1. Submitted by
Pritam Das 12DM006
Sunil Acharya 12DM008
Priyanka Bhattacharya 12DM011
Jyoti K Mohapatra 12DM0
Akash Prusty 12DM0
2. Benihana’s History
Found in 1964 by 25 year old Hiroaki Aoki (Rocky)
Benihana selling :
Food and Beverages
Types of foods serve :
Steak, chicken, shrimp
Target Customers-
Business Person
Tourist visitors
White collar
3. Major drivers of success
Achieve high levels of customer service with less skilled
labour
Limited menu reduces food and waste costs
Fast table turnover due to limited menu and cooking
time, food and info transfer inefficiencies reduced by
eliminating servers
Large bars increase beverage (high-margin) % of sales
78% floor space is dining or bar (vs. 70% elsewhere)
4. Simple management structure (4 execs + controller
in corporate), high level of control
High quality and customer service
Advertising & PR
Authentic Japanese atmosphere.
5. Benihana vs TR
Typical Restaurants
CUSTOMER WAITER CHEF
Benihana
CUSTOMER CHEF
WAITER
6. Provides an interactive dinning experience.
Less wastage of food due to less options in the menu.
Reduced wait time for the customers.
Equal attention to all the customers preference as the
food was cooked in front of them.
7. Production system
Arrival – Cocktail Lounge, batches of 8 in hibachi table
Request - 3 Food item menu
Capability – Chef prepares food directly with customers within
the encounter, reducing variability from waitress and customer
capability to communicate menu.
Effort- Participate in the cooking process
Subjective Reference – Customers suggest preferences while
chef is cooking allowing customer more control of fined product.
8. Major Design Choices
• Waiting Time (Bar/ Lounge area)
Increases beverage sales and reduces cost
Convenient waiting time, creates revenue generation from
Inventory.
8 sitting together filling up empty seats.
• Cooking (Chefs cooks in dining room)
Eliminates needs for conventional kitchen
Needs only 22%of total space vs. 30% of typical restaurant
• Ordering Food (Reduced menu)
Avoid wasting of food, cutting food cost to 30-35% vs.38-48%
9. • Advertising
10% of sales vs. 0.75 to 2%, increasing demand and minimising
demand side bottlenecks
• Staff
Native, well trained chefs, reduced no. of
Waiters, labour cost 10-12% vs.30-35% of sales.