MIAMI Benihana officials said last week that it was too early to gauge results of the Japanese chain’s new value-oriented promotion, but noted that the campaign would continue until Aug. 31.
The multimedia marketing effort stresses value by spotlighting a hibachi-chicken meal for $18, Benihana Inc. chairman and chief executive Joel A. Schwartz explained to investors last week. The meal includes the chicken, rice and an ice cream dessert, he said.
“We are limiting our promotion to one entree item now, which we do not believe should detract from [the] image we look to convey to our guests,” Schwartz said during the multiconcept company’s quarterly conference call with investors. In addition to its namesake brand, Benihana Inc. is the parent of the Haru and RA Sushi Japanese chains.
The value campaign is being supported with radio commercials in 11 markets, outdoor banners in seven cities, print ads and e-mail blasts, Schwartz said. It began May 19 at most stores, he said.
Aparticipant in the conference call asked Benihana Inc. president and chief operating officer Juan C. Garcia if the promotion had been a success.
“We only have two weeks of data so far and not all the advertising, I think, got ramped up at the beginning of the two weeks, so it’s really too early to comment,” Garcia said.
In disclosing financial results for the fourth quarter ended March 30, the company noted that same-store sales had slipped 0.6 percent year-over-year at its flagship brand.
