孤高のグルメ☆
Located in Minami-Aoyama with its main store and a branch in Ginza, this shop offers caramel sweets for adults. The concept of "GENDY = Gentleman x Dandy" targets those who enjoy cigars and whiskey. When I first encountered it in 2016, I initially thought, "Whose hobby is this for the wealthy?" However, I later found out that it is a concept shop of the Sus Group, a listed company that produces various sweets, including the famous Hokkaido cheesecake brand LeTAO. I receive these sweets regularly from someone, and considering the sales volume, it seems unlikely that they are profitable. The current second-generation owner, Mr. Kawai, seems to have a passion for "the wealthy's hobbies," as I suspected (laughs). The image shows The Premium Bitter Caramel Bar, priced at 6,480 yen for 12 pieces, with a proper packaging. It roughly translates to 500 yen per piece. It is ideal for caramel lovers who do not enjoy overly sweet treats, appealing to adult men and women. The flavor complements wine and whiskey without overpowering them, creating a harmonious overall taste. The caramel does not stick to the teeth, making it suitable for those who have difficulty eating caramel due to weak teeth or throat muscles. The shop seems to be branding itself in various ways, but starting with such a serious tone may not be profitable in the long run considering the price range and image. Perhaps the current chairman or president started the shop because they liked it. It seems that they may not be fond of sake, as there are not many sweets that pair well with sake. The pound cake at the Ginza store seems to be intended for brandy, right? So, what about sweets that pair well with premium wines? Since there are strong competitors in the brandy cake/chocolate cake market (especially in Shinjuku Gyoen), it might be time for a slight change in strategy. Placing the sweets in subscription services at high-end bars or hotels, or gradually shifting the focus to "Caramel Lover's Adult Sweets" might be more effective. There are many delicious cakes available for 700-900 yen each in the city, so customers would likely prefer to receive more value for their money. Since it is always women who purchase sweets, it is essential to please them and encourage them to buy. Note that the shop does not offer mail-order sales. The sweets would make a great gift for wine clubs or affluent individuals. Adding a note like "I thought this would suit someone like Mr./Ms. X, a dandy gentleman" and dividing them into smaller portions could also be a great idea for Valentine's Day gifts to superiors, for example (laughs). The Ginza store sells pound cakes for 8,000 yen each. It should also appeal to unmarried men in their late 30s to early 40s who are obsessed with British suits and whiskey. The alcohol chocolates at Ebisu's "John Canaya" might also be a good match. Ingredients: Sugar, wheat flour, butter, cream, dairy products, almonds, eggs, corn syrup, hazelnut products, salt, cinnamon powder, (contains soy in some ingredients).

