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When Benihana placed its design order, the Asian restaurant chain wasn't shy. Along with reinvigorating the brand, the design was to increase profitability and reduce build costs. WD Partners was selected for its dual design and operations expertise in the foodservice industry.

Staff experts at WD Partners help restaurants increase capacity, speed of service, check size, etc., by analyzing kitchen, serving, and billing processes. The design firm's biggest operational solution for Benihana is the ability for guests to enjoy teppanyaki anywhere in the restaurant, rather than just at a table that might force them to sit with strangers. Sushi and teppan orders are now served in all areas, including the bar. The change is designed to make customers visit more frequently, and already-rising sales figures suggest that it worked.

Build costs for new restaurants were reduced with the creation of consistent look involving a contemporary interpretation of traditional Japanese architecture. Adaptable modules allow for individual local flavor without losing the brand look. The more compact design also cut building size by about 1,300 sq. ft. for additional build-cost savings. The previous design cost $4 million per store, whereas stores built from the ground up using the new prototype average $3.2 million to $3.4 million.

The new layout separates the restaurant into three areas. Two dining rooms whose Energy and Spirit themes are communicated through separate color palettes, décor with organic materials, and graphics, flank a circular sushi bar.

In the dining rooms, darkened ceilings and floors, theatrical lighting, and bold reds showcase the drama of Teppanyaki chefs' performance, heightened by a backdrop behind each teppan table, which also provides privacy between tables.

Memorable brand-communicating focals include a curved stone wall with the Benihana ("red flower") motif separating the sushi bar from the waiting area, traditional Japanese kanji characters, and a 5-ft.-diameter Japanese pictograph haiku hanging from the bar ceiling.

Sales have exceeded expectations at the Miramar store, the first to be built with the new prototype. Said Joel A. Schwartz, president and CEO of Benihana, “The revitalization program continues to outpace our expectations, adding to our confidence in the renovation strategy.” Sales at a renovated restaurant in Short Hills, N.J., are up 30% compared to the prior year and have occasionally spiked up to 50%, the company reported.