Industry News | September 16, 2011

Genghis Grill Prescribes Dr Pepper BBQ Chicken

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Genghis Grill, the Mongolian stir-fry, has announced a new protein option that has been added to its food bar, Khan's Kitchen. From September 6 through November 6, guests can build their own bowl with a new protein option, Dr Pepper BBQ Chicken. The new item features all natural white meat chicken, with touches of soy sauce and pineapple juice, flavored with Cajun and garlic seasonings, marinated with Genghis Grill's signature Mongo BBQ sauce, and blended with the "authentic blend of 23 rich flavors" of Dr Pepper.

Jax Sperling, director of culinary research and development, and Ron Parikh, chief marketing officer, discuss the importance of keeping the Genghis Grill brand fresh. By bringing in new options and offering them to Genghis Grill fans, this increases the overall value and dining experience. Genghis Grill plans to offer more new, innovative menu options in the near future.

"We are excited to offer these limited-time-offer additions to our already large selection in Khan's Kitchen (food bar)," Sperling says. "If you want to keep a brand fresh, you have to offer your customers excitement and something to look forward to every time they come into your restaurant."

As Genghis Grill is offering a new protein option in their food bar, promoting the new LTO through social media is a must. Genghis Grill has teamed up with Dr Pepper to promote the new item through the Academy Country Music Awards show sweepstakes via Facebook. At the same time, Genghis Grill will tell their fans to send in their best Dr Pepper BBQ Chicken recipes, and Genghis Grill will post the 23 best recipes for 23 days.

"Be on the look out on our Facebook page for these promotions," Parikh says. "We want to promote any new item through all advertising outlets."