I have eaten in the Power & Light location of the Dallas-based Genghis Grill several times, and it never occurred to me to connect the inexpensively-priced Mongolian grill concept with music and fashion.
I was so wrong. This week's article about the fast-growing chain on fastcasual.com explains how a customer-tracking tool revealed that the Genghis Grill executives realized that "its audience was much more music- and fashion-focused than previously thought."
Armed with that knowledge, GenghisGrillTV was born.
No, it's not a channel that the local Time Warner cable provider will carry, it's an internet channel. Or it's going to be. You see, at this point, it's not even that. Not much is happening with the site yet ("Genghis Daily" was last updated on October 29th), but the idea is provocative. And sort of off-the-wall.
Fastcasual.com explains that the company's chief digital brand officer, Paul Barron, created the "customer engagement tool" as a way of reaching the social networking demographic, particularly Twitter and Facebook fans.
When GenghisGrill TV is actually up and running, Barron explains, it will combine three major components:
"... Genghis Grill TV, the keeper of the chain's blog, music video and event posts; Genghis Live, a forum for Genghis guests to nominate and vote on their favorite indie artist in the Texas markets of Dallas, Houston and Austin (coming soon) and Atlanta; and Genghis Mayors, a recognition program ... "