Cold-pressed juice cleansing cafe
This is a conversation between Imaizumi from Cleansing Cafe, a pioneer of cold-pressed juice, and Takada from Fusubon.
(Takada) Hello! Today, we had the honor of welcoming President Imaizumi of CLEANSING CAFE Daikanyama, located near our Fusubon Daikanyama main store. Thank you, Mr. Imaizumi, for your delicious cold-pressed juices. Thank you for taking the time to see us today despite your busy schedule.
(Imaizumi) Thank you very much as always!
(Takada) Please tell us again about the background to the opening.
How the Cleansing Cafe was launched
(Imaizumi) There are two reasons. First, I originally ran an esthetic salon in a room in an apartment in Daikanyama more than 10 years ago, and there were no juice stores at the time. People are made of food, so I was thinking about "What should you eat after an esthetic treatment?"
During that time, I had the opportunity to go to New York and it was a part of my lifestyle, so I thought it would be nice if there were more of that in Japan, so I thought, "Well, I'll do it myself." Another reason was that I wanted to help others .
I've been working since my early 20s, and I think that in today's world, it's convenient to work as a "part-timer," and it's cool, unlike back then. However, I also feel that there are very few young people who work hard. I also want to create rewarding jobs and workplaces and support them in living a wonderful life .
(Takada) By yourself?
(Imaizumi) I run the shop with my sister. We are from Daikanyama and this is our hometown, so we have always wanted to work closely with the local community and do things that are good for the body.
(Takada) When you opened your shop in 2015, cold-pressed juice was not yet a mainstream business. What made you decide to start a shop like that?
What made you start making cold-pressed juice?
(Imaizumi) Yes, it wasn't that popular at the time. The media started to take notice around the same time we started, so maybe it was just the time when it was becoming popular. However, before we started, people around me kept telling us, "There's no way you can sell a glass of juice for 1,000 yen," so I wondered if it would work, but I think we were able to jump on the bandwagon at the right time.
(Takada) Is it positioned as a store specializing in cold-pressed juice?
(Imaizumi) You may think so, but it's not. Cleansing Cafe is not a store specializing in cold-pressed juices, but a place that offers suggestions for an adult lifestyle !
(Takada) Please tell me more!
What is Cleansing Life?
(Imaizumi) We have a trademark called "Cleansing Life," but I'm sure there are many of you who are always chasing dates and days of the week in your daily lives, right? You work from Monday to Friday, then finally have Saturday off, and then it's Sunday and you have to go back to work tomorrow, and before you know it, a month, a year, and a birthday have passed.
We wonder if there is something we can do to help these busy people. It's difficult to put into words, but Cleansing Cafe wants people to live with a kind heart and wants to support positive people .
Rather than "selling things" like juice, I consciously want to "create a lifestyle for adults." In that context, I want to continue to develop products that will be needed, such as juice, soup, and beauty treatments.
(Takada) There are several cold press specialty stores (especially in Tokyo), but what is the difference between Cleansing Cafe and other stores?
(Imaizumi) I don't know about other stores, but we don't prepare anything in advance . I think this is also connected to the relationship of trust with the farmers. If we prepare food in advance, we might be able to save on labor costs, but if it doesn't sell, it may have to be disposed of. I think that leaving things on the shelves when we don't know whether they will sell or not is the same as throwing away vegetables, so we never prepare food in advance. Of course, we have never thrown away vegetables! The staff checks the status of the vegetables the day before and responsibly controls the ordering.
(Takada) What are the characteristics of the taste of cold-pressed juice?
Our commitment to cold-pressed juice machines
(Imaizumi) The nutrients are concentrated in a special machine, so you can get nearly 10 times the nutrients and nutritional value of a home juicer. Also, one of the basic principles of Cleansing Cafe is that we, the producers, always stay healthy in body and mind . We believe that "spirit" goes into the things we make, so we take good care of our staff. We want to serve vegetables and fruits in the best possible condition, and as producers, we are always healthy and full of energy, so we are very conscious of putting "spirit" into the food we serve to our customers.
(Takada) It seems like you are particular about the vegetables and fruits you use!
Careful selection of ingredients for cold-pressed juice
(Imaizumi) Each vegetable and fruit has its own story with the farmer. For example, komatsuna is grown hydroponically in Chiba. We have been using it since the opening, which is grown by physically disabled craftsmen. We don't advertise it, but since they don't use machines and they grow the seeds one by one by hand, it doesn't have a bitter taste and is very delicious. We also use fresh vegetables and fruits from Sado Island, Tsukuba, Kameoka, Kyoto, Kouri Island, Okinawa, etc., and we value communication with all the farmers. It's difficult to grow everything pesticide-free, but we try to use as many as possible. Good vegetables don't need dressing and are delicious as they are, and I feel every day that they must be full of the feelings of the grower.
(Takada) When you turn vegetables into juice as is, it must be difficult to adjust the taste due to bitterness, etc., so how does Cleansing Cafe make it easy to drink?
The secret behind Cleansing Cafe's easy-to-drink taste
(Imaizumi) A few grams really change the taste, so it's a little bit of a gradual adjustment. My tongue is super sensitive , but my staff is also sensitive and is improving every day. As for my tongue, I don't often go to restaurants that use chemical seasonings or don't cook properly, so that may be a factor.
