It may seem strange that Bosch, better known for automotive systems and technology, has gotten into the food business. One can imagine the reaction of the management when presented with the idea to open a café in Japan: “What do we know about the food business? We are a technology company!” But it would appear that the proposal had a good business case and approval was given to open its first cafe at the Bosch Japan headquarters in Tokyo last week.
Bearing the name ‘café 1886 at Bosch’ – which refers to the year the company was founded in Germany – it will target the general public of the dense district in Shibuya. The new facility combines a comfortable traditional gastronomy area with an adjacent modern showroom to experience Bosch’s latest technology, products, and services – presenting the company’s history, present and future, all coming together under its slogan: ‘Invented for life‘.
“This is the first time for the Bosch Group worldwide to create and operate a commercial cafe as a brand communication tool,” said Udo Wolz, President & Representative Director of Bosch in Japan. “I am delighted that we have been able to take this unique initiative for strengthening our brand here in Japan. Through the introduction of the cafe, the corporate showroom, and the app, the company hopes that it will become a great opportunity for people in Japan to find Bosch more interesting, more enjoyable, and closer to them than before. The new facility with full of the company’s spirit is now ready to open its doors to everyone.
Quality, innovation, tradition and fascination are the trademarks of Bosch’s products and solutions, and the design and atmosphere of the cafe reflects these attributes. To ensure this, Bosch has collaborated with leading creators of their respective fields to create a warm and comfortable space for visitors. Of note is the cafe logo, designed by ‘INSENSE’, which is reminiscent of signs found in towns in Germany.
‘café 1886 at Bosch’ has paid a lot of attention to the quality of its coffee and food to ensure that people can enjoy their visit in comfort. ‘TORIBA COFFEE’, a specialist store that roasts the highest quality coffee beans on site and sells them, will roast an original blend for the cafe. The cafe will also offer individually hand-dripped original blend coffee, as well as a range of other drink selections.
The food menu will also delight visitors with gourmet sandwiches created by chef Toru Wachi of the popular French restaurant Mardi Gras in Ginza. In addition to gourmet sandwiches, the menu will include a line-up of delightful meals which are inspired by classic German snacks and desserts from the Bosch headquarters home town Stuttgart.
Next to the comfortable seating area introducing Bosch’s unique history, visitors will be able to experience the Bosch brand by encountering the company’s latest technology, products and services which help to improve quality of live. During the opening phase of the showroom, Bosch will exhibit its power tools, auto parts, accessories and household appliances in the adjacent showroom.
The company also plans to organize workshops on a regular basis, where it will offer a wide range of customer opportunities to try its products and solutions. Bosch operates a diverse range of business sectors, namely Mobility Solutions, Industrial Technology, Consumer Goods as well as Energy and Building Technology in nearly 60 countries around the world.
To provide guests with a fascinating experience, the Bosch innovations on display in the cafe and showroom are enabled with beacons that interact with content in the new Bosch Next mobile app. Launching in parallel with the opening of the cafe, the app also includes details about the experience including location, opening hours, menu and other convenient information.
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