Benihana Inc. Opens 62nd Restaurant, Introducing New Sushi Theme Concept.MIAMI--(BUSINESS WIRE)--July 20, 1998--Benihana Inc., the rapidly growing restaurant chain that combines fine foods and dazzling performance by its knife-wielding tableside ta·ble·side n. The area beside or around a table, especially in a restaurant. adv. & adj. Made or prepared alongside a table: lamb that was carved tableside; a tableside recitation of the menu. chefs, has just opened its 62nd facility. The latest addition -- called Sushi Doraku by Benihana -- is one of its new sushi theme restaurants. The Miami-headquartered firm currently operates 49 restaurants, and licenses 12 others, in the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. and Latin America Latin America, the Spanish-speaking, Portuguese-speaking, and French-speaking countries (except Canada) of North America, South America, Central America, and the West Indies. . Joel A. Schwartz, president and chief executive officer of Benihana Inc., noted: "Sushi's popularity has proven to be lasting and is continuing to grow in universal appeal. We know of no other chain that is rolling out a sushi theme restaurant." The 34-year old firm, which pioneered the concept of "eatertainment" -- amusing patrons while serving them enticing meals -- is now expanding that idea with the new Sushi Doraku concept. Sushi Doraku translates as "joy of sushi" in Japanese. But it could also mean "sushi and fun." Sushi Doraku restaurants feature customer-friendly conveyor systems which serve patrons seated at a huge oval bar. Diners Diners can mean:
The first Sushi Doraku opened at the new Las Olas Riverfront riv·er·front n. The land or property along a river. in downtown Fort Lauderdale Fort Lauderdale (lô`dərdāl), residential, commercial, and resort city (1990 pop. 149,377), seat of Broward co., SE Fla., on the Atlantic coast; settled around a fort built (c.1837) in the Seminole War, inc. 1911. , Fla. A second is scheduled for Chicago and more are being considered. Another company innovation is the Benihana Grill -- a smaller version of the traditional Benihana restaurant, designed for shopping centers. The concept is being tested in three markets. The first Benihana restaurant was opened in New York City New York City: see New York, city. New York City City (pop., 2000: 8,008,278), southeastern New York, at the mouth of the Hudson River. The largest city in the U.S. in 1964 by Rocky Aoki, who earlier had been a member of the Japanese Olympic wrestling team. It was an instant success. Customers quickly took to the idea of eating at a Japanese-style communal "hibachi" table which surrounds a steel cooking grill. Japanese refer to meals prepared on a steel grill as teppanyaki cooking. At Benihana the presentation is done with a distinctive flair. Red-capped chefs come to the table to cook -- and perform. Flashing knives move at blinding speed as the actor-chef slices and dices steak, seafood and fresh vegetables. Patrons applaud as the meal cooks and the chef continues to show, chatting with customers, deftly flipping a tidbit from knife point to the diner's plate. The meal is served with humor humor, according to ancient theory, any of four bodily fluids that determined man's health and temperament. Hippocrates postulated that an imbalance among the humors (blood, phlegm, black bile, and yellow bile) resulted in pain and disease, and that good health was and a flourish. It's all great theater and customers keep coming back for more. "Eatertainment" at its best.
CONTACT: Marci Kleinsasser, Benihana Marketing &
Public Relations Director
305/593-0770
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