Agency Brief: Football and fried rice.

AdAge – September 14, 2018

By Megan Graham

Fried rice fans, set-your-calendar reminders

Benihana has declared Sept. 20 National Fried Rice Day, and to celebrate its own holiday, it plans to have chefs in New York and Chicago do 42-hour marathon cooking sessions Sept. 18-20. Benihana’s hope is if all goes well, it’ll set a new Guinness record for the longest cooking marathon. An adjudicator from Guinness will be on hand to keep an eye on things. What happens with all that rice? Benihana, along with Feeding America, plans to give it to City Harvest in New York and Cornerstone Community Outreach in Chicago. Patrons, meanwhile, can get free fried rice with an entree purchase on the 20th. The restaurant is working with Cramer-Krasselt on the promotion.