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Genghis Grill Debuting Prototype Focused on Convenience

October 5, 2022
Genghis Grill Debuting Prototype Focused on Convenience

Dallas-based Genghis Grill will open a store next year integrating technology to allow guests to be in and out in under 15 minutes by placing an order through a kiosk or via a Genghis team member, according to a company press release.

The brand is also expanding its off-premise business to meet the demand for convenience and healthy eating. What was once only 10% of business has grown to 40%, and Genghis is looking to grow that even higher. To support the incremental revenue and guest channels, the prototype includes a separate to-go order staging and pick-up area, multiple curbside parking spots and the latest quick mobile-ordering technology, according to Gregg Majewski, CEO of Mongolian Concepts, which owns Genghis Grill, Flat Top Grill and BD's Mongolian Grill.

"This is an exhilarating time for Genghis Grill," he said in the release. "We've been working on this new design for nearly a year and while we are continuing to provide great menu options, we are focused on revolutionizing the brand, and refining the customer experience with a fast-casual approach."

The design reduces the footprint from 5,000 square feet to 2,100 square feet, offering better real estate options, lower rent, cheaper build-out costs for franchisees and fewer labor shortage issues. Despite the smaller format, the prototype will cater to various flavor preferences and lifestyles with over 80 fresh ingredients, Majewski said.

Earlier this year, Genghis Grill launched a franchise incentive offering qualified single and multi-unit franchisees a reduced franchise fee of $5,000 per location, $0 in development fees (normally $75,000) and up to $150,000 in royalties waived over the initial two years. The deal is still available for entrepreneurs interested in signing a single-unit or multi-unit deal with a maximum of five units through the end of 2022. The first unit must be opened within 12 months of the franchise agreement signing.

"Now is the time to become part of our incredible fresh bowl concept with this franchisee program and new restaurant prototype," Rich Guckel, director of franchising, said in the release. "Genghis Grill is meeting the needs of today's modernized consumer preferences and provides the perfect opportunity for restaurant franchisees and investors to add a concept with staying power to their franchise portfolio. In addition to the new prototype being offered to all new and existing franchisees for immediate build-out, the brand is also providing several quick-turn remodel packages to update existing locations to the new look and feel. All locations in the system are on-target to be fully remodeled in the next four years."

Since launching 24 years ago in Dallas, Texas, Genghis Grill has over 50 locations.

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