About the Brand

Benihana is a steakhouse franchise with presence in multiple countries, its main differential are the shows performed in their teppanyaki tables that gives a mystique of celebration to everyone who experiences the taste of their food when visiting them. For a little over a year I have had the opportunity to support them in restaurants in El Salvador and Panama with all kinds of communication material for their clients and advertising campaigns both print and digital.

Issue

The communication previously handled by the brand had lacked consistency and identity with the global franchise, it was necessary to standardize a graphic proposal that was faithful to the brand and at the same time enjoyed a high degree of interaction through social networks as the main means of advertising to publicize their promotions to achieve a high rate of reservations. This problem was also present in their printed material, menus, brochures, flyers, banners and billboards were graphically distant from each other.

Solution

A mother template was developed to allow legibility, elegance and clarity in each publication, respecting the chromatic palette, typography and hierarchies of elements that could reflect the visual essence of the rest of the franchises at a global level; this was also implemented in their printed material as you can see in the carousels. Part of this project was also the continuous support in the publication and programming of paid campaigns on Facebook and Instagram focused on various market segments, the goal was to obtain as many potential customers through “Lead Ads” and messages to the page at the lowest possible acquisition cost so that later the restaurant team would follow up to complete the reservation of teppanyaki tables.