Benihana Restaurants

If there’s one thing you’ll find at the heart of all Benihana restaurants, it’s a devotion to bringing the highest-quality food and the best service to every guest. It’s a tradition of quality that continues in all of our restaurants.

Social convention and human nature lead us into a trap of conformity where all brands seem similar. And it works to some degree, because there’s comfort in conformity. But in the long run, conformity is the kiss of death for a brand.

Successfully marketing a brand isn’t just about having a superior product, it's about disrupting the conventions of your industry. It’s about introducing your brand in a highly differentiating way that establishes it as the preferred choice and positions it in such a way that no other company can copy it.