Background: The Benihana chain of restaurants started in New York in 1964 when an entrepreneur by the name of Hiro aki (Rocky) Aoki moved to America to fulfil his dream of opening a restaurant business in order ‘to make people happy’. He had to investigate and analyse the US restaurant market in order to determine exactly what type of restaurant business he was going to open, in other words, what product was going to be successful in the US market. What is the Product? Rocky made a number of discoveries, which can be seen below: o He noted Americans enjoyed eating in exotic surroundings, but were deeply mistrustful of exotic foods. o He learned that people enjoyed watching their food being prepared. o He learned there was a shortage of skilled labour. o He discovered that food storage and waste contributed to the overhead costs of a restaurant business.
In addition to all the above, he had a personal taste for ‘historical authenticity’. With the above criteria in mind he knew that he could sell a visual product and this was portrayed when he introduced a new concept of ‘eatertainment’ dining. This product involved the combination of teppanyaki-style eating and entertainment in an oriental atmosphere. ‘Eatertainment’ involves a highly skilled chef who prepares all meals at a ‘hibachi’ table in front of the clients.
This preparation portrays the art of cooking with an exuberating performance by each chef as they chop, dice and juggle the food like samurai warriors as guests stare in amazement and awe. The teppanyaki-style eating gives the customers a sense of Japanese experience even though they are not eating exotic foods. The concept included a limited but very tasteful menu with the addition of various sauces. It can be stated that the Benihana restaurant became a clear success with the ‘eatertainment’ product. With the blending of great food, teppanyaki style, and the knife cutting, entertainment experience, Benihana became a success in New York and hence other major cities across America.
This Essay Will Discuss The Proposal Of Opening A Fast food Restaurant Nearby The University Campus
This essay will discuss the proposal of opening a fast-food restaurant nearby the university campus. Background: the absence of fast-food restaurant nearby the university, which is aimed at students as the main customer target, can be viewed as a possibility of opening one. The prospects of future development and generating a decent amount of revenue for further expansion of services are quite ...
