HuHot Announces New Positioning and Tagline that Defines the Mongolian Category

March 10, 2011 // Franchising.com // Missoula, MT – As HuHot Mongolian Grill continues to thrive as one of the leading concepts in the Mongolian category, the need to define the brand as well as the category becomes increasingly important. Consumer research, brand positioning and a new tagline provide the foundation to face the competition head on. HuHot is now poised for success in 2011 and beyond.

After 12 years of successful growth of sales and units, HuHot knew it was time to speak to regular and lapsed customers to dial in on what's so special about HuHot and what brings them through the door. An extensive research study composed of in-depth customer interviews and an online survey across all HuHot markets was conducted by an external research firm. The findings confirmed the high satisfaction that customers experience when they dine at HuHot; however there are opportunities to increase top of mind awareness and visits with all customers.

Being a part of an underdeveloped category, like Mongolian, calls for HuHot to remove the veil of mystique so all consumers can understand and appreciate it. Through an intense brand positioning exercise, HuHot determined their target audience and their positioning in the marketplace. "Once people experience the brand, they love the brand and they find it compelling to come back, but figuring out exactly what brings them in as it compares to our competitors was the real challenge," stated Stephanie Krause, Marketing Director for HuHot Mongolian Grills, LLC. Honing in on the top attributes and simplifying the message was the next step.

Once all of HuHot's franchisees were on board with the new brand positioning, it was time to turn that information into action. An internal brainstorm of taglines took place then an online survey to find out what those top taglines meant to consumers. Based on the results and collaboration with franchisees, HuHot announces its new tagline: Create. Feast. Repeat.™

"We believe our new tagline clearly communicates what people may not know or what they love about HuHot: you create your own meal from ingredients you pick, you enjoy it after it's been cooked right in front of you, then you can go do it all again," Krause said. "No one has ever made it that simple to understand." Create. Feast. Repeat. will be used on all in-restaurant marketing materials and external advertising to ensure it's widely adopted.

For a brand like HuHot Mongolian Grill this has been a long time coming. Investing in the resources and taking the necessary steps to process the data, messaging, and direction was vitally important. Now it's being shared with consumers: HuHot Mongolian Grill – Create. Feast. Repeat.™

For more information, logo-tagline lock-ups, or work samples contact: Stephanie Krause, Marketing Director, Stephanie.krause@huhot.com, 303-297-1200

About HuHot Mongolian Grills, LLC

HuHot is a create-your-own stir fry concept that offers a wide variety of meats, seafood, noodles, fresh veggies, and signature sauces to suit your tastes. Select your favorite ingredients then have it cooked to perfection before your eyes on a 6-foot Mongolian grill that puts out 950,000 BTUs. With unlimited trips to the grill, you can create a different meal every time.

HuHot Mongolian Grills, LLC opened its first restaurant in Missoula, Montana in 1999 focusing on fresh food, signature sauces and great service. Over the past 12 years, the concept has grown to 37 locations in 14 states and that focus has remained unchanged.

This year, HuHot Mongolian Grill, LLC was ranked in the 2010 Franchise 500 by Entrepreneur and in 2007 through 2009 was named on the Future 50 list of fastest growing restaurant chains by Restaurant Business magazine.

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