By Gary Symons
TLL Editor in Chief
Benihana and licensing agency Surge Brands have just released the first licensed product since the agency signed on with brand owner The One Group.
The debut licensed product, Benihana Teriyaki Chicken Crisps from Flock Foods, brings the restaurant’s signature flavors into a high-protein, keto-friendly snack. Available at flockfoods.com, the crisps allow consumers to enjoy a taste of Benihana at home or on the go.
“As we look to the future, further expanding our brands beyond our restaurant doors is a natural evolution,” said Emanuel “Manny” Hilario, President and CEO of The ONE Group. “Through this partnership with Surge Brands, we will bring the unique experience of our brands to fans worldwide in new and exciting ways, further cementing our place as a cultural and culinary icon.”
The launch is part of the first wave of licensed products that will extend the iconic Benihana brand beyond its teppanyaki tables and into retail and consumer kitchens. The move follows Surge’s appointment as the exclusive licensing agent for The ONE Group’s portfolio, which includes Benihana, STK, and other hospitality brands.
Additional licensing collaborations include Continuum, which will develop a line of Benihana-branded cookware and kitchen accessories such as steak knives, cutting boards, and woks, and Pelmen, which will produce frozen dumplings and the brand’s signature sauces.
Ari Freedman, Vice President of Licensing at Surge Brands, emphasized the opportunity to translate Benihana’s celebrated dining experience into products for everyday enjoyment.
“Benihana is an iconic brand that evokes passion, nostalgia, and excitement for millions of guests around the world,” Freedman said. “With the launch of the Benihana Chicken Crisps and the addition of Continuum and Pelmen, we are proud to translate Benihana’s legendary experience into a dynamic range of products that consumers can enjoy every day.”
The licensing initiative is part of a broader strategy to bring The ONE Group’s flagship brands—including Benihana, STK, Kona Grill, Samurai, Salt Water Social, RA Sushi, and Benihana Express—into consumer homes through gourmet foods, cookware, kitchen accessories, collectibles, apparel, and other lifestyle products.
With over 80 locations across North and South America and a reputation for theatrical dining and “vibe” experiences, Benihana has long been recognized as a cultural icon in hospitality. For anyone who’s been to Benihana, it’s not so much dinner and a show, because dinner is the show! By leveraging licensing programs, Freedman says the brand is now positioned to extend its culinary and entertainment ethos into retail spaces and grocery aisles globally.
Surge Brands, headquartered in New York, focuses on leveraging IP in corporate, luxury, and food sectors, building franchises through multi-platform licensing programs and strategic brand partnerships.
This expansion reflects a growing trend in hospitality licensing which TLL has covered extensively since the end of the COVID-19 pandemic, where successful restaurant brands capitalize on consumer loyalty and brand equity to enter retail and lifestyle markets, offering fans the opportunity to experience iconic flavors and experiences at home.
Surge Brands: Why Licensing Is The Secret Sauce for Restaurant Brands