Industry News | March 6, 2013

bd’s Mongolian Grill Releases New Campaign, Menu Items

bd’s Mongolian Grill, the national create-your-own stir fry concept, launches a new branding campaign and menu items.

Centered around the brand’s new tagline, “Go A Little Mongo,” bd’s Mongolian Grill’s new campaign features a clean, modernized menu design and updated table and grill decals, which is reflective of the company’s core brand attributes – fun and fresh. bd’s also rolled out a new digital product. A completely rebranded and refreshed website which mirrors the new brand campaign, offers bd’s customers and potential franchisees a more exciting way to learn about and interact with the brand outside of the restaurant.  
 
“Our new branding strategy is fresh, fun, and vibrant,” says Joe Phraner, CEO of bd’s Mongolian Grill. “It offers a fresh new look into our brand and aims to enhance our guests' overall dining experience.”
 
The updated website includes many new useful and user-friendly features. The “Create A Bowl” tab gives customers the opportunity to virtually build the perfect bowl of stir-fry and see the nutritional value of what they created. In the “Community” section, visitors can catch up on recent company news, articles, and press releases, as well as learn about the unique fundraising programs bd’s has to offer. The website also features an enhanced restaurant locator to help customers effortlessly find the nearest bd’s restaurant in their area. The site also provides Mongo fans with a simple way to sign up for its Club Mongo loyalty program and order gift cards online.
 
Another important element in the campaign is a renewed focus on menu innovation. bd’s is offering a new line of six homemade soups. The soups are served hot, made fresh to order, and feature an eclectic selection of fresh recipes. Among the new soups are the Crema Andaluz, made with rich root vegetables and mixed herbs simmered in a cream sauce, and the 4-Pepper Chili, made with beef simmered with green and red bell peppers, banana peppers, and jalapeno peppers, topped off with a pinch of Tabasco sauce.
 
Born out of the ancient Mongolian tradition of  "hunt, gather, cook, feast," bd's Mongolian Grill’s unique experience comes from the guests’ ability to create their own "feast" from a variety of choice meats and seafood, fresh veggies, and flavor-packed sauces and watch it cook before their eyes (Mongolian-style) on a large, flat grill.