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Kushizawa Co.,Ltd. Shop Second Life Which Extended Beyond the Country Border |
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15-hour journey by air from Narita, Japan will bring you to Nashville, the capital of the State of Tennessee, U.S.A. and also a famous city for country music songs. Another 40 minutes from the airport will bring you to Alpha Bakery which faces the main highway and which is popular for its hand made bread and cakes. The owner of the bakery Mr. Chen, 51 years of age and born in China. Graduated from Law Department of Waseda University, he was a popular journalist frequently appeared on TV and was a popular writer as well. Mr. Chen has called a halt to his successful journalist life in Japan and ventured out into his second life as an inexperienced baker in U.S.A. In order to establish Alpha Bakery in U.S.A., many people in the bakery industry have cooperated and supported him in Japan. Mr. Shigeru Aoki, President of Yokohama Honmoku-Kan, Mr. Mitsuhiro Sawahata, President of Kusizawa Co., Ltd., to name a few. Mr. Chen and his wife have acquired knowledge and developed their skills in making bread in a short time. After the opening of the bakery, few of the bakers from Japan took turns and assisted them until Alpha Bakery was finally on its own. They have been following the production and management method which the Japanese instructors have guided them in the opening days until now. There are 7 production staffs and 2 sales staffs on weekdays. Weekends will have a few more assistants. The owner is mainly in charge of フィユタージュ系 bread, his wife is looking after sandwiches. The daughter is helping the bakery when the school is on holidays. When you are in Alpha Bakery looking at their products, you will forget that you are in U.S.A. Their products includes red bean bun, melon bun, curry bun, household bun, cream cornet, roll cake, apple pie, etc. You can have your supply of red beans and curry in Japan, just by calling a supplier. But in U.S.A., it is difficult to obtain the materials for red bean and curry. The owner, Mr. Chen was particular about preparing the ingredients all by himself. No wonder, the taste is good and the bakery is popular. On week-ends, the bakery is frequented by many Japanese customers. I had a chance to talk to some of the customers. All the customers drive to the bakery. Average traveling time is between10 and 30 minutes. It is surprising to know, but some customers even traveled for more than 2 hours. They have come to know the bakery mostly through their friends living around the bakery (radius of 20km) rather than advertisement or the publications. Most of the Japanese customers say the taste of the bread at Mr. Chen's bakery is same as Japan. The customers say they come back to Alpha Bakery because of its cleanliness and top class customer service. They are, also, a fan of Mr. Chen who impresses many customers by his pleasant personality. When I see Mr. Chen attending to his customers, I felt he was very polite and well accepted by the customers. Mr. Chen is putting emphasis on the human relations more than us Japanese. His warm hearted customer relations is bringing in more customers. |
    
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Mr. Chen is also well trusted by his staff. Production staff enjoyed working for him in the light-hearted environment created, often joking with each other in English, Japanese, Chinese and Spanish while working. When the topics discussed touched on issues concerning U.S.A., Mr. Chen always has something to say. Being a foreigner working and living there is not easy. You have to make sure that you obey all laws strictly, otherwise you may be forced to close down your shop. Mr. Chen says that it is not an exaggeration to say that he was under great psychological pressure operating the bakery. The other thing which bothered Mr. Chen was the poor skill of bakery workers. He has been betrayed by and was disappointed many times by the workers in the past. Now, there is only one Chinese staff who he can trust and can depend on. Both his and his wife's holidays are reduced to minimum owing to this reason. He has been requested by his friends to open new bakery, but declining due to this reason. I, the writer of this report myself, have went around bakery in Nashville with Mr. Chen. To tell you the truth, I was quite surprised by their low quality but high price of the bread. When I went to a leading bakery in Nashville, the staff there came to him for greeting. They say Alpha Bakery is popular bakery in town and many staff are looking forward to join his bakery. Since the opening of Alpha Bakery, the quality of bakeries in Nashville have improved. Slowly but steadily, quality and taste of bread have improved in the city. Effect and impact of Alpha Bakery which came all the way from Japan is far greater than I could imagine. If the time permits, I would love to stay longer in Nashville and see more of his second life. (Report written by Tsuyoshi Eitoku, Holiday Inn Yokohama) |