In this paper, an industrial ethylbenzene production unit has been simulated and the results are compared against five-day experimental data. According to prevailing unit condition, i.e. recycled ratio of benzene, benzene selectivity, and energy consumption, the unit is not working under its optimum conditions for minimum cost of ethylbenzene production. In the current design, high amount of benzene recycle (6:1) causes to have an additional cost due to fractionation of ethylbenzene from benzene. A new approach is proposed to modify the benzene alkylation process and reduce the unit's energy consumption. In the newly designed scheme, two double-bed alkylation reactors converted into four single-bed reactors. The amount of injected ethylene, alkylation reactors temperature, and recycled stream are regulated as adjustable parameters for the optimization of the process. In the modified process, the reflux ratio reduced to 1.87 and the benzene selectivity increased. The optimized process shows a considerable decrease in the unit's energy consumption in compare to the current process. Also, the mass fraction of ethylbenzene would reach to 99.12% of purity before entering to the transalkylation reactor for further purification. Therefore, if the presented purity is acceptable for the final application, the transalkylation reactor could be eliminated from the new design. (C) 2010 Elsevier B.V. All rights reserved.