What is the primary focus of Benihana's advertising and marketing efforts?
Benihana Franchise · 2024 FDDAnswer from 2024 FDD Document
The primary focus of our advertising and marketing is to increase awareness of our brands and our overall reputation for quality, service and delivering a high-energy experience. Our marketing efforts are designed to strengthen our brand recognition in markets where we currently operate and to create brand awareness in new markets before opening a new location. We use digital/social media channels, targeted local media such as magazines, billboards and other out-of-home advertising, and a strong network of public relations teams to increase the frequency with which our existing customers visit our restaurants and to attract new customers. We conduct frequent promotional programs tailored to the city, brand and clientele of each location. We utilize a network of local and national public relations firms to support these promotional programs. Additional marketing functions include the use of our websites, www.STKsteakhouse.com and www.KonaGrill.com, to facilitate online reservations, to-go/delivery orders and gift card sales to drive revenue.
Source: Item 22 — CONTRACTS (FDD pages 73–74)
What This Means (2024 FDD)
According to Benihana's 2024 Franchise Disclosure Document, the company's advertising and marketing efforts are primarily focused on enhancing brand awareness and cultivating a strong reputation. This includes emphasizing the quality of service and the high-energy experience that Benihana restaurants aim to deliver.
Benihana's marketing strategies are designed both to reinforce brand recognition in existing markets and to establish brand awareness in new markets before a location opens. This proactive approach ensures that new franchisees benefit from pre-launch marketing efforts.
The company employs a multi-channel approach to achieve these goals, utilizing digital and social media, targeted local media such as magazines and billboards, and a public relations network. These efforts aim to increase the frequency of visits from existing customers and attract new patrons. Promotional programs are tailored to the specific city, brand, and clientele of each location, supported by local and national public relations firms. Benihana also 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 contribute to revenue generation.