“Genghis Grill is by far the easiest concept that we have,” Majewski says. “Guests come down the line and point to what they want and it’s cooked in the time it takes to cook a burger.”
When taking a look at the brand’s menu prices, it’s easy to see another reason why guests love Genghis Grill. The concept offers 20 of its bowls for under $10—Chef Bowls and Fried Rice Bowls are available for $9.99 or less. The brand recently launched a new “VALUEBOWLS” lineup with bowls priced under $8. There’s plenty of margin left for the operator, too: the COGS for VALUEBOWLS run between 18–23 percent, while Chef Bowls’ COGS average between 15–30 percent.
Another area where Genghis Grill continues to grow is its off-premise ordering channels. Genghis Grill locations currently do about 30 percent of their orders to-go, with goals to grow that number to 50 percent at future stores. Best of all, Genghis Grill’s intentional move away from solely Asian stir-fry and push towards more global influences has showcased the capacity of the ingredients—and franchisees benefit from the new menu with boosted productivity, reduced complexity, and increased profitability.
“The white space is all ours in this category,” Majewski says. “The way customers are eating now, everything is customized, they want food on the go. This is truly the perfect concept to fill both of those needs.”
Learn more at franchise.genghisgrill.com.
By Charlie Pogacar