Technology
How Genghis Grill rolled out virtual concept in 2 months
Genghis Grill has rolled out a virtual concept — Stir Fry Chef.
June 3, 2021 by Cherryh Cansler — Editor, FastCasual.com
Genghis Grill customers are used to inventing their own creations when they visit the 50-unit fast casual brand owned by Mongolian Concepts Restaurant Group. The menu, however, also specializes in chef-created dishes, a fact that Chief Brand Officer Doug Willmarth decided to highlight by creating a virtual concept — Stir Fry Chef — available now from 36 Genghis Grill locations. By July, all 50 locations will offer the delivery- and carry-out only concept.
"We have had the idea for a while, but the increased demand for delivery in the last year created enough demand to justify the focus," Willmarth told FastCasual.
Market survey reports have indicated that 50% of enterprise brands will launch some form of ghost, host or cloud kitchen concept in 2021, a market which is expected to reach $1 trillion by 2030.
Although the average time for a brand to launch can take up to six months, Genghis Grill pulled it off in two months using KitchenUP, a fully packaged solution by Qu for managing any type of cloud kitchen operation, Willmarth said.
The system harnesses digital-first architecture to provide unified order and kitchen management via a cloud-based single menu and single tablet solution. All cross-channel, cross-brand menus, orders, management and reporting are in one place.
"Speed was a key priority, and we felt very confident that Qu had a solution and a collaborative approach that would enable us to deploy quickly and reach our goals." Willmarth said.
It costs less than $1,000 per location for an existing location to launch the brand, according to Willmarth, who said fixed costs are low because Stir Fry leverages food and labor already used at Genghis Grill.
Although the brand is now available only from Genghis Grill stores, it may eventually operate as a standalone concept or within other virtual kitchen models.
"Our plan is to finish the rollout to all existing restaurants," he said. "Then we will add a brand website ordering platform with delivery to enhance profitability. Once that is complete, we will assess expansion beyond Genghis Grill."
The ordering platform will allow Stir Fry Chef to have direct relationship with guests, talking and connecting to them without additional parties, removing a costly pain-point that affects restaurants, Qu CEO Amir Hudda said.
"Now more than ever restaurant operators need better digital-first options for expanding their business," he said. "KitchenUP provides the speed and flexibility for entrepreneurial brands to creatively build any kitchen concept without the added stress of technology strangleholds. Any brand, regardless of size, can become a cloud kitchen without the typical technology barriers."
Founded in 1998 in Dallas, Genghis Grill owns and franchises over 50 locations.
About Cherryh Cansler
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