Wednesday, November 3, 2010

Genghis Grill creates interactive TV channel

Posted By on Wed, Nov 3, 2010 at 3:50 PM

click to enlarge Get grilled...on TV
  • Get grilled...on TV

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.


click to enlarge Not a comedy, not quite a drama
  • Not a comedy, not quite a drama

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 ... "

click to enlarge He's Genghis, he grills
  • He's Genghis, he grills
I'm not sure how fashion fits in to the plan, but Genghis Grill TV doesn't have any actual content yet. Not even a late, late show screening of the 1955 movie The Conqueror with all-American movie icon John Wayne playing Genghis Khan -- the inspiration, reportedly, for every "Mongolian grill" concept.

While "customer engagement tools" may be an important way to build a social media-savvy clientele, if the make-your-own bowl cuisine at the local Genghis Grill is any reflection of  the fare at the national level, it may be a wiser investment for this chain to upgrade the ingredients and leave "television" to the networks.

Tags: , , ,

Comments

Showing 1-1 of 1

Add a comment

 
Subscribe to this thread:
Showing 1-1 of 1

Add a comment

Most Popular Stories

Slideshows

All contents ©2014 Kansas City Pitch LLC
All rights reserved. No part of this service may be reproduced in any form without the express written permission of Kansas City Pitch LLC,
except that an individual may download and/or forward articles via email to a reasonable number of recipients for personal, non-commercial purposes.

All contents © 2012 SouthComm, Inc. 210 12th Ave S. Ste. 100, Nashville, TN 37203. (615) 244-7989.
All rights reserved. No part of this service may be reproduced in any form without the express written permission of SouthComm, Inc.
except that an individual may download and/or forward articles via email to a reasonable number of recipients for personal, non-commercial purposes.
Website powered by Foundation