Benihana of Tokyo an Introduction to Hibachi Cooking Essay
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 Mexico city UK&Europe