bd’s Mongolian Grill has hired Risdall Marketing Group (RMG) as its agency of record. RMG will work system wide with the restaurant chain, known for its interactive casual dining experience where customers create their own stir-fry.
“We are looking to evolve our brand in the midst of our expansion, and with Risdall Marketing Group, we found a perfect partner who understands the bd’s Mongolian Grill brand – fun, lively and interactive,” said Denise Head, vice president of marketing for bd’s Mongolian Grill. “We are eager to tell the world what makes dining at bd’s Mongolian Grill an experience like no other.”
bd’s Mongolian Grill was founded in 1992 by Billy “bd” Downs in suburban Detroit . Now based in Burnsville , Minn. , the company is led by restaurant industry veterans Rodger Head, CEO, Clyde Culp and New York investment firm Kinderhook Industries. That group also owns Duke and King Acquisition Corp., which operates 97 Burger King franchises, most of which are in Minnesota .
“Just like the spirited approach to cooking that is the hallmark of bd’s Mongolian Grill, our work will evolve the brand in a fun and irreverent fashion,” said Rose McKinney , APR, president of Risdall McKinney Public Relations. “We are excited and thrilled to ‘Go Mongo’ for bd’s Mongolian Grill as it expands.”
At bd’s Mongolian Grill, diners create their own stir-fry feast from a variety of choice meats and seafood, fresh vegetables and flavor-packed sauces, which are then freshly cooked by grillers Mongolian-style on a large, flat grill. bd’s Mongolian Grill, based in Burnsville , Minn. , currently has 37 locations in 11 states.
1 comments:
I would like to see how this campaign develops, more importantly, how Risdall will position BD's Mongolian Grill. I went to BDs for the first time a couple of weeks ago, and I left with mixed feelings. I like the experience of having your food cooked in front of you, like Itchiban, but the process at BD involves you composing the dish as well. You have to select the meat, the vegetables you think work, and the seasonings and marinades you think will taste right. You basically become the chef, which counters my reason for going out to eat. If your dish doesn't taste well, then that's really all on you. Thus, you basically have to select the buffet option ($14.99 per person) because it's really a toss-up on how your dish will turnout. The selection of meats, seasonings and marinades is spectacular, and the idea that you can experience a variety of meals in one outing is nice as well. Where will Risdall position BD? Well, customer experience and variety selection are the two most important unique selling points, in my opinion. Finally, having more BD staff positioned at the composing table (there was only one staff person when I went on a busy Friday evening) to advice customers on food selection would enhance overall customer experience. Keep me tuned-in, http://www.linkedin.com/in/aokolue. -Ada
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