Rocky Aoki, 67, who moved to the United States from Japan in 1960, said this concept of entertaining patrons while cooking good food is continuing to provide success for the international company.
When Aoki, a former member of the Japanese Olympic wrestling team, immigrated to America, he worked as an ice cream vendor during the day and studied restaurant management at night. Saving about $10,000 and then securing a loan, Aoki opened the first Benihana restaurant in 1964.
On Wednesday, before the new restaurant's grand opening, Rocky Aoki sat down for an interview.
Q. What is your business philosophy?
A. I have no business philosophy, except to work hard and to work smart — that's my motto. When I was racing (boats), my motto was different. I used to say: If you're afraid of dying, you are afraid of living. But now it's to work hard and work smart. Creative advertising is part of working smart. Hiring good people — that's part of working smart. You can't grow by yourself. You have to grow with the people and capture the audience, the people. But without good food, it doesn't matter how nice an atmosphere you give them, or how nice your advertising is.
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Q. Benihana was founded in 1964. Forty-two years later, how does the restaurant stay fresh and innovative?
A. We stick to a Japanese concept of "as-you-like cooking." We offer customers what they want. And today, people want more variety. Americans are always changing eating habits and want more healthy eating options. We'll offer that, but we will stick with showmanship and continue to offer our sake reserve.
Q. Have you taken a risk that didn't turn out the way you thought it would, or perhaps could be labeled as a mistake?
A. In my life I've made a lot of mistakes. But I overcome and change the mistake. But some can be very costly.
When we went into the frozen-food business, we sold 24 items to supermarkets. It was close to $100 million a year in sales. But the frozen-food market is a billion-dollar industry, and we cannot make it with just $100 million.
And when we tried to open the Benihana Hotel and Casino in Atlantic City, we spent $35 million from Benihana. Even with money from other investors, we couldn't raise the $300 million to open the casino. People make mistakes, but we overcome.
Q. A number of national chain restaurants have opened in Tucson within the last few years, but some Tucsonans would rather support locally owned restaurants. How would you address those who would criticize the opening of Benihana?
A. If I bring something right, I don't think anybody will criticize us. That's the good thing about the United States. In other countries, the government, the city will go after me. But if I bring something right, people will go for it. If they like it, they will support me.
Q. What would say is your greatest achievement?
A. Creating something new and different. A lot of people bring new ideas to the United States. I brought something that captured American tastes. Now American people love Japanese food.
Q. What is you're favorite dish? Any recommendations for Tucsonans?
A. I created all the dishes, and everything is my favorite. But when I go out to eat at other restaurants, I go to Italian restaurants. I love spaghetti. But if they eat here, it has to be anything with steak.
Q: What's the next step for Benihana Inc.?
A. I have been running restaurants but am also an adventurist. I've raced power boats, flown balloons and am a former wrestler. And with other ventures, including the Benihana Casino and Hotel, I think we're going to stick with restaurants. The dream is to bring more culinary ideas from Japan to the United States. We'll stick with the food business.
Historic bank vault now new Tucson speakeasy
