Does Benihana conduct promotional programs, and if so, what factors are they tailored to?

According to Benihana's 2024 Franchise Disclosure Document, Benihana does conduct promotional programs. These programs are frequently tailored to the city, brand, and clientele of each specific location. Benihana utilizes a network of local and national public relations firms to support these promotional programs.

Benihana's advertising and marketing efforts are primarily focused on increasing brand awareness and enhancing the overall reputation for quality, service, and delivering a high-energy experience. These efforts aim to strengthen brand recognition in existing markets and create awareness in new markets before new locations open.

To achieve these goals, Benihana employs various channels, including digital and social media, targeted local media such as magazines and billboards, and out-of-home advertising. Additionally, the company uses its websites, www.STKsteakhouse.com and www.KonaGrill.com, to facilitate online reservations, to-go/delivery orders, and gift card sales, all of which are designed to drive revenue.