T3, the Austin-based innovation agency, this week presented a new digital experience for Genghis Grill Menu With Prices, a Mongolian Concepts restaurant brand. T3 redesigned the brand’s website and technology stack from the ground up to deliver a better brand experience and drive online ordering.
“Genghis Grill guests love our interactive and customized dining experience, so we desired to replicate that personal element and convenience across our website,” said Doug Willmarth, Chief Marketing Officer, Mongolian Concepts. “Our new site not only offers a more interactive and easy to use customer experience, but it also establishes a good technology and site design foundation that can be extended to back up our other brands efficiently.”
T3 leveraged its extensive restaurant and digital expertise to develop a flexible, mobile-first online ordering and loyalty experience to aid the company’s Genghis Grill brand. T3 is renowned for its digital transformation within the restaurant space, driving more than $2 billion in sales for the restaurant clients including Pizza Hut, Le Pain Quotidien, Auntie Anne’s, Moe’s Southwest Grill and more.
“We were proud to assist Genghis Grill launch a web site experience that changes just how the brand engages with fans to operate the business forward,” said Ben Gaddis, T3 President. “We worked hard to create the brand new site practical and useful, but most importantly, we leveraged customer insights to produce a completely personalized and cohesive experience for guests.”
Enabling the fast and simple customization of Genghis’ Signature Bowls with their 80 ingredients was a point of emphasis. T3 designed an intuitive process to “Design Your Own” bowl, rendering it easier for customers to mix the meats, vegetables, spices and sauces they really want. The site and ordering process also seamlessly integrates in to the Genghis Rewards loyalty program, letting customers earn rewards to redeem free or discounted items.
These updates required a whole new technology stack, integration with industry-leading partners including Olo and Punchh, the development of a flexible content management system (CMS) and also the incorporation of T3’s proprietary Product Enrichment console, that allows for richer information and imagery to get displayed throughout the menu. These technology improvements, coupled with a refreshed visual design system, position the new Genghis Grill website to exceed customers’ expectations with an effortless ordering process.
T3 helps clients build Useful Brands™. It is one of the largest independent agencies in the nation with offices nationwide. Ranked alongside the world’s top innovation agencies, T3 works with Allstate, UPS, 7-Eleven, Capital One, Pizza Hut, Rite Aid, FOCUS Brands (Auntie Anne’s, Carvel, Cinnabon, McAlister’s Deli, Moe’s Southwest Grill and Schlotzsky’s) and other clients.
About Mongolian Concepts
Mongolian Concepts is the leading build-your-own stir-fry restaurant group owning and franchising over 90 Genghis Grill, Flat Top Grill and bd’s Mongolian Grill restaurants. Founded in 1998, Genghis Grill Holiday Hours is renowned for the fresh, hot and healthy food, and gzgtby interactive dining experience. At Genghis Grill, guests can forge their flavor by developing a bowl loaded with precisely what they may be craving from over 80 fresh ingredients and flavorful sauces. For more information, visit genghisgrill.com.