim credibility with the ingredient. For Pei Wei — the second-largest Chinese fast-casual brand in the U.S. by its own count — the LTO reinforces a broader strategy of pairing made-to-order preparation with trend-relevant sauces and flavor profiles.
The Chili Crisp Steak & Shrimp Noodles join permanent menu staples like Pad Thai and Spicy Drunken Noodles, giving the chain a rotating hook to drive trial without restructuring its core offering. That approach mirrors what beverage and food industry analysts have flagged as a durable LTO playbook: anchor a limited item to a recognizable platform (here, rice noodles) and differentiate through sauce or protein.
Guests can order the dish for dine-in, to-go, or through the Pei Wei app. The company has not disclosed an end date for the promotion.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
