#Japan #Tokyo #Japanese Cuisine #DEAN & DELUCA #Merchants

Unveiling the Merchant Role at DEAN & DELUCA

DEAN & DELUCA, under the guidance of CEO Masaki Yokokawa and located in Tokyo's Minato district, has unveiled an official website dedicated to the 'Merchants,' who serve as vital connectors between the producers and customers, sharing stories and values behind the food culture. This initiative aims to spotlight the essential role of these Merchants, who go beyond simply selling products to embody the spirit and thoughtfulness of food production.

The new website provides insights into the daily lives, perspectives, and experiences of the Merchants operating in markets and café locations across the country. It narrates how they deliver the rich stories behind food products and the unique values these items convey to the customers. The term 'Merchant' in this context does not only refer to a typical salesperson; it describes an ambassador of food culture who understands the intricacies of the ingredients and shares them with the community.

The Merchant's Role in Culinary Experience

At DEAN & DELUCA, the Merchants are not only tasked with selling but also engaging customers through the storytelling of food backgrounds, enhancing the overall purchasing experience by providing an educational yet enjoyable atmosphere. Projects like 'MEET LOCAL,' which involves visiting producers and highlighting unique regional ingredients, and the 'TASTE' event, featuring seasonal foods and collaborations with local producers, exemplify the depth of their involvement in the culinary landscape. These experiences allow customers to enjoy food while connecting with the regions and communities from which these products originate.

The website features engaging interview videos showcasing five Merchants with diverse backgrounds, illuminating their individual values and interpretations of their roles. Additionally, it serves to connect the online store with specially curated product recommendations inspired by each Merchant's insights and selections, emphasizing their personal connection to the items being sold.

Furthermore, the heart-shaped symbol representing the Merchants was inspired by artist Sayiro Yuki's artwork, created to commemorate DEAN & DELUCA’s 20th anniversary in Japan. Yuki expressed that this symbol signifies the unique and personal connections among individuals, serving as a visual representation of the shared philosophy of connecting food with culture.

Advancing the Merchant Profession

Starting this year, DEAN & DELUCA has introduced a specialized HR system aimed at further enhancing the value delivered by the Merchant role. This new hiring path evaluates customer interaction, knowledge, and experience independently from the traditional management roles within the company, allowing for distinct career advancements. Merchants will engage in producer visits and training, which will help them develop critical understanding and communication skills. These attributes are to be recognized through a recommendation and certification process, fostering the expertise of Merchants as custodians of food culture throughout the organization.

The mantra that ‘There Is Always Room to Learn’ resonates through the company, as Merchants undergo annual training, including on-site visits to deepen their understanding of ingredients and artisanship. By actively participating in these hands-on experiences, they enhance their ability to propose more meaningful suggestions to customers.

In addition, DEAN & DELUCA has established an internal qualification system to facilitate continuous learning, with strict tests that culminate in the designation of Food Master—a prestigious title that requires comprehensive knowledge across various product categories including bakery and wine, alongside a foundational understanding of food pairing.

A Commitment to Food Culture

With DEAN & DELUCA's commitment to uniting producers with customers, they passionately strive to enrich the cultural landscape of food. As the brand approaches its 50th anniversary in 2027, it aims to strengthen its role as a 'cultural custodian' in Japan, supporting both artisans and the culinary heritage they represent. The dedicated Merchants embody this philosophy wholeheartedly, as they aspire to share the beauty and significance of food with a growing audience. Their efforts underscore a profound dedication to not just serve food, but to narrate the stories and values embedded within every meal.

As DEAN & DELUCA continues to evolve, the Merchants will remain at the forefront of connecting the essence of food with the joy of dining, ensuring that the richness of culinary experiences is not only preserved but celebrated.