L'entreprise Benihana (document en anglais)

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Realisé par : BENSTELLA Fayrouz

1- List some indications of Benihana success. Is there any particular point that boosts Benihana success?

Benihana’s success isn’t hazardous. Rocky, the owner of this chain understood the American’s society needs in terms of food and restaurateur service. Benihana owes its success to :

• Benihana invested heavily in training programs for chiefs

• Benihana is a supportive ecosystem for employees

 Chances of growth in the organization

 Paternal attitude

 Good salaries and perks like bonus plans

 Job security and well being of the employees

• Benihana allows the clients to contribute to the preparation of exotic food, which makes them trustful about it. Benihana isn’t a simple restaurant; it’s a place of divertissement for food lovers.

• Substantial investment on creative ads & public relations

 Invested 8-10% of gross sales in advertising

 Innovative advertising approach

 Consistent word of mouth policy

• Benihana was able to realize high levels of customer service with a limited number of skilled labors, which leads to an optimal reduction of costs.

• Benihana is a fun place where the customer could meet the authenticity of the Japanese culture: the walls, ceiling, beams, artifacts and the decorative lights are there to make the customer live an experience not just have a meal in a rush

• 78% floor space is dinning or bar ( vs 70% elsewhere)

2- Make a comparison of costs ( % of sales $)

Category BENIHANA TYPICAL RESTAURANT

Labor costs 10-12% 30-42%

Food costs 30-35% 38-48%

Beverage costs 20% 25-30%

Rent 5-7% 4.5-9%

Promotions costs 8-10% 0.75-2%

Construction HIGHER lower

We can deduce that:

• Introducing the Hibatchi table arrangement and breaking with the conventional kitchen , kept the labor cost low at a level of 10-12%

• Simplifying the menu cut food costs to 30-35% depending on the price of the meal

3- What particularly and carefully designed service organization does Benihana offer to its targeted market?

 Benihana offers a food show, a theater of the stomach, an experience of been a part of the chef recipe, a moment of distraction and peace in the Chinese culture .

 Benihana give a special attention to customer’s relationship by a wild personal assistance through full service restaurant and considering the customer as a co-creator by giving importance

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