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Community Important Element for bd's Mongolian Grill
Mar 27, 2008
by: John Turk Oakland Business Review
What's in a name? A lot, says Billy Downs, founder and president of bd's Mongolian Grill.
That's why the restaurant's name, which used to feature "barbeque," has changed.
While the change was made in late 2007, local bd's restaurants are rolling out the new nameplate this year to focus the concept of the restaurant. To complement the name-change, bd's also will widen its menu and offer appetizers made to grill.
Ferndale-based bd's opened its first restaurant in 1992, and since then has grown to over 30 locations in 11 different states.Last year, Downs also was able to use his restaurant's Mongolian connection. He received the Mongolian Friendship Award in October, garnering mention from publications across the U.S.
The award stemmed from the opening in May 2005 of a bd's franchise in the capital city of Ulaanbaatar.
But Downs wasn't satisfied with supporting just a restaurant. The Ulaanbaatar location also supports a nonprofit called the Mongolian Youth Development Foundation.
Downs discussed his business' recent name-change, his strategies and
some entrepreneurial insights with Business Review writer John Turk.
Business Review: What did the Mongolian location do for your business?
Downs: The motto at bd's is "friends taking care of friends." When
we traveled to Mongolia, it became evident to us that we needed to do
something. This business opportunity became the right vehicle at the
right time to not only give back, but to create an opportunity where it
continues to make an impact on the community. The benefit has certainly
been that I think our teammates and our employees just feel so much
better about the company that they work for.
How does funding nonprofits relate to your business model?
We feel that we want to be partners in our community no matter where
we do business. We ended up setting up our own nonprofit called Mongo
Charities to give us the vehicle to help kids, hopefully in Mongolia
and here.
What is the Mongolian Youth Development Foundation?
It is an organization that helps young people in Mongolia through
different programs, such as summertime camps and efforts that take
stray youth off the streets and teach them job skills. Our franchise
partner in Mongolia is an MYDF founder.
How do you market yourself for potential franchise partners?
We first identify the market and the area - in the next year and a
half we want to be in Pittsburg and St. Louis - then we identify the
best multiunit operators. We love to have partners that are from their
communities. In the last month we opened in Cincinnati.
What new approaches to your model can bd's customers expect?
In February, we started a seafood promotion. Also, all the
restaurants in Detroit are being remodeled and being given the new
name, bd's Mongolian Grill.
Why the change of name?
The word "barbeque" became more of a barrier as we went south.
Contact John Turk at 248-374-4928 or johnt@mbusinessreview.com.
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