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Benihana of Tokyo
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A Japanese concept restaurant with a pioneering way of serving food
Effective positioning strategy with a well thought-out service design
Successful in its current operations reflected by its customer satisfaction
Focused on providing American food in a Japanese way

enihana of Tokyo
Japanese restaurant in America
15 units across the country
$12 Million turnover
Launch
New York, 196 - Rocky Aoki
Tradition
195 Yunosuke started
1958 Aoki introduced Hibachi table
Exotic surroundings
Japanese decor
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Evolution
Availability and Cost of Labour
Hibachi style of cooking
Differences
Labour Cost : 10-12% of gross sales
ncrease Dining space/Floor Area ratio
ack of restaurant reduced to 22%
Food Storage and Wastage Overhead
simple middle class meals
Differences
Food Cost brought down to 0-5% of Food Sales
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Hibachi |ablc conccp|

Workforce Training
Chefs one of the order winners or "points
of differentiation
Young, single, native Japanese
Three year formal training + -6 month
course to familiarize with American
customs
Training continued in USA
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Workforce Training
Competition amongst them to become the
master chef
Traveling chef inspects each unit
Some difficulty in getting chefs from Japan,
because of lucrative opportunities in Japan
However more growth prospects for them in
America
Low turnover because of paternal attitude and
job security
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Service Strategy
Treatment
A chef and a waitress serve two tables
Waitress takes the order and the chef
prepares food on the grill-cum-table
himself
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Service Strategy
$5eed / Convenience
Waiting time reduced as chef prepares the
last part directly on the table
Chef asks what kind of preparation
required
Chef divides steak into bite-sized morsels
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Service Strategy
!rice
Average check amount - $6 for lunch, $10
for dinner
Convenient for all income groups
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Service Strategy
'ariety
Not much variety Only three simple
middle American entrees: Steak, Chicken
and Shrimp
Done to cut down on storage and waste
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Service Strategy
":aIity
One of the prime differentiators
8% of customers rate food excellent
1% of customers rate service excellent
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Service Strategy
&niq:e $kiIIs / TangibIes
Main "order winner
Japanese trained chef, "Hibachi style,
food cooked in front of the customers
Authentic Japanese dcor
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16 M Kozhikode
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