BENIHANA IN TOKYO

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NEWS

Japanese restaurant chain Benihana to enter India

Thursday,
January
16, 2014,
Bya HBI
| Mumbai
Globally famed Benihana
chain
of restaurants
has set12:00
foot in Hrs
Delhi [IST],
providing
taste Staff
of authentic
Teppanyaki,
Japanese style of cooking stated a PTI report. Benihana, which means red flower in Japanese, is a restaurant
chain famed for chefs who spin knives, juggle food and do other theatrics while they cook.
"We don't need a separate space for a kitchen because we cook in front of our customers and serve them
immediately. Our concept is 'My Kitchen is your Table'," Keiko Ono Aoki, CEO, Benihana said.
Keiko was in the city to firm up plans for the eatery's scheduled formal inauguration in April this year. The chain
now boasts of 80 restaurants in the US and 23 in Asia, United Kingdom and the Middle-East.
"India is huge market so we decided to open here. New Delhi has a lot of diversified market - both local as well
as international eating chains," said Porche Prasertchoang, Director Opertions, Benihana Tokyo.
"We are more of a community dinning table. According to 'Rocky' 50 years ago it was very difficult for people to
sit together and eat especially in England. He introduced the concept of eating together," said Keiko.
The restaurant which has opened here at Nehru-Place's Epicuria Mall can seat over 40 people simultaneously.
To cater to the Indian palate the eatery incorporates a number of vegetarian dishes and also hosts separate
tables
for
vegetarian
customers.
"The restaurant has begun to make its mark here and we are hoping that after our formal grand opening night
which we are planning to do in April will make even more flutter in the food market here. We have plans to also
open
in
other
cities
and
one
more
branch
is
Gurgaon,"
said
Keiko.
"We especially train our chefs to give the customer 'eatertainment'. They have to perform and entertain their
customers with stories or tricks to woe them and make eating out a fun concept," said Keiko.

GLIMPSE..
https://www.youtube.com/watch?v=dGSR
8dN02Bk

CONTEXT.

Founded in 1964, Hiroaki Aoki (Rocky)

Started franchising in 1969

15 units till 1972

Target high traffic area

Primarily located in business district, though easy access to residential

area (Market research and setup at highly populated area)

Highly trained chefs 3 yr formal apprenticeship 3-6 months course

in English language and American manners Training chefs used
continuously Paternal attitude towards all its employees

Unique combination of Japanese paternalism in an American setting

Organization & Control

A simple management structure

Manager

assistant manager

2-3 front men

Reporting structure

Managers reported manager of operations Manager operations reported VP

of operations
Individual quota figures allotted based upon overall sales goals and budget
o

Bonus plan for performance over quota

Accounting staff and controller to monitor costs

Advertisement..

Benihanas success Different and original in our advertising

approach

Outstanding visuals in ads

Theater of the stomach A Benihana chef is an artist, not a butcher

Go Forth now and cook for the Americans

The mission of Rocky Aoki

Two Philosophies of the steak

The advertising policy is different and it makes them seem different to

people
Come in and give a nice Japanese boy a break Rocky Aoki

Business Model

Limited Menu
Keeps cost of food and wastages to bare minimum Minimize Flow time
Keeps turnover rate high thus high utilization and throughput
Minimize Waste
Minimize Inventory
Optimal site selection
High traffic area
Keep an optimal mix to meet the business district and residential flow
Minimize Space
Highly trained, skilled and motivated workforce
Making Japanese cooking tangible
People feel good about the cooking process and not food only
Personal Training Highly trained personal
Controlling quality Making the customer look what they are being cooked

Success Factors

Availability

Convenience

Personalization

Price

Quality

Speed

Visibility of service to the customer

Sense of pride in sheaf to work

ISSUES..

Self operated restaurants vs. franchisees

Franchisees owner were not experienced in hotel business but only

investors

Cultural difference in owner and native Japanese staff

Control on franchisee was difficult

One of the biggest constraints is authenticate Japanese staff

Cost factor - Fixed cost vs. demand turn up

Is it worth to import construction items from Japan? Survey says

that people did not come for look and feel but food

Cost Model

Customer Views

Customers view point

Most people came there recommended

Repeat business 65.7%

Attracted to food and atmosphere

Expectations seemed to have meet

Frequency was less ( but aligned to the vision of founder)

Statistics
Gross profit 1.3 million per year

REMARKS..

THANKS