T3, the Austin-based innovation agency, this week launched a new digital experience for Genghis Grill Locations, 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 we wanted to replicate that personal element and ease of access across our website,” said Doug Willmarth, Chief Marketing Officer, Mongolian Concepts. “Our new site not just delivers 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 aid our other brands efficiently.”
T3 leveraged its extensive restaurant and digital expertise to design an adaptable, mobile-first online ordering and loyalty experience to aid the company’s Genghis Grill brand. T3 is recognized for its digital transformation within 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 had been proud to aid Genghis Grill launch a website experience that changes the way the brand engages with fans to operate the company forward,” said Ben Gaddis, T3 President. “We worked hard to create the new site practical and useful, but most importantly, 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 had been a point of emphasis. T3 designed an intuitive process to “Make Your Own” bowl, which makes it simple for customers to mix the meats, vegetables, spices and sauces they really want. The web 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 new technology stack, integration with industry-leading partners including Olo and Punchh, the roll-out of a flexible type of content management system (CMS) and the incorporation of T3’s proprietary Product Enrichment console, that allows for richer information and imagery to become displayed throughout the menu. These technology improvements, coupled with a refreshed visual design system, position the newest Genghis Grill web site 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 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) as well as 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, Is Genghis Grill Open Today is renowned for its fresh, hot and healthy food, and gzgtby interactive dining experience. At Genghis Grill, guests can forge their flavor by creating a bowl loaded with exactly what these are craving from over 80 fresh ingredients and flavorful sauces. For more information, visit genghisgrill.com.