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 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,” says Doug Willmarth, Chief Marketing Officer, Mongolian Concepts. “Our new site not only delivers a more interactive and easy to use customer experience, but it also establishes a solid technology and site design foundation that can be extended to support our other brands efficiently.”
T3 leveraged its extensive restaurant and digital expertise to design a flexible, mobile-first online ordering and loyalty experience to support the company’s Genghis Grill brand. T3 is known for its digital transformation in the restaurant space, driving more than $2 billion in sales for its restaurant clients including Pizza Hut, Le Pain Quotidien, Auntie Anne’s, Moe’s Southwest Grill, and more.
“We were proud to help Genghis Grill launch a site experience that innovates the way the brand engages with fans to drive the business forward,” says Ben Gaddis, T3 President. “We worked hard to make the new site practical and useful, but more importantly, we leveraged customer insights to create a completely personalized and cohesive experience for guests.”
Enabling the quick and easy customization of Genghis’ Signature Bowls with their 80+ ingredients was a point of emphasis. T3 designed an intuitive process to “Create Your Own” bowl, making it easy for customers to mix the meats, vegetables, spices and sauces they want. The website 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 creation of a flexible content management system (CMS), and the incorporation of T3’s proprietary Product Enrichment console, which allows for richer information and imagery to be displayed throughout the menu. These technology improvements, coupled with a refreshed visual design system, position the new Genghis Grill website to exceed customers’ expectations with an effortless ordering process.