May 1, 2017 | By Oliver Herzfeld It all started with an unauthorized hamburger. Well, actually, it all started in 1964 when Hiroaki “Rocky” Aoki opened a chain of iconic Benihana restaurants. The restaurants feature teppanyaki cooking, a dinner entertainment style of cuisine where chefs theatrically prepare meals at an iron griddle located tableside. Sometime after Aoki’s death in 2008, his family sold Benihana Inc. (BI) to an investment firm.
By Oliver Herzfeld - A well-functioning corporate licensing program can help a brand to expand into new categories and territories, adapting to new trends and a changing marketplace. However, setting up such a program takes hard work and ongoing care.