Genghis Grill president and CEO Al Bhakta saw the potential for the ethnic/Asian when he and his partners in the The Chalak Group purchased the Dallas-based brand in 2004.

Members of The Chalak Group have been able to take Genghis Grill to the next stage of growth. The company added 14 units in 2009 — a 70 percent rate of growth for the Mongolian stir fry concept.

That brings its total to 40 stores in 11 states. In 2010, the company hopes to open 20 more, Bhakta said.

“(The market) needed someone who has a good concept to grab that business,” Bhakta said. “We’ve grown every year so we feel we made a good choice.”

The concept’s rise also helped propel the brand to No. 2 this year, up from Fast Casual’s Fab 50 listing in 2008, the “ones to watch” segment of the annual Top 100.

Customers like the “Build your own bowl” experience in which they can choose their protein, seasonings, vegetables, sauce and starch — then have their fresh-cooked meal brought to the table. The brand’s loyal fans also enjoy posting their favorite bowl choices on the Genghis Grill’s Facebook fan page. Genghis also courts to-go orders with its online ordering.

— Christa Hoyland