Mr. Schwartz: Benihana has, I'm proud to say, been in business for over 38 years, this is notable, especially in our industry where the life of a restaurant might average 10 or so years. Moreover, we continue to grow. Our company is part of the casual dining sector of the restaurant industry, a segment that has enjoyed increased popularity and growth in recent years. What differentiates Benihana from the others in this field is that we're not a Johnny-come-lately. As I said , we've been around for almost four decades and continue to enjoy success, a very good growth rate and increased popularity. Our name, the Benihana brand if you will, is probably one of the best known in the nation.
TWST: Over the years, what were the key elements in the company
that contributed to its success?
Mr. Schwartz: One key element is something that we inculcate in
all of our employees from the day they're first employed at
Benihana. It is: know who our customer is, know what they want,
know what they like. We emphasize service and friendliness. And
we emphasize quality, tastefully prepared Asian food that has
kept generation after generation coming back to Benihana. We have
grandparents telling us what a wonderful thing it is to now bring
their grandchildren to Benihana. Mothers and fathers often write
us to say, 'My parents took me here, and now we are celebrating
our own kids' birthday or graduation at Benihana.' The major
element is to know what the customer likes, and then to keep our
restaurants thoroughly up to date and to make them inviting,
which is a major ongoing priority at Benihana.
Tickers included in this excerpt: BNHN
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