Benihana in Tokyo

1410 Words6 Pages
B[Benihana in Tokyo] 1. What is the concept of the benihana’s services? Benihana concentrate in standardized show process that does not provide various menu. | Level of customized | Level of labor intensive | | Low | High | | Low | | | | high | Benihana restaurant | | Benihana’s target customers are who like foreign food and enjoy watching cooking process but not trust in foreign food. To satisfy target customers, benihana provides the following services. First, Benihana open their service process that is cooking courses, so benihana build trust with its customers. Benihana’s second service concept is ‘trying to satisfy customers who in standby time’. Its last concept is ‘providing unique implicit services that are like foreign mood by oriental decoration(especially by Japanese’s decks)’. Many American is interested in foreign food, especially oriental food. Oriental food industry in U.S.A growth well, but there is one problem. Americans do not trust sanitation of oriental food. Most of Americans thinks that foreign food and recipe of foreign food are not sanitary. To solve this problem, benihana open to customers process of production, cooking process. Customers could see cooking process and raw materials that is used in cook. This service do not only helps benihana build trust with its customers, but also provide customers who enjoy courses of cooking with joy of watching cooking process. Rocky made the cooking process as ‘cooking show’, by adding special skills. Moreover, benihana also try to provide customers with special Japanese mood. Because many Americans enjoy foreign food in well-made foreign mood, Rocky decorate benihana restaurant with real Japanese materials, which are walls, ceiling, pillar etc. Benihana flew in all of materials from Japan. 2. How does Benihana’s cost structure differ from that of a typical
Open Document