Benihana of Tokyo

Reduction of overhead cost, good food (46.7%)and authentic Japanese atmosphere (13.3%) . Hibachi table concept was introduced. This helped in reducing back office floor space generally needed for cooking, preparation, storage, management office and dressing area. There were around 8% reductions in back office space and resulted in larger space for customer/productive dining area. Teppanyaki table was introduced which consist of a gas fired steel griddle plate, wooden ledge bordering it to hold the customer’s plates. Exhaust hood to remove cooking steam and adore, each table accommodated eight diners with service being provided by a chef and a waitress. This arrangement resulted in decrease in labor cost to 10%-12% of gross sales. The menu was not very elaborate consisting only of steak, chicken and shrimp. Since food storage and wastage contributed significantly to overhead cost thus by reducing the menu there was virtually no wasteand reduced food cost to between 30% and 35%. The food was cooked to satisfaction and live cooking added to the whole experience. Prime grade meat which was tightly specified tenderloin and boneless strips. The steaks were further trimmed in house and only a bit of fat was left which was dramatically trimmed during Live Cooking in front of diners. Benihana were authentically decorated in Japanese traditional arts. Walls, ceilings, beams, artifacts and decorative lights were all from Japan. This resulted in giving anexclusive ambience to the customers which in turn became unique differentiating factor for the Benihana.
In a very short span of time Benihana of Tokoy has expanded in U.S Market and it has developed its own cliental which is not only exhibiting loyalty (65% repeat customers) to the brand but also acting as catalyst for new customers (34% new customers). On this basis I classify it as a huge success story.