Benihana SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1691
Advertisements

SWOT Analysis of Benihana with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Benihana Inc

Parent Company

Benihana Inc

Category

Restaurants

Sector

Food and Beverages

Tagline/ Slogan

At Benihana, it's not just a meal, it's an experience

USP

Japanese Steakhouse  - theme and sushi dining

STP

Segment

People looking for fine dining , authentic and traditional Japanese food

Target Group

Upper middle class and business professionals

Positioning

Japanese theme and sushi dining

SWOT Analysis

Strengths

1. Strong brand name –charge a premium for products

2. hibachi tables with well-trained chefs cooking in front of customers

3. Limited menu, which resulted in reduction of food storage and wastage costs
4. Market Leader in Japanese theme and sushi dining with approx 100 restaurants in over 20+ countries

5. Over 5000 people are employed with the brand worldwide

Weaknesses

1. The company’s small-cap status means it's growing from a much smaller installed base
2. Franchise model limits the level of authenticity, hence not 100% authentic in its food and connoisseurs of Japanese

Opportunities

1. Lower priced food could be sold at side tables to service people not interested in the show / pressed for time
2. Extend menu offerings

3. Global expansion in emerging economies as well as more advertigin to boost brand recall

Threats

1. Franchise model poses limitations of consistency of experience
2. Niche target market – sushi lovers means limited market

3. Unorganised market as well as growth of competitors

Competition

Competitors

1. P.F. Chang's China Bistro, Inc.
2. The Melting Pot Restaurants, Inc.
3. McCormick & Schmick's Seafood Restaurants, Inc.



Advertisements



Looking for More Brands? Search BrandGuide

Edit the Brand or Add a New One : Contribute to BrandGuide

The brandnames and other brand information used in the brandguide section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.
Utmost Care has been taken in the analysis of the brands. However, if you find any ambiguity kindly help us improve.