BENIHANA OF TOKYO

A Japanese dream. An American success story.

Dr. Irfan Saleem 29S-645
About Hiroaki Aoki (Rocky)
 The owner of
BENIHANA chain of
restaurants.
 Father was a local

restaurant owner in
Japan.
 Spent three years in

analysis of US
restaurant market.
 Passed Away in2008.
 Background of BENIHANA
 In 1935 Yunosuki Aoki opened the first of his
chain of restaurants in Japan. Named BENIHANA.s
 Papasan the elder Aoki followed the traditions.
 Papasan worked on cost reduction concept for the
first time in 1958.
 Rocky borrowed the method of cooking from his
father.
 1959 rocky came to US and studied the US
restaurant market.
 In 1964 opened his first unit in mid-town
Manhattan.
Leanings that used to establish
BENIHANA
 Rocky knew that in restaurant business he
will never go hungry.
 American love to see their food being
prepared.
 Hibachi table concept was successful idea.
 He insist on historical authenticity.
 Emphasized on chaff's training.
 Price strategy
 The lunch time is very important; BENIHANA
offers low price Manu.
 Offers three type of food (Steak, Chicken,

Shrimp), no need to store item all the time.

 In 45 minutes their Avg. turnover is $6 – 10

they boost their turnover by offering

beverages.
Training Effect in Business.
 Chef is the key to success
in BENIHANA so, The
chefs are highly trained.
 The chefs are trained
American Manners also.
 Combining Japanese
worker with American
Management technique
that is the successful
experiment.
 People’s attraction
towards chefs.
 Layout of Management
 There is workforce diversity in Management.
 The mixture of American and Japanese

employee.
 The head of internal affairs, there is Japanese.
 The head of external affairs, there is a local

American Manager.
 Improvement Suggestion

 Limited Menu items offering. More offers

should be introduced.
 Awareness about Japanese food.
 Sell franchises to the investors who have

some experience in this field.

 Cost Reduction Strategy
 The Hibachi table arrangement reduced the
cost.
 Less wastage of food.
 Little items to store.
 Importing decoration material directly from

Japan.