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Benihana of Tokyo

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by

Reza Panji Utomo

on 12 December 2013

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Transcript of Benihana of Tokyo


Arranging floor plan
Budget control
Talent
Hiring
Training
Sales & bonus scheme
Supplies
Ingredients
Cook talent
Carpenter
Franchisee
Key partners
Key activities
Sales & Marketing
Better understanding of
Customer experience
Word of mouth experience
Advertising suit well to customer
Expansion opportunity
Key resources
Non-physical:
Atmosphere - ambience
Best yet cheap ingredients
Less choice of menu
Physical:
Strategic location
Mostly located in high traffic - business district
Shopping centre
Residential area
Owner - Rocky
Operation - Bill Susha
Controller
Advertising/ P.R. - Glenn Simoes
cost structure
Characteristics:
Cost contribution
Labor 10%
Ingredients 30
Food & Beverage 7/3
Ads 10%
Management 4%
Rent 5%
Space Usage:
Preparation 22%
Direct Material
Distribution
Sales

Gross margin ± 40%
Design
Authentic Japanese cuisine
Entertainment
To be served
Visual show
Genuine Japanese decoration
Value
Room of open communication
One-of-a-kind restaurant
Entertainment
Less menu, less headache
Accessibility & Convenience
Cozy dining experience
Located in very visible places
Value Proposition
Customer relation
Benihana
3P (Past , Present, Puture)
Operation & HR
You-Xe (Young executive)
Men
Single (going out with friend)
Earning $7500 - 40K
Customer Segment
Now & Future
Channel
Radio
Newspaper
TV
Website
Unconventional
Lead U to find out
Impact vs quantity
Typical ads
Revenue Stream
Abraham, Aji, Dave, Talita
Redefine market segment
Franchise
Quality
Either joint venture / wholly owned
Ippudo Ramen
Concept imitated already
No more prestige

Expansion
Franchise >< ownership
Certified local >< Japanese
Avg EBIT Margin (16-20%)
vs
Benihana EBIT margin (9%)
Marketing & HR
Increase profit margin
cutting cost
performance show should be ordered first hand
You-xe
Income >$100,000
Male, 21-40 y/o
Chef as Benihana Representative
Suggestion Box
Tepanyaki Restaurant
Haru Sushi
RA Sushi Bar
Selling F&B

Interactive dining experience
Reduce Batching
in pre-peak and post peak
Decrease show time
Offer drinks to waiting consumer
THank You
Full transcript