T3, the Austin-based innovation agency, this week launched a new digital experience for Genghis Grill Menu, 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 wished to replicate that personal element and ease of access across our website,” said Doug Willmarth, Chief Marketing Officer, Mongolian Concepts. “Our new site not only delivers a more interactive and simple to use customer experience, but it also establishes a solid technology and site design foundation that can be extended to aid our other brands efficiently.”
T3 leveraged its extensive restaurant and digital expertise to design a flexible, mobile-first online ordering and loyalty experience to aid the company’s Genghis Grill brand. T3 is known 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 much more.
“We had been proud to help Genghis Grill launch a website experience that changes how the brand engages with fans to get the business forward,” said Ben Gaddis, T3 President. “We worked hard to make the brand 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 using their 80 ingredients was a point of emphasis. T3 designed an intuitive process to “Create Your Own” bowl, which makes it easier for customers to combine the meats, vegetables, spices and sauces they desire. The site and ordering process also seamlessly integrates into 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 creation of a flexible type of content management system (CMS) and the incorporation of T3’s proprietary Product Enrichment console, which allows for richer information and imagery to get displayed throughout the menu. These technology improvements, in conjunction with a refreshed visual design system, position the newest Genghis Grill website to exceed customers’ expectations with an effortless ordering process.
T3 helps clients build Useful Brands™. It is among the largest independent agencies in the country with offices nationwide. Ranked alongside the world’s top innovation agencies, T3 works jointly 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) along with other clients.
About Mongolian Concepts
Mongolian Concepts will be 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 Of Operation well known for the fresh, hot and healthy food, and gzgtby interactive dining experience. At Genghis Grill, guests can forge their flavor by making a bowl filled with just what they are craving from over 80 fresh ingredients and flavorful sauces. To learn more, visit genghisgrill.com.