Description
This ppt is about the case study of benihana of tokyo group.
T. A. Pai Management Institute Operations Management 2 PGP-I, 2009-11
Benihana of Tokyo
HBR Case 9-673-057
Click to edit Master subtitle style
1/19/13
Marketing__________________ __
•
Needs:
–
Eating in exotic surroundings Developing trust for exotic food Watching food getting prepared Quick & Efficient Service
–
–
–
•
Customer Segment:
–
White collared and Professional males 21 – 40 years aged males
1/19/13
–
Catering to the Needs___________
•
Authentic Japanese setting
–
Construction material brought in from Japan Exclusively Japanese carpentry team
–
•
Visibility + Exoticism
–
Japanese chef Hibachi style of cooking at the table of chef
–
– Showmanship 1/19/13
Operational Excellence__________
•
Limited offerings
–
Greater degree of standardization Lesser wastage Reduced variability Postponement of cooking process
–
–
–
•
Cost Effectiveness
–
Reduced operating costs Possible to offer bonuses for
1/19/13
–
Servicescape_______________ ___
1/19/13
Time Taken = 45 minutes Time saved in • Service movement to and from the table • Bottlenecks for kitchen chefs handling multiple orders
The Winning Strategy___________
•
Limited Offerings
–
No frills menu reduces variability
•
Minimal Throughput Time
–
Saves time in order movements
•
Minimal Wastage & Inventory
–
Due to greater standardization
•
Maximum Space Utilization
–
78% of area is generating revenue
•
Trained Workforce
– Cultural bonding with management 1/19/13
The Difference_________________
Benchmark Labour Cost (as % of Operating Expenses) Food Cost (as % of COGS) Beverage Cost (as % of COGS) Rent (as % of Operating Expenses) Promotion (as % of Operating Expenses) 30-35 38-48 25-30 5-9 0.75-2.0 Benihana 10-12 30-35 20 5-7 8-10
Construction cost Lower Higher • Higher Pricing for the premium experience • Greater cost effectiveness through operational excellence • Not replicable without thorough process knowledge • Treating process design as a customer service philosophy vis-à-vis problem solving 1/19/13
The Downside_________________
•
Repeat visits happen widely spaced over time The great disparity between male and female customer segments show it is not a family place Marketing exoticism over food makes it a novelty/ outing.
•
•
1/19/13
The Product___________________
1/19/13
Thank You________
1/19/13
doc_151091951.pptx
This ppt is about the case study of benihana of tokyo group.
T. A. Pai Management Institute Operations Management 2 PGP-I, 2009-11
Benihana of Tokyo
HBR Case 9-673-057
Click to edit Master subtitle style
1/19/13
Marketing__________________ __
•
Needs:
–
Eating in exotic surroundings Developing trust for exotic food Watching food getting prepared Quick & Efficient Service
–
–
–
•
Customer Segment:
–
White collared and Professional males 21 – 40 years aged males
1/19/13
–
Catering to the Needs___________
•
Authentic Japanese setting
–
Construction material brought in from Japan Exclusively Japanese carpentry team
–
•
Visibility + Exoticism
–
Japanese chef Hibachi style of cooking at the table of chef
–
– Showmanship 1/19/13
Operational Excellence__________
•
Limited offerings
–
Greater degree of standardization Lesser wastage Reduced variability Postponement of cooking process
–
–
–
•
Cost Effectiveness
–
Reduced operating costs Possible to offer bonuses for
1/19/13
–
Servicescape_______________ ___
1/19/13
Time Taken = 45 minutes Time saved in • Service movement to and from the table • Bottlenecks for kitchen chefs handling multiple orders
The Winning Strategy___________
•
Limited Offerings
–
No frills menu reduces variability
•
Minimal Throughput Time
–
Saves time in order movements
•
Minimal Wastage & Inventory
–
Due to greater standardization
•
Maximum Space Utilization
–
78% of area is generating revenue
•
Trained Workforce
– Cultural bonding with management 1/19/13
The Difference_________________
Benchmark Labour Cost (as % of Operating Expenses) Food Cost (as % of COGS) Beverage Cost (as % of COGS) Rent (as % of Operating Expenses) Promotion (as % of Operating Expenses) 30-35 38-48 25-30 5-9 0.75-2.0 Benihana 10-12 30-35 20 5-7 8-10
Construction cost Lower Higher • Higher Pricing for the premium experience • Greater cost effectiveness through operational excellence • Not replicable without thorough process knowledge • Treating process design as a customer service philosophy vis-à-vis problem solving 1/19/13
The Downside_________________
•
Repeat visits happen widely spaced over time The great disparity between male and female customer segments show it is not a family place Marketing exoticism over food makes it a novelty/ outing.
•
•
1/19/13
The Product___________________
1/19/13
Thank You________
1/19/13
doc_151091951.pptx