Benihana Inc. Formally Announces Benihana Teppanyaki Renewal Program
August 20 2009 - 12:00PM
Business Wire
Benihana Inc. (NASDAQ: BNHNA; BNHN), operator of the nation’s
largest chain of Japanese theme and sushi restaurants, today
formally announced its Benihana Teppanyaki Renewal Program at its
2009 Annual Meeting of Stockholders. The 2009 Annual Meeting of
Stockholders was held at the Marriott Doral Golf Resort and Spa,
4400 NW 87th Avenue, Miami, Florida 33178 at 10:00 a.m. ET this
morning.
Benihana Teppanyaki Renewal Program
The Benihana Teppanyaki Renewal Program was presented by the
Company’s Chief Executive Officer, Richard C. Stockinger, and
outlines several steps the Company is taking to improve guest
perceptions of the Benihana Teppanyaki dining experience as they
relate to image, value, quality, consistency, and lack of Japan.
Mr. Stockinger also discussed how the Company intends to elevate
the quality of food and beverages, raise the level of service
standards, and revitalize the concept’s marketing and public
relations activities. These combined efforts, which are in various
stages of implementation, are focused on increasing guest
frequency, creating greater mindshare, and ultimately bolstering
restaurant sales at the Company’s flagship brand.
Menu & Dining Experience
Enhancements Include the Following:
- Raised tenderloins
specifications to USDA Choice, improved chicken product, and
enhanced cooking methods for both proteins to enhance flavor.
- Revamped specification and
preparation process for cold water lobster tails and scallops.
- Upgraded shrimp product for
dinner entrees to Mexican #1 white U12, which will be prepared with
the shell on the teppanyaki grill.
- Produce is now being cut on
premises to ensure maximum freshness. Salads have been augmented
with the use of romaine and iceberg lettuce, and grape
tomatoes.
- Reintroduced Häagen-Dazs® as the
premium ice cream brand for dessert and added a premium Bindi®
sorbet. All specialty entrees include ice cream or sorbet.
- Revitalized beverage program
will feature new Sake cocktails, enhancements to the existing hot
Sake menu with items that are currently only found in Japan, new
specialty cocktails.
- Upgraded wine program with new
wines, new glasses and temperature controlled wine storage.
These enhancements will be in place for the October 1st new menu
launch. The new menu is part of the Company’s efforts to improve
the food quality and variety without any entrée price increases.
The menu contains 7 new items, including the 12 oz. Imperial Steak,
the Emperor’s Salad with choice of shrimp, steak or chicken, the
Spicy Tofu Steak, the Colossal Mango Shrimp, the Garden Delight,
steamed vegetables prepared using a specialty steamer on the
teppanyaki grill, the Spicy Seafood Soup, and the Yummi-Taki, a
specialty dessert.
Other enhancements to the dining experience include table top
presentation, steps of service, red linen napkins, and standardized
dress attire for all Benihana Teppanyaki chefs and restaurant
staff. The Company has also begun work at select restaurants on
maximizing visibility with signage, including lighting the blue
roofs where appropriate, and identifying opportunities for
additional seating, particularly at South Florida waterfront
locations.
Celebrating Benihana Teppanyaki’s
Heritage & Showcasing the Best of Contemporary Japan
While Rocky Aoki founded Benihana Teppanyaki in 1964 in New York
City, the vision behind the concept was that of his father,
Yunosuke Aoki, who opened a small coffee shop in Tokyo right after
World War II. The vision was to promote Japanese culture in the
United States through restaurants. The Aokis turned to Master Chef
Shinji Fujisaki, who was Chairman of the All Japan Culinary Artist
Society to create the original menu, and many of those recipes are
still in use today.
As part of the Benihana Teppanyaki Renewal Program, the Company
is making changes to the dining experience so that it will not only
continue to honor one of the world’s oldest cultures, but also
solidify the concept’s reputation as being a celebration of
Japanese heritage.
The Company is also forging new relationships with some of the
leading authorities in Japanese cuisine and design today.
Specifically, Chef Hiroyki Sakai, a protégé of Master Chef
Fujisaki, has been named the Company’s Executive Culinary Advisor,
and will be assisting the Company’s efforts to enhance menu recipes
and cooking methods, while sharing the latest Japanese culinary
trends. Ms. Eriko Horiki, a world renowned Japanese designer, is
currently working on several Japanese elements for the restaurants
along with a new and exciting menu design, which will be launched
later this year.
Marketing Activities
As part of the Benihana Teppanyaki Renewal Program, the Company
has launched several initiatives which are designed to create
greater awareness for the concept and strengthen guest
connectivity:
- Launched The Chef’s Table email
program, which is being utilized for promotions and building brand
loyalty. The database is reaching 400,000 addresses, up from 70,000
five months ago. Each participant receives a free dinner for his or
her birthday, a celebration that has been a long tradition at
Benihana Teppanyaki, and is able to participate in other
promotions, as well.
- Inaugurated the Children’s Club
program, which addresses this very important guest constituency, as
children are often the prime drivers in bringing families to
Benihana. On their birthday, children receive a traditional
Japanese mug.
- Signed Wieden + Kennedy to lead
its advertising efforts, and Coyne PR to lead its consumer public
relations efforts.
About Benihana
Benihana Inc. (Nasdaq: BNHNA) (Nasdaq: BNHN) operates 99
restaurants nationwide, including 65 Benihana teppanyaki
restaurants, nine Haru sushi restaurants, and 25 RA Sushi Bar
restaurants. Under development at present is one Benihana
teppanyaki restaurant. In addition, 22 franchised Benihana
teppanyaki restaurants are operating in the U.S., Latin America and
the Caribbean.
To learn more about the Company and its three Japanese theme and
sushi restaurant concepts, please view the corporate video at
www.benihana.com/about/video.
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