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.“We are limiting our promotion to one ...
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Contact: Desiree Torres Desiree.Torres@penton.com