- Stir Fry Chef is a “digital” delivery-only restaurant model created by Genghis Grill.
- All of Stir Fry Chef’s meals is ready in Genghis Grill kitchens.
- Including the Stir Fry Chef model helps Genghis Grill attain totally different clients, an exec advised Insider.
Genghis Grill is a Mongolian restaurant chain that focuses on personalized stir-fry dishes. Stir Fry Chef is a Mongolian restaurant chain that additionally cooks up stir-fry, minus the customization.
To the shopper, they’re two fully totally different restaurant manufacturers. But, the meals comes from the identical kitchens.
Genghis Grill and Stir Fry Chef are a part of a rising breed of so-called “digital” delivery-only restaurant manufacturers which can be run out of the identical kitchens, by the identical house owners. Different examples embody Pasqually’s Pizza, owned by Chuck E. Cheese, and Neighborhood Wings, owned by Applebee’s.
Genghis Grill launched its Stir Fry Chef model in the summertime. Doug Willmarth, Chief Model Officer at Genghis Grill, advised Insider that Stir Fry Chef was serving to his franchisees to spice up gross sales.
Though Genghis Grill has some set dishes on its menu, it makes most of its gross sales from customized dishes the place diners can select which base, toppings, spices, and sauces they need. To many purchasers, the model is primarily a create-your-own chain, Willmarth stated.
Stir Fry Chef’s menu is, however, made up solely of pre-set dishes. This helps the enterprise cater to a unique group of shoppers, Willmarth stated: clients see Stir Fry Chef as “an everyday restaurant the place I can simply order off the menu.”
Stir Fry Chef dishes are made in 40 of Genghis Grill’s 51 kitchens throughout the US, utilizing the identical gear and related elements, however barely totally different recipes, Willmarth stated. It prices present Genghis Grill eating places lower than $1,000 to equipment out their kitchens to allow them to make Stir Fry Chef meals, he stated.
“Each our shops and our franchisees can leverage present meals they’ve within the restaurant, the labor and cooking abilities which can be within the restaurant, the gear they’ve,” Willmarth stated.
More and more restaurant chains are creating virtual brands amid excessive demand for meals supply.
Brody Sweeney, CEO of Thai chain Camile Thai, advised Insider that digital manufacturers had been created to “sweat property higher.”
He stated that Camile Thai was working a digital model known as Shanghai Sally in London, and its dishes share the identical core elements as Camile Thai. This makes it simpler to function each manufacturers in a single kitchen, Sweeney stated.
Some digital manufacturers are ran out of ghost kitchens, which do not have eating rooms and prepare dinner meals solely for supply. Sizzling-dog chain Canine Haus has, for instance, launched a slew of virtual brands together with Plant B and Mutha Clucka, that are run out of each brick-and-mortar eating places and ghost kitchens.
Dickey’s Barbecue Pit advised Insider it is even opening a brick-and-mortar restaurant for Wing Boss, which it first launched as a digital model.
Genghis Grill’s Willmarth stated that bodily eating places had been “definitely is a consideration” for Stir Fry Chef, however not for some time.
Fairly than launch digital manufacturers themselves, some eating places have as a substitute hosted them for different firms. Franklin Junction, for instance, matches eating places with spare kitchen capability to manufacturers searching for house to arrange delivery-only meals.
“Restaurant kitchens are very multi-purpose autos,” CEO Rishi Nigam advised Insider. “They’ve artificially been restricted by placing a $5,000 signal out entrance that claims: ‘We solely make this type of meals.'”