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Top 100: Genghis Grill No. 3

February 20, 2012

3. Genghis Grill

Dallas / No. of units: 60

The executives at Genghis Grill spent most of 2010 growing the chain’s presence throughout the southern and mid-west markets. Ending the year with 60 locations, an increase of nearly 50 percent compared with 2009 unit counts, The Chalak Group has proven it found its recipe for success.

The company also spent 2010 building up its social media presence. In November, the group unveiled its latest customer-engagement tool: Genghis Grill TV.

The channel was created by Paul Barron, the concept’s chief digital brand officer and founder of Digital Coco, a brand development firm specializing in interactive customer engagement.

Barron said the idea was developed after the Genghis Grill executive team discovered through a customer-tracking tool that its audience was much more music- and fashion-focused than previously thought.

“This actually uncovered a new aspect of the business that we weren’t really focusing on,” Barron said.

Genghis Grill TV comprises three major components: Genghis Grill TV, the keeper of the chain’s blog, music video and event posts; Genghis Live, a forum for Genghis guests to nominate and vote on their favorite indie artist in the Texas markets of Dallas, Houston and Austin (coming soon), and Atlanta; and Genghis Mayors, a recognition program for the restaurants that receive the most Foursquare check-ins each month.

Through Genghis Live, one restaurant in each of the four selected markets will partner with a local charity and will then host an in-store concert with the most popular band in each — nominated and voted on by Genghis guests via Facebook, Foursquare and Twitter — with the proceeds benefiting the partner organizations.

The first stop for the music tour was Dec. 11 in Dallas. The location donated 15 percent of the event’s sales to the North Texas Food Bank. The final market to feature the concert series will be Austin in March 2011 during the film and interactive festival South by Southwest (SXSW).