Benihana Inc. (Miami), the Japanese themed restaurant chain, has begun the rollout of a multi-million-dollar, company- wide “extreme makeover” with the conversion of a restaurant in Short Hills, N.J.
The first new-look Benihana built from the ground up will debut in May, in Miramar, Fla.
The “next Benihana” was designed by WD Partners (Columbus, Ohio), an architectural firm that specializes in restaurant design. The renovations to each existing restaurant will cost from $500,000 to $2 million.
“The concept behind the new design is to put the customer at the center of the Benihana experience by appealing to all of the senses: taste, sight, sound, aromas, material and even energy level,” said Benihana ceo Joel Schwartz. “We were after the 'wow factor' that the first Benihana brought to America, and we are confident we achieved that.”
The company said the new design evokes a creative atmosphere for both families and couples. “As soon as you walk through the entrance you walk into the modernization of the Benihana brand,” says Schwartz. “The 'next Benihana' brings the company to its original roots of 'chikara,' or power and energy.” The new look includes a new exterior, in which guests pass by glass window frames as food is prepared; a new, oversized waiting area entrance, providing a staged overview of the restaurant; a stoned curved wall anchored by the Benihana family crest, serving as a backdrop for the hostess; a banded window that gives guests a glimpse as to what is happening in the bar behind the wall; bold red murals in the lounge; new ambient lighting in the dining area, a translucent backdrop where the chefs prepare the food and a backdrop behind each table.