Food & Beverage

Genghis Grill broadens menu, cuts prices

Provided

November 17, 2022

Dallas-based Genghis Grill has changed its menu from a primarily Asian-focused, create-your-own-bowl concept to an all-around, go-to fast-casual restaurant for all types of bowls, according to Genghis Grill CEO Gregg Majewski.

"Genghis Grill has evolved and has been slowly moving to a more culinary-driven experience that focuses on quality ingredients and brings convenience to our guests," Majewski said in a company press release. "We're changing the perception that we're just an Asian stir-fry concept with the introduction of the new genre-bending bowls that stretch the customer's perception of what Genghis can be while re-introducing existing guests to our brand and appealing to new segments at the same time."

The menu shifts the focus away from strictly customization to more chef-prepared menu items, including the new Valuebowls lineup, featuring six fresh, quick bowls under $8, 12 Chef Bowls and four ready-to-order bowls utilizing the brand's fried rice. Chef Robert Kabakoff, a frequent collaborator with Genghis Grill's sister-brands, was instrumental in the development of the menu, partnering with Vice President of Culinary Becca McIntyre to craft 18 menu items. Of course, fans will still have the option to create their own bowls from over 80 ingredients, including fresh-chopped vegetables, sauces, proteins and signature spices, Majewski said. While most restaurant concepts nationally are raising prices, Genghis Grill is lowering pricing on many items, offering guests 20 bowls priced at under $10.

"Most consumers don't understand the true value proposition behind even our small-sized bowls, nor truly understand our plentiful portion sizes. Some of our guests even bypass our menu altogether," Majewski said. "With our return to value in this new menu revamp, we'll be able to change the perception of Genghis Grill and establish ourselves as the country's premiere bowl restaurant for value, taste and variety."

Genghis Grill franchisees also stand to benefit from the shift in focus from customization and more fixed menu items, helping to streamline operations and cut down on food waste. The menu aligns with the brand's increase in off-premise business to over 30%, which it aims to grow to 50%, by offering quick, fast service at an affordable price. This latest innovation to benefit franchisees comes on the heels of the brand's location prototype debuting in 2023, Majewski said.

Founded in 1998, Genghis Grill has over 50 restaurants.