T3, the Austin-based innovation agency, this week presented a new digital experience for Genghis Grill Menu 2020, 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, and we desired to replicate that personal element and convenience across our website,” said Doug Willmarth, Chief Marketing Officer, Mongolian Concepts. “Our new site not merely delivers a more interactive and simple to use customer experience, but it additionally establishes an excellent technology and site design foundation that can be extended to support 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 in the restaurant space, driving more than $2 billion in sales because of its restaurant clients including Pizza Hut, Le Pain Quotidien, Auntie Anne’s, Moe’s Southwest Grill and more.
“We were proud to help Genghis Grill launch a web site experience that changes the way the brand engages with fans to get the business forward,” said Ben Gaddis, T3 President. “We worked hard to create the new site practical and useful, but more importantly, we leveraged customer insights to make a completely personalized and cohesive experience for guests.”
Enabling the simple and fast customization of Genghis’ Signature Bowls with their 80 ingredients had been a point of emphasis. T3 designed an intuitive process to “Make Your Own” bowl, making it easy for customers to blend the meats, vegetables, spices and sauces they want. The website 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 new technology stack, integration with industry-leading partners including Olo and Punchh, the roll-out of an adaptable content management system (CMS) and also the incorporation of T3’s proprietary Product Enrichment console, which allows for richer information and imagery to become displayed throughout the menu. These technology improvements, coupled with a refreshed visual design system, position the brand new Genghis Grill site to exceed customers’ expectations having an effortless ordering process.
T3 helps clients build Useful Brands™. It is one of the largest independent agencies in the country 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) as well as other clients.
About Mongolian Concepts
Mongolian Concepts is definitely 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 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 full of just what these are craving from over 80 fresh ingredients and flavorful sauces. For additional information, visit genghisgrill.com.