T3, the Austin-based innovation agency, this week launched a new digital experience for Genghis Grill, a Mongolian Concepts restaurant brand. T3 redesigned the brand’s website and technology stack from the ground up to deliver a much better brand experience and drive online ordering.
“Genghis Grill guests love our interactive and customized dining experience, and that 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 user friendly 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 type of, mobile-first online ordering and loyalty experience to back up the company’s Genghis Grill brand. T3 is known for its digital transformation inside 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 much more.
“We had been proud to help Genghis Grill launch a website experience that changes the way the brand engages with fans to drive the business forward,” said Ben Gaddis, T3 President. “We worked hard to create the new site practical and useful, but moreover, we leveraged customer insights to create 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 “Create Your Own” bowl, rendering it easier for customers to combine 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 new technology stack, integration with industry-leading partners including Olo and Punchh, the development of a flexible type of content management system (CMS) and also the incorporation of T3’s proprietary Product Enrichment console, that allows for richer information and imagery to become displayed through the menu. These technology improvements, coupled with a refreshed visual design system, position the newest Genghis Grill website 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 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) 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 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 filled with just what they are craving from over 80 fresh ingredients and flavorful sauces. For more information, visit genghisgrill.com.