Dozens, if not hundreds, of restaurants have tried to copy the Chipotle model of offering customized meals made directly in front of customers by workers on the “make line.” In theory, it’s a simple way to offer fresh food that can be customized based on what the customer wants.
The problem is that the devil is in the details. Chipotle has figured out how to deliver the product customers want in an efficient and cost-effective manner.
In fact, the Mexican chain has actually created a fast-food product that is valuable enough for consumers to pay more than they would normally spend.
Higher prices than fast food: Average of a Chipotle burrito or bowl $12 to $14That compares to $7 to $11 for a McDonald’s or Taco Bell combo, according to Fox9.
Competing in fast casual: Chipotle is about the food 30 to 40% cheaper than premium fast-casual rivals like Sweetgreen or Cava, according to Restaurant Dive.
Cost drivers: Prices reflected Fresh ingredients, sustainable sourcing, labor, and generous portion sizesThat differentiates it from typical fast-food operations, reported Food by Andy.
Essentially, the Mexican chain has created something that’s better than fast food without the expense of a traditional sit-down fast-casual restaurant with table service.
“Chipotle Mexican Grill is a category-defining fast-casual brand that combines a focused menu and made-to-order assembly line with speed, personalization, and consistent quality. Its business model combines culinary reliability with operational discipline, using a streamlined kitchen and limited SKUs to drive high throughput and attractive units.
“The result is a differentiated value proposition that blends premium ingredients, transparent preparation, and convenience through in-restaurant and digital pickup and delivery.”
It’s easy to see why restaurant operators would want to copy that model, but the struggles of one chain, Genghis Grill, show how difficult it is to replicate what Chipotle has created.
When Genghis Grill launched in 1998, it was a variation on the traditional Mongolian grill model. It was a build-your-own-bowl model using per-bowl rather than an all-you-can-eat format.
Here’s how it worked.
customers Select the raw materialFrom protein, vegetables, sauces, noodles, and spices fresh bar.
They Place everything in a large bowl.
The bowl is then handed to a Chef at the Grillwhich stir-fries the ingredients on a large circular flat-top grill in front of the customer.
I visited the chain for lunch at a mall in Texas in the 2010s and loved that I could customize my bowl, not pay all-you-can-eat price. At dinner, I might have opted for the AYCE version of the same concept, but getting exactly what I wanted at an affordable price that made for a great lunch offering.
In recent years, at least in part because of the Covid pandemic, Genghis Grill pivoted to a model where customers no longer handle food. This allowed the chain to reduce costs.
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The transition occurred in 2021 when Craveworthy Brands bought the Genghis Grill concept.
“The brand shifted from a full-service restaurant model to a fast-casual concept, downsizing from 15 to 20 team members at peak times to 5-7. Suddenly, fresh bowls were coming out in a maximum of 3-5 minutes during those peak hours,” according to QSR magazine.
Genghis Grill transitioned from the build-your-own-bowl concept to Shutterstock
1998: Genghis opens the grill First location in Dallas, TexasLaunching a customizable Mongolian stir-fry concept where diners make their own bowls from the fresh bar.
2004: The brand was acquired by the Chalk Group, which aggressively expanded the chain, eventually growing. More than 70 locations With plans to hit 100, in many states.
September 1, 2010: Genghis Grill celebrates milestone 50 restaurants nationwideReflecting its rapid growth through the 2000s, the company shared in a press release.
2021: Craveworthy Brand Buys Genghis Grill And according to QSR Magazine, the brand transition begins.
July 2023: The long-running Genghis Grill Augusta Exchange Shopping Center Closes After 10 YearsThe Augusta Press reported, part of a broader pattern of local closures, citing lease and business conditions.
2024: Shows technical data Genghis Grill ended with only 22 locations in 2024, a The 35.3% decline from the previous year, according to Nation’s Restaurant News, reflects a steep decline in unit counts and sales.
February 2025: Genghis Grill at Shops on the columns of Van Drive Closes, one of several individual closures amid competitive and operational pressures, shares Talk-N West TN.
December 2025: Genghis Grill’s The last San Antonio location quietly closesAccording to Hoodline, online reviews and phone calls confirm the closure.
“The data shows that the switch from full-service to fast-casual was timely for Genghis Grill. The fast-casual segment doubled in size in the last decadeFrom $37.2 billion in 2015 to an estimated $84.1 billion in 2025, locations growing from 27,925 to 44,098,” according to Technomic’s 2026 US Foodservice Trend Predictions.
“I’ve seen the restaurant world from many perspectives over the years, and it’s clear to me that the industry needs new thinking in terms of new cost structures and commoditized experiences. That’s why we created Craveworthy,” CEO Greg Majewski told Fast Casual before the company bought Genghis Grill.
The Genghis Grill website shows the chain now has 16 locations in six states. That’s down from about 100 locations spread across 20 states that it operated at its peak.
Back in 2015, the chain’s then-owner planned to double its footprint in five years.
“Now is the time for Genghis Grill to make its move,” former Genghis Grill CEO Jim Kuhn told QSR Magazine. “We know people across the country crave our food; we hear from them all the time. The enhancements we’ve made over the past year have only intensified these cravings, so we’re on a mission to fulfill the demand for Genghis Grill in untapped markets across the country. It’s only a matter of time before people everywhere have the opportunity to build their own.”
That didn’t expand, and the Covid pandemic, which made it a bad idea for consumers to handle their own food, was partly to blame.
“A major contributing factor was the highly aggressive expansion, particularly through franchising,” Chef’s source reported.
“…some franchisees allegedly cut corners on ingredients or reduced portion sizes, leading to inconsistent customer experiences and tarnished brand reputation. It also led to financial instability among franchisees, further destabilizing the company as a whole.”
That was evident when a franchisee-operated location closed in San Antonio.
“A low score in a recent health inspection was the least of the problems facing the west side Mongolian Grill. The landlord told KSAT Investigates reporter Tim Gerber that the business was evicted because of being behind on rent, and they left a big mess behind the kitchen door,” KSAT reported.
This story was originally published by TheStreet on January 5, 2026, where it first appeared in the Restaurants section. Add TheStreet as a preferred source by clicking here.
