RISE - Menu Monitor

Benihana
Headquarters
8685 NW 53rd Terrace Suite 201, Miami, Florida 33166 USA
Tel: (305)593-0770 Fax: (305)592-6371
www.benihana.com
Ownership: Private
Segment: Full Service Asian/Noodle
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 222,500 226,000 212,000
Company-owned ($000) 185,000 181,000 167,000
Franchised ($000) 37,500 45,000 45,000
U.S. Number of Units 70 70 72
Company-owned 59 56 57
Franchised 11 14 15
International Sales ($000) 65,000 60,000 66,000
International Units 19 17 22
Average Sales/Unit ($000) 3,400 3,250 3,100
Concept Positioning |
Benihana of Tokyo is a chain of full-service, Japanese-style steakhouses that feature communal dining around eight-seat
cooking tables. "Showmen Chefs" slice, season, and cook vegetables, meats, and seafood at a steel grill on the patron’s table.
The menu offers lunch speials, traditional teppanyaki meals and sushi. Benihana Inc. is the parent company of Benihana
restaurants. Benihana Inc. operates approximately 85% of its units; the remaining restaurants are franchised. In addition, the
company owns and operates three other smaller Asian concepts: Sushi Doraku, RA Sushi and Haru. Benihana is an
international chain.
Most Benihana units are freestanding buildings in urban locations. A typical unit occupies 8,000 sq. ft. Most restaurants have
18 teppanyaki tables and total seating for as many as 178 patrons in the dining room, plus up to 120 additional patrons in the
lounge. The company has also launched a Benihana Grill prototype (around 3,500–4,000 sq.ft.) for use in smaller markets.
The décor features Oriental artifacts, prints and music. The chain has also added full sushi bars to many of its restaurants. In
2006, Benihana announced a complete prototype makeover, with the implementation of a multi-million dollar, system-wide
update with a contemporary Japanese design. In addition to the modernized exterior, interior updates will include an expanded
waiting area, a lounge with an extensive sake menu and new themed dining areas, designated as "spirits" and "energy" rooms.
That same year, Benihana Inc. announced the launch of a new Benihana Teppanyaki Restaurant in Minnesota, utilizing the
new prototype design. Other units, particularly several in California, are being updated under this revamp plan.
Rocky H. Aoki, former Olympic wrestler and son of a Japanese restaurateur, founded the Benihana chain in New York in 1964.
The first franchise was granted in 1969, and the first overseas unit opened in 1977. In 1997, the company acquired nine-unit
Rudy’s Restaurant Group and has converted all of those units to its Benihana brand. In 1999, Benihana Inc. acquired an 80%
interest in Haru Holding Corp, which operates the Haru chain. Benihana acquired RA Sushi in 2002 for $11 million plus $1.2
million in debt assumption. Benihana sold its Sushi Doraku unit in Miami to Kevin Aoki for $536,000. Benihana plans to
continue expansion.
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