BENIHANA IN TOKYOSubmitted By:-

N E W S - Japanese restaurant chain Benihana to enter India Thursday, January 16, 2014, 12:00 Hrs  [IST], By HBI Staff | Mumbai

Globally famed Benihana chain of restaurants has set foot in Delhi providing a taste 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=dGSR8dN02Bk

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 budgeto Bonus plan for performance over quotao Accounting staff and controller to monitor costs

Advertisement.. Benihana’s 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 steakThe 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

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