In 2009, newly named CEO Richard Stockinger implemented the Benihana Renewal Program in an attempt to reinvigorate the brand and reestablish Benihana as a preeminent restaurant chain.
One of the main tools to increase visitor count and sales was the creation of “The Chef’s Table” Loyalty Program. I worked closely with the CEO, the VP of Marketing and the Director of Marketing to define the initiatives and implement strategies of the program. The goals were to establish an online database of brand lovers to keep in contact through a bi-monthly The Chef’s Table newsletter, as well as promotional messaging and special offers.
I designed the logo and all branding and design aspects of the program, including print, in-store and online promotion and The Chef’s Table newsletter.
The Chef’s Table reached two million active susbcribers in less than two years, and was instrumental in helping Benihana rank #1 in restaurant industry sales for 2010 through 2012 (Knapp Track).