Bread, Espresso& is doing extremely well, with many of its cafes attracting long queues, and it is also attracting attention from overseas customers. We have even received inquiries from France, the home of bread, and the first cafe in the US will soon be opening. Our cafe has blended in well with customers, franchise owners and the local community, and while maintaining its own individuality and local characteristics, it has also been very well received by the local people from the perspective of regional development. We had been conducting marketing research on other existing crepe shops in relation to “Crepe&”. In order to make use of the know-how we had cultivated through our “Bread, Espresso &” cafes, our developers surveyed and found that there were not many crepe shops with delicious dough. Also, while other brands are mainly take-out, our cafes are mainly for eating in. This is because we wanted customers to be able to enjoy the space more by taking their time to savor the crepes, and this is how our current business model was born.

With so much competition, and the high cost of differentiating yourself visually, we have been working on this collaboration between the main influencers and Bread & Espresso for several years, and we place a great deal of importance on SNS. We have created a system that allows us to synchronize “overwhelming communication power X trend-setting product development”. The overall producer is Mr. Wolf, a buzz gourmet creator with over 3 million SNS followers, who is completely supervising the project.
He has worked in the marketing department of SHIBUYA109, where he was in charge of social networking services, and has used his expertise in creating social networking accounts for media outlets that report on hit products and trends to create not only personal gourmet accounts, but also numerous hit products such as “oreno zaiakukan”, which was selected as Japan’s best bread at a bread festival and also made it into the top 30 best-selling products in Nikkei Trendy. So far, he has created a movement by featuring numerous hit products and hidden gems, such as Maritotto, 10-yen bread, thick-cut bongo-style rice balls, and innovative omelet rice, and in September 2023, his book on Instagram marketing, published by Gakken, reached number one in the pre-order rankings in the Amazon marketing category.
The person in charge of crepe dough development is Haruhisa Kinoshita, general manager of Bread & Espresso, a wheat professional and president of Crepeto Co. Ltd. After working as a chef at Bread, Espresso & Shonan, now he is supervising the bakery department and launching new cafes as well as developing new businesses and collaborative products, including Crepe, Espresso & as the head of Kanto area. We use social networking not only to communicate, but also to conduct marketing research, to identify trends on a daily basis, to reflect them in store operations, and to collaborate with group influencers across the country. This cycle is our important part to create thriving cafes.