HuHot Mongolian Grill

Name

HuHot Mongolian Grill

Legal name

HuHot Mongolian Grills, LLC

Website

https://huhot.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Product category

Casual Dining Restaurants

NAICS

Limited-Service Restaurants (722513)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Salad & Bowl Concepts (Grain/Protein/Healthy Bowls) (THAFABAF)

akta.pro secondary industry

Regional/Ethnic Specialty Fast Casual (e.g., Indian, Caribbean, African, Eastern European) (THAFABAM)

Keywords

• Create-your-own stir fry
• Casual dining restaurant
• Franchise restaurant chain
• All-you-can-eat dining
• Interactive grill dining

Headquarters

HQ city

Missoula

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Restaurant Dining - All-You-Can-Eat Grill Meals: Core revenue stream from all-you-can-eat Mongolian BBQ dining experience. Customers pay a fixed price for unlimited trips to the grill with their custom-built stir fry bowl. Pricing varies by meal period (weekday lunch, weekend/holiday lunch, dinner) and location.
2. Carry-Out and Delivery Orders: Single-trip carry-out and delivery orders with customers ordering custom stir fry bowls for off-premises consumption. Delivery available through company platform and third-party services.
3. Gift Cards: Sale of physical and digital gift cards in any denomination. Promotional offers provide bonus value (e.g., $10 bonus for $50 purchase, $20 bonus for $100 purchase during holiday seasons).
4. Merchandise: Sale of HuHot branded apparel and merchandise through online store.
5. HuHot Grill Pass Prepaid Meal Cards: Prepaid grill meal discount packages sold to HuHot Rewards members (e.g., 5 meals for $50, 11 meals for $100, 25 meals for $200). Provides discounted per-meal pricing with bonus rewards points.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

HuHot Mongolian Grill operates an all-you-can-eat, create-your-own stir fry restaurant concept where guests select from 60+ proteins, noodles, vegetables, and 12 proprietary signature sauces, then watch their custom bowl cooked to order on a live open grill. The chain operates primarily through franchised and company-owned locations and supplements dine-in service with carry-out, delivery, gift cards, prepaid meal passes, and branded merchandise.

Product overview

HuHot Mongolian Grill operates as a create-your-own stir fry restaurant chain with over 50 locations across 15 states. The core product is an all-you-can-eat Mongolian Grill dining experience where customers build custom bowls with proteins, noodles, vegetables, and 12 signature sauces, then watch staff cook their meal on a live grill. The company supplements its core dining with digital offerings including HuHot Rewards loyalty program, online ordering via Paytronix platform, and gift cards. Additional revenue streams include merchandise/apparel sales and carry-out services. The company also partners with Coca-Cola Freestyle for beverage offerings and uses third-party delivery services (UberEats, DoorDash, GrubHub) for off-premise dining.

Differentiator

Problem solved

Functional benefit

Products and services

• All-You-Can-Eat Mongolian Grill Dining All-you-can-eat, create-your-own stir fry dining experience where guests select from 60+ proteins, noodles, vegetables, and 12 proprietary signature sauces, then watch their custom bowl cooked to order on a live open grill. Available at company-owned and franchised restaurants across 18 U.S. states.
• Carry-Out Service Take-out service allowing customers to order a single custom stir fry bowl with a side of steamed rice for off-premises consumption. Not valid for dine-in and subject to weekend availability restrictions at some locations.
• Online Ordering and Delivery Digital ordering through order.huhot.com and huhot.orderexperience.net for pickup and delivery, with third-party delivery partnerships (UberEats, DoorDash, GrubHub) at select locations including Tulsa, OK.
• Gift Cards Physical mailed gift cards and e-gift cards delivered via email, available in any denomination, with periodic bonus value promotions such as $10 bonus on a $50 purchase and $20 bonus on a $100 purchase during holiday seasons.
• HuHot Grill Pass Prepaid Meal Cards Prepaid discounted meal packages sold to HuHot Rewards members (e.g., 5 meals for $50, 11 meals for $100, 25 meals for $200), offering reduced per-meal pricing and bonus rewards points. Valid through November 30, 2019 for the initial promotional period.
• HuHot Branded Merchandise and Apparel Branded apparel and merchandise featuring the HuHot identity, sold through the company's online storefront.
• Zucchini Noodles Ingredient Rotational low-carb noodle ingredient available at most HuHot locations, positioned for keto, paleo, vegan, low-carb, and gluten-free dietary lifestyles.
• Breaded Chicken Ingredient Protein option added to the grill line, featuring a special blend of spices for an extra layer of flavor in custom stir fry bowls.
• Cookie Dough Conquest Dessert Limited-time dessert item consisting of deep-fried cookie dough wrapped in crispy wonton, returned by popular demand at select HuHot locations.
• Signature Sauce Collection Proprietary collection of 12 stir fry sauces with a Zero Flame to Seven Flame heat rating system, including Samurai Teriyaki, Black Thai Peanut, Kung Pao Yow, and Khan's Revenge, used to flavor build-your-own bowls on the live grill.
• Mongo Loco Fiesta Sauce of the Season Seasonal signature sauce offered for a limited time as part of HuHot's rotating Sauce of the Season program, complementing the permanent 12-sauce collection.
• Jalapeño Dragon Rounds Limited-Time Menu Item

