Genghis Grill on what it gained from weight-loss promo

Chain grew social-media presence, loyalty club and gained new regular customers

The standard weight-loss cliché may be “no pain, no gain,” but Genghis Grill said it saw big returns from a recent health-focused campaign that was relatively inexpensive and easy to execute.

Ron Parikh, chief marketing officer for the Dallas-based chain of 68 Mongolian stir-fry restaurants, said the Health Kwest contest added 5,000 names to the brand’s 500,000-strong Khan’s Klub, brought in more than 15,000 of Genghis Grill’s 60,000 fans or followe

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