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Globally famed Benihana chain of restaurants has set foot in Delhi providing a taste of authentic Teppanyaki,
Japanese style of cooking stated a PTI report. Benihana, which means red flower in Japanese, is a restaurant
chain famed for chefs who spin knives, juggle food and do other theatrics while they cook.
"We don't need a separate space for a kitchen because we cook in front of our customers and serve them
immediately. Our concept is 'My Kitchen is your Table'," Keiko Ono Aoki, CEO, Benihana said.
Keiko was in the city to firm up plans for the eatery's scheduled formal inauguration in April this year. The chain
now boasts of 80 restaurants in the US and 23 in Asia, United Kingdom and the Middle-East.
"India is huge market so we decided to open here. New Delhi has a lot of diversified market - both local as well
as international eating chains," said Porche Prasertchoang, Director Opertions, Benihana Tokyo.
"We are more of a community dinning table. According to 'Rocky' 50 years ago it was very difficult for people to
sit together and eat especially in England. He introduced the concept of eating together," said Keiko.
The restaurant which has opened here at Nehru-Place's Epicuria Mall can seat over 40 people
simultaneously. To cater to the Indian palate the eatery incorporates a number of vegetarian dishes and also
hosts
separate
tables
for
vegetarian
customers.
"The restaurant has begun to make its mark here and we are hoping that after our formal grand opening night
which we are planning to do in April will make even more flutter in the food market here. We have plans to also
open
in
other
cities
and
one
more
branch
is
Gurgaon,"
said
Keiko.
"We especially train our chefs to give the customer 'eatertainment'. They have to perform and entertain their
customers with stories or tricks to woe them and make eating out a fun concept," said Keiko.

https://www.youtube.com/watch?v=epoIPgQrAyQ&
list=PL6D1E20BB6FADB467&index=3

Founded in 1964, Hiroaki Aoki (Rocky)

Started franchising in 1969

15 units till 1972

Target high traffic area

Primarily located in business district, though easy access to

residential area (Market research and setup at highly populated
area)

Highly trained chefs 3 yr formal apprenticeship 3-6 months

course in English language and American manners Training
chefs used continuously Paternal attitude towards all its
employees

Unique combination of Japanese paternalism in an American

setting

Benihana is the originator of the unique Hibachi cooking style and

Eatertainment created in United States.

Offers casual dining in a distinctive Japanese atmosphere enhanced

by the entertainment provided by its Benihana chefs.

Chefs prepare fresh steak, chicken and seafood in traditional

Japanese-style at the customer's table.

Meals are prepared at aTeppanyaki table surrounded by a wooden

eating surface in front of the guests (Teppan meaning "steel grill" or
"griddle" and yaki meaning "grilled" or "broiled").

Limited menu consisting of three basic items: chicken, shrimp and

steak.

High proportion for productive dining space.

Only 22% total space is back of the house.

From start to finish, Total service time is 45-60

minutes.

Average turnover time at the Teppanyaki table

was 1 hour and upto 1.5 hours in busy periods.

After a group of 8 people were seated, the

waitress would take the order and bring whatever
soup, salad and beverages were requested.

After this, the chef would arrive and begin his

show on the table.

Cost Head

Typical Sit Down

Restaurant

Benihana

Food Costs (% of food

sales)

38-48 %

30%

Beverage Costs(% of
Beverage sales)

25-30%

20%

Labor Costs

30-35%

10%

2-6%

4%

4.5-9%

5%

0.75-2%

10%

Space Occupancy

30%

22%

Construction cost

Lower

Higher

Management Salary
Rent
Advertising and
Promotion

Labor cost = $1.3 million / year * 10% = $1,30,000 / year

Chicaco Unit - 30 People

Salary of 1 Manager
- $ 15000
Salary of 1 AM
- $ 12000
Salary of 2 Front Men - $ 9000*2 = $ 18000
People Left- 26
Salary of 1 chef = $ 9000
Salary of 6 chefs = $ 9000 * 6 = $ 54000
Salary of other staff = 75000/20 = $ 3800/year

Income

13,00,000

Expenses
Food

3,90,000

30%

Labor

1,30,000

10%

Advertising

1,30,000

10%

Management

52,000

4%

Rent

65,000

5%

Depreciation

52,000

4%

8,19,000

63%

Total Expenses
Gross Profit(EBITDA)

4,81,000

Tax

7,215

1.5%

4,73,785

36%

Profit after Tax

Intangibility
Psychological benefits
Exotic surroundings
Authenticity of the
place
Satisfaction and
pleasure through
Eatertainment

Sensual benefits

Physical items

Highly trained native

Japanese chefs
Cooking is mainly
showmanship
Courtsey of chefs and
waitress

Walls, ceilings, lights,

etc. are from Japan and
the materials are
originally shipped to the
United States.