Benihana needed a better handle on how their guests were engaging with the brand, and where they were quietly slipping away. The challenge was turning a sprawling audience and years of activity into something clear and human: a guest experience that understood why people come, what brings them back, and what moments actually matter.

So we built journeys that treated those moments like creative opportunities, not just touchpoints. Birthday celebrations became a branded experience, not a generic coupon. Lapsed guests got messages tailored to their dining habits and motivations, not a one-size-fits-all plea. Segmentation turned into storytelling, using RFM insights to shape tone, timing, and content so communication felt intuitive instead of intrusive. The creative shift paid off: sustained growth in redemptions, rediscovered audiences ready to engage, and a dramatic lift in revenue from guests who felt seen instead of marketed to.