Beruflich Dokumente
Kultur Dokumente
Initial Strategy
Introduce of Hibachi to:
Provide greater attention and service to the
customer while still keeping costs low.
Increase the proportion of the productive area.
Limit the main menu to 3 entrees to reduce
The Learnings
Franchising created many problems and with
Operational Strategy
Selected high traffic sites in business districts
Marketing Strategy
Invested heavily 8-10% of gross sales on
marketing.
Promoted the entire Benihana experience.
Used outstanding visuals and offbeat themes.
Employed considerable amount of market
research.
Analysis
Strengths
Exceptional quality of food.
Substantial repeat business (65.7%).
High number of recommendations and word of
Analysis (Contd.)
Weaknesses
Reliance on the skill of the chefs, is thus more
Observations
8-10% of revenue spent on ads while only
Recommendations
Benihana primarily sells on the strength of its
food products.
It reduces wastage through its simple menu.
The potential market is huge yet there are
resource constraints in scaling up.
The ad spend could be reduced or reworked
to increase efficiency.
Large scale retail of processed food products
could affect quality.
Could be pursued under a separate brand.
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