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Genghis Grill on how to pivot a build-your-own buffet-style concept during a pandemicGenghis Grill on how to pivot a build-your-own buffet-style concept during a pandemic

Genghis Grill chief brand officer Doug Willmarth discusses how their new ghost kitchen and off-premises focused strategy has helped their experience-based brand survive

Joanna Fantozzi, Senior Editor

August 18, 2021

Dallas-based fast-casual Mongolian barbecue concept, Genghis Grill, may have made their mark as a build-your-own stir fry buffet, but that experience does not translate well during a pandemic.

Genghis Grill was able to pivot to an off-premises-focused experience and launched a new ghost kitchen concept — Stir Fry Chef — with 12 pre-made bowls that allows customers to still order from and taste the food from the Genghis brand they love.

“The idea was born as we started seeing ghost kitchens around, like why couldn't we have what we call a shadow brand, […] with just great stir fry dishes that you order,” Genghis Grill chief brand officer Doug Willmarth told Nation’s Restaurant News. “And that would allow us to kind of change our image a little bit and get to a different consumer base, broaden out our sales a bit.”

The ghost kitchen uses the same ingredients and customers can even still customize their dishes a bit by picking their own proteins. Willmarth said that it was “just a matter of repackaging” to launch their ghost kitchen brand successfully and to reach a new, younger and more digitally-savvy demographic.

Right now, Stir Fry Chef is available in 38 out of 51 restaurants, with more expansion on the way.

About the Author

Joanna Fantozzi

Joanna Fantozzi

Senior Editor

Joanna Fantozzi is a Senior Editor for Nation’s Restaurant News and Restaurant Hospitality. She has more than seven years of experience writing about the restaurant and hospitality industry. Her editorial coverage ranges from profiles of independent restaurants around the country to breaking news and insights into some of the biggest brands in food and beverage, including Starbucks, Domino’s, and Papa John’s.

Joanna holds a bachelor’s degree in English literature and creative writing from The College of New Jersey and a master’s degree in arts and culture journalism from the Craig Newmark Graduate School of Journalism at CUNY. Prior to joining Informa’s Restaurants and Food Group in 2018, she was a freelance food, culture, and lifestyle writer, and has previously held editorial positions at Insider (formerly known as Business Insider) and The Daily Meal. Joanna’s work can also be found in The New York Times, Forbes, Vice, The New York Daily News, and Parents Magazine.

Her areas of expertise include restaurant industry news, restaurant operator solutions and innovations, and political/cultural issues.

Joanna Fantozzi has been a moderator and event facilitator at both Informa’s MUFSO and Restaurants Rise industry events.

Joanna Fantozzi’s experience:

Senior Editor, Informa Restaurant & Food Group (August 2021-present)

Associate Editor, Informa Restaurant & Food Group (July 2019-August 2021)

Assistant Editor, Informa Restaurant & Food Group (Oct. 2018-July 2019)

Freelance Food & Lifestyle Reporter (Feb. 2018-Oct. 2018)

Food & Lifestyle Reporter, Insider (June 2017-Feb. 2018)

News Editor, The Daily Meal (Jan. 2014- June 2017)

Staff Reporter, Straus News (Jan. 2013-Dec. 2013)

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