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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

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