Genghis Grill Conquers a New Era

June 19, 2013 - PRLog -- DALLAS, June 18, 2013 — Genghis Grill, the largest build-your-own stir-fry in America, has officially transitioned into a new era.  The 109-unit chain is currently launching an exclusive rebrand in select locations in the Washington D.C., region. Genghis Grill’s refresh focuses on adding new chef-crafted menu options, elevating the Fresh Market Bar experience for the customer, updating the overall interior atmosphere and reviving the lively culture within the brand. Customers can see the new conquest take place in Virginia at the Alexandria, Chantilly, Sterling locations and in Maryland at the Waldorf and Waugh Chapel locations.
   
Genghis Grill’s culinary team has developed recipes that encompass the Asian palettes of the world. Although Genghis Grill is known for building your own stir fry from the Fresh Market Bar, customers now have the option to order menu items that are custom prepared and served at the table. The new menu focuses on blending traditional Asian staples, such as the Drunken Noodles Bowl and the Gourmet Fried Rice with fusion street-style foods such as the Korean BBQ Steak Tacos, the Tandoori Butter Chicken Skewers or the Sriracha Lime Shrimp Wrap.

Encompassing this ideal, the menu now features “Grill Master Creations,” which features four traditional Asian recipes:  Mandarin Orange Chicken, Mongolian Steak, Honey Walnut Shrimp and Thai Coconut Tofu. Customers that are unsure of how to build their own bowl can order from these options, still benefiting from the true Genghis Grill “bowl” experience.    

“This new menu is all about expanding bold flavor profiles and refocusing on the customer experience while they are dining with us,” Chef Jax Sperling, Genghis Grill’s director of culinary research and development said, “we want our customers to have an excuse to visit us every day.”

Additionally, the new stores have evolved to an upgraded contemporary look and feel. To date, the company has spent more than $250,000. Dark woods, artisan mosaic tiling, stainless steel accents, new decorative wall art and elevated energy-efficient lighting have been implemented. Employees have also taken on new uniform options to convey the casual atmosphere. The food bar, formerly known as Khan’s Kitchen, has taken on the new name of “Fresh Market Bar,” in which it showcases clean lines of stainless steel drop-ins and baskets full of freshly cut veggies to enhance the experience.

Continuous expansion of the new rebrand will conquer the Washington, D.C. and Maryland areas. Other rollouts of the new look will hit select Southwest markets: Dallas-Fort Worth, Texas; Las Cruces, N.M. and Phoenix, Ariz. later this fall.

About Genghis Grill
Genghis Grill, the premier build-your-own stir-fry chain in the United States, is well known for its fresh, hot and healthy food, and for its fun style of service. Their Fresh Market Bar features an array of more than 80 delicious, fresh ingredients from which guests can “build your own bowl.” They then hand their bowl creation to grill masters to cook to perfection on a sizzling, circular large grill. Currently, there are 109 Genghis Grill locations in 23 states nationwide.

For more information about Genghis Grill, contact Chiara Granado at Chiara@genghisgrill.com or 214-382-0049 or visit www.genghisgrill.com