Forty-two years after opening their first Japanese
restaurant in the U.S., Benihana set out to refresh
its image. Change was necessary: the iconic national
brand that helped make Japanese cuisine popular
with so many Americans was loosing ground to the
new generation of Japanese and Asian Fusion
restaurants.
Benihana’s renaissance was two-fold: while the
company executed an architectural and design
face-lift for their restaurants, DCI was tasked with
developing fresh positioning for the brand and
managing the publicity around the re-openings
of key locations.
Armed with the slogan ‘The Next Benihana,’ DCI
positioned the restaurants’ new dining experience
as an inspired feast for all senses: taste, sight,
sound, aroma, touch and even energy level.
Highlighting the themes of energy, spirit and
strength also helped raise awareness and appeal
of ‘The Next Benihana’.
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REAL RESULTS
From California to Florida to New Jersey,
'The Next Benihana' delighted the palate of both
Benihana regulars and newcomers to teppanyaki
cuisine. The media agreed: 'The Next Benihana
Grand Opening' coverage included features in
CLEVELAND MAGAZINE, THE MIAMI HERALD,
THE STAR LEDGER, MEMPHIS DAILY NEWS, and
other top dailies. Diner anticipation for the next
'Next Benihana' was high, creating longer lines and
more business to Benihana restaurants across
the entire chain. |
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