In Business for 400 Years…

While in Japan, I found myself traveling through the region of Hakone. Hakone is a beautiful but very touristy town (the touristy part I’m very much so not a fan of) but remains extremely accessible from Tokyo & has some of the most magnificent views of Mt. Fuji. For these reasons, plus the amazing set of Onsen hotels, I have often found myself there.

While planning the pirate ship boat ride on the lake there (I did mention this was a touristy place), I came across a recommendation of an Amazake tea shop that has been around for nearly 400 years. I became intrigued and convinced my family to come along with me to the ancient spot. After a loopy busy ride through a small road in the mountains, we came across, Hakone Amazake Chaya. The large thatched roof was an immediate sign of its authenticity. Once we opened the door, we were pleased to find the brisk air inside, heated only by a few kerosine heaters and an Iori fireplace.

We were immediately greeted by someone and sat down. Looking to order was simple as there were only 5 things on the menu. This is an amazing feat considering how much the world has changed over the last 400 years but the menu seems to remain very much the same as it was when started. Simple and since the menu was mainly drinks & small appetizers, only high margin items.

The drinks and food came out quickly and were satisfying. While I’m not much for Amazake (and can’t really think of anyone that really craves the stuff on a daily basis), I surmised that the quality was good however I doubt that the quality was the best. What did surprise us was the amount of conversation the staff was having with their customers and how quickly we felt welcomed and relaxed in the ancient environment. Slowly the cool air warmed and we took our time to order another round snacks before we headed out.

The owners thanked us (I believe the 12th generation of family owners) and I began to wonder what made this business stand the test of time where the mightiest of corporations could not.

1 — They remained focus on what they were good at. They are the best amazake tea house in Hakone. That’s it.

2 — Customer service

3 — Brand. People kept on coming to this place and they made it was must see for the area

4 — High Margins. Customer Service, Product Quality, and Brand cost money. With a simple menu of high margin items, they can pay for it.

I can’t wait to go back.

Chris Herbert is a serial entrepreneur and avid surfer. He is currently CEO of Shine Bathroom