Case Study Analysis
Benihana of Tokyo
Binus Business School,
MM Executive Batch 20
Presented by Group I
Alexander Christian
Dina Sandri Fani
Jenna Widyawati
Ridwan Martawidjaja
Table of Contents
2
The 70’s Benihana Facing Issues
3
Detailed Analysis
4
Conclusion & Recommendation
5
Key Takeaways
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The Story of Benihana
Case Analysis – Benihana of Tokyo
1
2
Table of Contents
2
The 70’s Benihana Facing Issues
3
Detailed Analysis
4
Conclusion & Recommendation
5
Key Takeaways
7/28/2014
The Story of Benihana
Case Analysis – Benihana of Tokyo
1
3
Benihana of Tokyo in Years
1st Benihana’s restaurant chain in Japan
•
1958
Introduction of Hibachi table arrangement
•
1964
Entry in US at West Side, NY
•
1966
2nd restaurant chain at East Side, NY
•
1967
3rd restaurant in Chicago; Big Blockbuster
•
1969
4th & 5th restaurant opened in SF and Las
Vegas. Started franchising the unit
•
1970
Opened Benihana Palace. Discontinued franchising scheme
•
1971
Bill Susha joined Benihana’s management
•
1972
15 units in US (9 owned, 5 franchised, & 1
JV). Grossed revenue over $12 mio per year.
Considered future expansion
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1935
Case Analysis – Benihana of Tokyo
•
4
Americans and Their Eating Behavior
Enjoyed eating in exotic surroundings
2
3
Deeply mistrustful of exotic foods
Enjoyed watching their foods being prepared Case Analysis – Benihana of Tokyo
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1
5
Problems at the Restaurant Industry in the United States
High labor cost Availability
Limited seating capacity
Food storage and food wastage Contribute significantly to the overhead cost of the typical restaurant
Case Analysis – Benihana of Tokyo
7/28/2014
Contributed 