All the Grill Is a Stage

Check out this fun new commercial from Benihana. According to the company, "This spot is the first execution in a campaign that presents Benihana’s grill as the stage. In the spot, Benihana’s famous tiki mugs take on a giant ramp made of vegetables."
 
At first glance, it’s like, what does this have to do with Benihana? But break it down to its elements: tiki drinks, piles of fresh vegetables and shrimp, showbiz. That’s what Benihana is all about. And Benihana has been upgrading the food and experience, so it makes sense that it’s also trying to attract a younger, hipper audience. 

I like the commercial and think it works. What do you think? Reply in the comment box below.

If you have a restaurant-chain commercial or other video you’d like to see in this space, send an e-mail to chainleader@reedbusiness.com.