Benihana of Tokyo an Introduction to Hibachi Cooking
Benihana OF Tokyo
An introduction to Hibachi cooking
Where it started
Context:
Japanese food being unpopular in the US (feeling of being not filling enough, deceiving food, etc.)
Concept:
Introduce Hibachi cooking in the US and worldwide
History:
1935: Yunosuke Aoki (Papasan) opens the 1st Benihana restaurant in Tokyo, Japan 1958: Papasan introduces the Hibachi table concept 1964: Number 1 American unit in New York West Side
1. Differences between the Benihana production process and that of a typical restaurant?
Availability and cost of labor
Highly trained chefs: native Japanese young staff trained to American manners (good English) and Japanese cooking Limited menu (Steak/Chicken/Shrimp): food costs cut to 30/35% Showmanship of the chef (teppaniyaki table presentation) High‐quality and healthy food (traditional Japanese food) Authentic oriental atmosphere Combination of Japanese paternalism and American setting
Food storage and wastage
General atmosphere
Strategy
What makes Benihana Unique?
Efficient Organizational chart High‐Standards Chefs Innovative management Entertaining atmosphere: “Theatre of the stomach” High Quality traditional food
Research of Authenticity
Creative advertising policy
Broad costumer targetting
Restaurant design
Efficient use
UNIQUE ATMOSPHERE
2. What are the major design choices which generate operating efficiency?
Benihana Restaurants inner design
No more traditional kitchen (+8% room available compared to traditional restaurants, service more attentive Authentic decoration: furniture imported from old Japanese houses and reassembled in the US
Compqny Strategy
No Franchising
Managerial Structure design
Simple management structure (1 manager, 1 assistant manager and 2/3 front men)
What is next?
Expansion strategy
Location
US
Type OF Market
Primary Marketing Areas Secondary Markets Suburban Market
Extra Territorial Expansion
An introduction to Hibachi cooking
Where it started
Context:
Japanese food being unpopular in the US (feeling of being not filling enough, deceiving food, etc.)
Concept:
Introduce Hibachi cooking in the US and worldwide
History:
1935: Yunosuke Aoki (Papasan) opens the 1st Benihana restaurant in Tokyo, Japan 1958: Papasan introduces the Hibachi table concept 1964: Number 1 American unit in New York West Side
1. Differences between the Benihana production process and that of a typical restaurant?
Availability and cost of labor
Highly trained chefs: native Japanese young staff trained to American manners (good English) and Japanese cooking Limited menu (Steak/Chicken/Shrimp): food costs cut to 30/35% Showmanship of the chef (teppaniyaki table presentation) High‐quality and healthy food (traditional Japanese food) Authentic oriental atmosphere Combination of Japanese paternalism and American setting
Food storage and wastage
General atmosphere
Strategy
What makes Benihana Unique?
Efficient Organizational chart High‐Standards Chefs Innovative management Entertaining atmosphere: “Theatre of the stomach” High Quality traditional food
Research of Authenticity
Creative advertising policy
Broad costumer targetting
Restaurant design
Efficient use
UNIQUE ATMOSPHERE
2. What are the major design choices which generate operating efficiency?
Benihana Restaurants inner design
No more traditional kitchen (+8% room available compared to traditional restaurants, service more attentive Authentic decoration: furniture imported from old Japanese houses and reassembled in the US
Compqny Strategy
No Franchising
Managerial Structure design
Simple management structure (1 manager, 1 assistant manager and 2/3 front men)
What is next?
Expansion strategy
Location
US
Type OF Market
Primary Marketing Areas Secondary Markets Suburban Market
Extra Territorial Expansion