Iconic Brand: A Legacy Steeped in Tradition
The origins of Benihana trace back to Japan, where a small coffee shop was opened by Yunosuke Aoki, a descendant of samurais, and his wife Katsu. This humble beginning marked the start of a culinary journey that would span across continents and generations. Together with their four sons, the Aoki family grew the business into a full-service restaurant, fostering an understanding of the restaurant industry that would shape Benihana’s success.
From an early age, the Aoki children learned the importance of cleanliness, the value of fresh ingredients, and the critical role of top-quality tools. However, it was the eldest son, Hiroaki, or “Rocky,” who truly understood the power of entertainment and culinary innovation. His experience as a wrestler on the Japanese Olympic team led him to the United States in 1960, where he would begin to shape an idea that would later transform the dining landscape.
In 1969, Rocky opened the first Benihana restaurant in New York, featuring a small four-table teppanyaki concept. Little did he know that this venture would give birth to an iconic brand. By blending Japanese cuisine with performance, Rocky’s vision of combining extraordinary food with an entertaining dining experience was born.
“Where Strangers Become Friends, Meals Become Celebrations, and Celebrations Become Cherished Memories”
At its core, Benihana is more than just a restaurant. It’s an experience—an experience where guests are not just customers, but part of an unforgettable culinary performance. This communal dining concept, which has become a hallmark of the brand, combines the art of teppanyaki cooking with the spectacle of a personal chef creating a live show right at the table.
For over 60 years, Benihana has offered an impressive selection of freshly grilled steaks, high-quality seafood, and a wide array of creatively crafted Japanese dishes. The brand’s commitment to culinary excellence is evidenced by its continued success, and while Benihana is renowned for its hibachi cooking tradition, it has evolved to offer a broad range of dishes, including sashimi, sushi, and even elevated cocktail bars—innovations that have been particularly popular in the brand’s European locations.
The key to Benihana’s success lies in its ability to create a sense of celebration in every meal. Whether it’s a birthday, anniversary, or a simple night out, Benihana fosters an atmosphere where guests don’t just eat—they experience something special, something memorable.
Legacy Transformed: A Modern Twist on Tradition
While Benihana’s legacy as a premier dining destination remains intact, the brand has not remained static. To stay relevant and continue to appeal to today’s consumers, the brand underwent a rejuvenation that would make it more versatile and modern.
The turning point came when Minor Food Group (MFG), the owner of Benihana’s international rights outside of the Americas, acquired a stake in the brand. With MFG’s global experience and strategic foresight, it was decided that Benihana needed an update to meet evolving consumer demands and investor expectations. This modernization would be more than just a fresh coat of paint—it would incorporate new ideas to enhance the guest experience, improve operational efficiency, and create a more engaging ambiance.
One of the major changes was the introduction of an open dining section surrounded by raised teppanyaki tables. This design allows guests to enjoy the culinary performance without having to pay premium prices for front-row seats. The à la carte menu was also refined, delivering the same quality Benihana signature dishes, but in a more time-efficient way—perfect for customers who want to enjoy a quick, satisfying meal without compromising on taste.
Additionally, the restaurant’s décor received a contemporary makeover, embracing lighter furniture, Japanese-inspired video art, and music. The new ambiance reflects a modern yet still distinctly Japanese aesthetic, appealing to both traditional diners and younger generations seeking a stylish dining experience.
From a business perspective, this transformation has proven highly successful. By reducing the restaurant footprint from 450–500 square meters to a more manageable 250–300 square meters, the brand has made significant strides in cutting overhead costs. With a smaller investment in décor and equipment, Benihana has increased its return on investment (ROI) while also boosting its average unit volume (AUV). The changes have led to increased utilization of other dayparts, with lunch now accounting for over 45% of total revenue. This new model has been rolled out across locations in Singapore and Malaysia and is expanding to other regions, including Asia-Pacific and Middle East.
The introduction of both classic and urban formats has positioned Benihana to expand rapidly, with opportunities in a variety of settings: from shopping malls and in-line locations to stand-alone and hotel-based outlets. The flexibility of these new formats makes Benihana an attractive proposition for potential franchisees, as they can now enter new markets with a concept that works across different demographics and locations.
The Journey Just Began: Benihana’s Global Expansion
Benihana’s journey from a small restaurant in New York to a global brand with more than 100 locations worldwide is nothing short of remarkable. Today, more than 20 Benihana restaurants are owned or franchised by Benihana Holdings Pte Ltd, a part of Minor Food Group (MFG) since the acquisition in 2018.
MFG has been a major player in Benihana’s global success, with the group’s extensive experience in the F&B industry, particularly in the Asian market. As one of the first international franchisees of Benihana outside the US, MFG has developed a deep understanding of the brand and its operational intricacies, offering unmatched expertise and support for franchisees. The new restaurant model, tested successfully in Asia, has demonstrated how Benihana can stay fresh and appealing to a wide range of customers, ensuring continued success for the brand.
As Benihana continues to expand into new markets, including Australia, it offers a compelling opportunity for franchisees. With the combination of an iconic brand, a refreshed business model, and the backing of a global leader in the F&B sector, Benihana is poised to thrive in new territories while remaining true to its legacy of providing exceptional dining experiences.
Who Is Minor International and Minor Food Group?
Minor International (MINT), the parent company of Minor Food Group (MFG), has a rich history that spans nearly half a century. Founded in 1978 with a single beachfront resort in Pattaya, Thailand, MINT is now one of the largest hospitality and leisure companies in the Asia Pacific region. The company operates over 560 hotels and resorts, as well as 2,669 restaurants and 267 retail trading points of sale, across 65 markets in Asia Pacific, the Middle East, Africa, the Indian Ocean, Europe, and the Americas.
Minor Food Group, a division of MINT, is a global leader in the restaurant industry, with ownership and franchise rights for several renowned brands, including The Pizza Company, The Coffee Club, Sizzler, Thai Express, Benihana, and others. The group also acts as a master franchise partner for Dairy Queen, Burger King, Swensen’s, and Bonchon. With its vast network of restaurants and retail outlets, Minor Food Group brings a wealth of expertise and experience to its franchise partners.
Minor Food Group offers its franchisees unparalleled support, providing end-to-end solutions that include localized supply chains, creative digital marketing programs, and expert operational support. The company’s commitment to the success of its partners is evident in its track record of delivering profitable and sustainable franchise operations.
For more information on franchising opportunities with Benihana or any of Minor Food Group’s other brands, please reach out to: minorfoodfranchise@minor.com.
Benihana’s legacy as a culinary pioneer has only grown over the years. With a renewed business model, a strong brand foundation, and the backing of a global hospitality leader, the future looks bright for Benihana as it continues to expand its presence worldwide, including Australia. For potential franchisees, this is a unique opportunity to be part of a globally recognized brand that combines rich tradition with exciting innovation. Join us, and let’s bring the Benihana experience to more guests around the world.