RISE - Menu Monitor

Menu Positioning |
Benihana is open for lunch and dinner. The Japanese menu features appetizers, traditional items, specialties, desserts and
beverages. Signature items are the grilled Japanese-style steaks, seafood and chicken available as single or combination
entrées. Yakitori entrées include grilled skewered meat, vegetables and seafood dishes. Dinner items are served with
Japanese onion soup, side salad, a shrimp appetizer, Hibachi vegetables, steamed rice, green tea and dessert. Sushi bars are
also available at most units. A full range of alcoholic beverages is available. The chain lists a kids' menu as well. Menu prices
range from $2.50–$7.25 for sides and appetizers and $7.25–$42.50 for entrées. Checks average $26.
Expansion Plans |
Benihana opened a new Benihana teppanyaki unit at The Fountains at Arbor Lakes in Maple Grove, MN, on May 14. In
addition, the company will open new locations in Chicago; Torrance, CA; Chandler, AZ; Dulles, VA; and Plymouth Meeting,
PA. All will use the new prototype design. Also, Benihana is in the process of remodeling locations in Fort Lauderdale and
Miami Beach. They are slated to open during the first quarter of fiscal 2008. Its Burlingame, CA, unit will open in the second
quarter of fiscal 2008. The company’s Turtle Creek, TX, location will be closing upon lease expiration. RA Sushi and Haru also
have openings; Haru restaurants will open in Boston and New York City, and eight RA Sushi locations will open in Arizona,
California, Illinois, Florida and Texas. (Company Release 6/7/07)
Benihana announced updated development plans. They include a restaurant opening in Chandler, AZ, in September as well
as lease agreements for locations in Plano, TX; East Rutherford, NJ; and Coral Springs, FL. In addition, between June and
August the chain reopened its remodeled locations in Fort Lauderdale and Miami Beach, FL, and Burlingame, CA. Benihana
closed its location in Cherry Hill, NJ, and a section of its Dallas unit for renovations. Locations in New York City and
Sacramento, CA, have had minor remodels. Three additional locations in Chicago, Plymouth Meeting, PA, and Dulles, VA, are
under development. (Company Release 8/21/07)
Menu Development |
Benihana has expanded its sake offerings to include nine premium chilled sakes from Japan. Selections include three in the
daiginjyo category, with the highest grade costing $9.50-$12 a glass and $47.50 $62.50 a bottle; three in the junmai-ginjyo
grade, with prices from $6-$8 a glass and $28-$38 a bottle; and three junmai sakes, priced at $6.50-$8.50 a glass and $35-
$46 a bottle. The chain also menus a Sake Grazer for $12, which offers three 2-oz. glasses of premium sake for patrons to try.
The Sake Grazer also features a card describing the sakes, including the classification, brewing process, sugar concentration
and flavors. Other new beverage choices include a Mango Saketini, blending mango, pineapple, orange and lemon juices with
sake ($6.50); Ocean Blue, with sake, blue curaçao, triple sec and pineapple juice ($6.50); and San Diego Beach, mixing sake
with Apple Pucker and pineapple juice ($6.50). (Chain Leader 11/06 p37)
Personnel |
Jeannie Means, Director of Marketing
Douglas Medina, Director of Purchasing
Joel Scwartz, CEO
Jose Ortega, CFO
Taka Yoshimoto, V.P. of Research & Development
News & Other |
Benihana reported for the fiscal year ended April 1 net earnings declined 0.7% to $14.5 million from $14.6 million for 2006.
Revenues increased 11% to $272.6 million from $245.6 million. Same-store sales grew 7.4% at Benihana, 13.3% at RA Sushi
and 11.0% at Haru. (Company Release 6/18/07)
Benihana Inc. reported for the first quarter ended July 22 net earnings declined 6.6% to $4.2 million from $4.5 million for the
same period last year. Revenues rose 12.6% to $89.9 million. Same-store sales grew 6.2% at Benihana, 4.4% at RA Sushi
and 10.3% at Haru. (NRN Daily NewsFax 8/31/07)
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