Quantifiable outcome

• 60+ ingredients with thousands of possible combinations
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature2 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Rochester Youth Soccer Association (RYSA)minorOthersLocal community sponsorship of youth sports. Rochester, MN franchisee Matt Cory serves as exclusive local sponsor of traveling teams with approximately 600 kids participating annually.
• Coca-Cola FreestyleminorGTM or Marketing PartnerJoint sweepstakes partnership offering prizes including plane tickets, earbuds, watches, and HuHot gift cards. Contest entered via Coca-Cola Freestyle promotional platform.
• UberEatsminorChannel Partner/ Reseller/ DistributorThird-party food delivery service partnership for Tulsa, OK location and other select restaurants.
• DoorDashminorChannel Partner/ Reseller/ DistributorThird-party food delivery service partnership for Tulsa, OK location and other select restaurants.
• GrubHubminorChannel Partner/ Reseller/ DistributorThird-party food delivery service partnership for Tulsa, OK location and other select restaurants.
• PaytronixcoreTechnology or IntegrationLoyalty program and digital ordering platform technology provider powering the HuHot Rewards loyalty program and online ordering experience (huhot.orderexperience.net).

Scale indicators6 records

Recent moves10 records

Expansion highlights5 records

Broad incumbents

• Chipotle Mexican Grill: Largest US build-your-own fast-casual chain; comparable customization model, digital ordering, and loyalty program emphasis, but operates in Mexican cuisine category at significantly larger scale.
• MOD Pizza: Build-your-own fast-casual concept with similar customization and single-price model; comparable target demographic and emphasis on dietary accommodations, though in pizza category.
• Sweetgreen: Build-your-own bowl/salad fast-casual leader with similar customization, dietary transparency, and digital ordering emphasis; operates at larger scale and price point but same underlying concept of customer-as-chef.
• Panda Express: Largest US Asian fast-food chain; competes for Asian cuisine dining occasions with broader menu and QSR service model rather than customization, but represents adjacent competition for casual Asian dining occasions.
• Qdoba Mexican Eats: Build-your-own Mexican fast-casual chain with comparable customization, signature sauce program, and digital ordering infrastructure; competes for similar 'custom bowl' occasions.

Direct peers

• WokBox Fresh Asian Kitchen: Fresh Asian fast-casual chain featuring custom wok stir fry bowls with similar dietary accommodation messaging (gluten-free, vegetarian) and comparable per-bowl pricing model.
• Genghis Grill: Build-your-own Mongolian stir fry chain with comparable AYCE pricing, signature sauce bar, and franchise-based growth model; directly competes in the same custom stir fry category.
• BD's Mongolian Grill: Direct Mongolian BBQ competitor with build-your-own stir fry grill concept and similar all-you-can-eat pricing model; comparable target customer (families, groups, casual diners) and ingredient customization approach.
• Stir Crazy: Asian stir fry and noodle bowl build-your-own concept with similar ingredient/sauce customization model and mall/urban footprint; overlapping target customer and price point.

Emerging players

• Crazy Bowls & Wraps: Smaller emerging build-your-own bowls and wraps concept with similar customization philosophy and dietary accommodation messaging; operates at smaller scale in similar niche.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/huhot
• Facebookfacebook.com/huhot

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HuHot Mongolian Grill