Benihana to keep value in the spotlight

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.


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