The Birth of Benihana
After World War II, Rocky’s father, Yunosuke Aoki, found red flowers growing amidst the rubble of Tokyo. He saw them as a symbol of strength and survival and named his first restaurant Benihana, which means “Red Flower.”
When Rocky moved to the United States, he saved $10,000 from selling ice cream in Harlem and working part-time jobs, plus secured a $10,000 bank loan. In May 1964, with $20,000, he opened the first Benihana in New York City, featuring four teppanyaki tables.
Inspired by Edo-period sushi culture, where customers would interact with chefs, Rocky combined this tradition with the Japanese home cooking style, Okonomiyaki. His father suggested making the dining experience more interactive by having chefs perform for customers. This concept became the first teppanyaki restaurant in the U.S., introducing ingredients like soy sauce to the American palate.
In the first six months, the restaurant struggled to attract customers. Rocky’s mother supported him financially by covering rent and supplies while working at a nearby restaurant. After implementing his father’s advice, Rocky invited food critic Clementine Paddleford to review the restaurant. Her rave review brought in a flood of customers, often more than the restaurant’s four tables could accommodate. With growing demand, Rocky expanded Benihana across America.
To promote his brand, Rocky engaged in stunts like flying a Benihana hot air balloon and racing a Benihana motorboat, gaining widespread recognition. Today, Benihana has more than 100 restaurants worldwide, a testament to the strength and survival symbolized by its name.