(Takada) The staff's palates are very important when handling food!
(Imaizumi) I think that's very important. Also, our cold-pressed juices only use the water contained in the vegetables and fruits . For example, grapefruit produces a lot of juice, but we don't add any bulk to it; we only add the right amount, and we add plenty of leafy vegetables. Many of the customers who come to Cleansing Cafe are "people who know the real thing" or "people with sensitive tongues," so we're always conscious of creating flavors that they'll find delicious.
(Takada) The price is reasonable too, right?
(Imaizumi) I don't know about other stores, but when it rains for a long time, the price of vegetables does rise. However, I feel that if I raise the price at a time like that, I will lose the trust of my customers, so even if it's difficult, I want to go through with what I've already decided .
Drink once a month or once every three months. Of course, drinking is better than not drinking at all, but when you think about continuing to drink it, you might think, "If it's over 2,000 yen, it's a bit tough." So we set the price at a reasonable level that you can continue to pay. We call it the "positive cost," and we decided on this price as a reasonable price to drink as a preventative measure in case you get sick .
(Takada) There is a "Days Menu (Juice)" and a "Cleanse Menu (Cleanse Juice)", but what is the difference between them?
(Imaizumi) The Days menu contains plenty of vegetables, but the Cleanse menu contains even more vegetables and is rotated at a very slow speed to concentrate the nutritional value . It takes a long time to make one, and it requires skill to make (rotate).
In addition, we write a medical record for each customer, ask about their previous menu and purpose, and change anything that is difficult to drink, making it a course like an esthetic salon. Since the customer spends the whole day only on juice, the juice is made for that person rather than a juice that suits everyone .
It may be a little pricey, but I think it's worth it. When I'm not feeling well or I'm busy and have to go out for dinner, I make a reservation and buy it (laughs). I'd like to put more effort into it in the future.
(Takada) Is it possible to change the content depending on individual goals (such as for constipation, rough skin, or for athletes)?
(Imaizumi) Of course. Please feel free to contact us!
(Takada) Please tell us how to make use of the Cleansing Cafe recommended by Representative Imaizumi!
Cleansing Cafe usage scenarios
(Imaizumi) I would be happy if you could incorporate it into your lifestyle. I believe that health is essential to living your life responsibly. If you are not healthy, you cannot work hard or have a romantic relationship. For example, if you feel that you are not getting enough vegetables, please feel free to use the Cleansing Cafe , so that you do not realize it until it is too late. By the way, we are particular about the soup, and we prepare soup that contains no additives and is gentle on the body !
(Takada) It may be difficult to explain in words, but how would you describe the benefits of continuing a cleansing lifestyle?
(Imaizumi) I think there are various outcomes for each person, such as losing weight or having clearer skin. I think it's about being able to have an adult lifestyle for yourself! You can become a wonderful adult!
(Takada) What kind of customers do you have?
(Imaizumi) The age range is wide, from 20s to 40s and 50s. You may be surprised, but 40% are men ! Sometimes there are more men than women. Most women come for whitening, beautiful skin, or dieting, while most men come for fatigue recovery or self-care .
(Takada) There are also low-carb menu items !
Low-carb veggie mix
(Imaizumi) Yes. We have a product called Veggie Mix that contains five kinds of vegetables (Japanese mustard spinach, tomato, celery, cabbage, and Chinese cabbage) and lemon!
(Takada) It's perfect for those on a low-carb diet! Who would you like to know about it in the future?
(Imaizumi) I want people all over Japan to know about it. I think the growth of Cleansing Cafe also means the growth of our staff, and in order for that to happen, we ourselves have to study and grow. I want people all over Japan to know about it, so I'm going to work hard to make that happen!
(Takada) - From here on, we'll be putting the spotlight on the CEO! - What are your particular concerns regarding beauty, Mr. Imaizumi?
(Imaizumi) I think that beauty is more like an aura that comes from the heart , rather than beauty in terms of a beautiful face or appearance. To achieve this, I am conscious of not letting stress build up . When stress builds up, I lose my sense of self, and I think that's when my skin gets rough. But even so, if I do get stressed, I'll meet up with a friend I can really trust or go shopping, so I can regain my sense of self and do my best again the next day. To be honest, I'm not very knowledgeable about beauty itself, and for example, I don't have any particular preferences for cosmetics.
I believe that using a variety of products will strengthen your skin, so instead of sticking to just one, I use around three different types of cosmetics a month, depending on my mood.
Other than that, I keep my body warm, soak in a bath every day, and sweat properly, all in natural ways.
(Takada) Mr. Imaizumi, who has such a keen sense of taste, are there any restaurants or shops that you would recommend?
Shops recommended by Imaizumi
(Imaizumi) As for restaurants, there's Bistro Ebisu, run by a husband and wife. The ingredients are simply great. It's been open for seven years, and I don't think there's any other restaurant with a kitchen and bathroom as sparkling as Bistro Ebisu, let alone the taste. Another restaurant I don't go to often, but I treat myself to a Japanese restaurant called Kanda . I think it's the best in Japan. It's so delicious that I want to work hard so I can take my staff to Kanda! I hope everyone will try it if they have the chance! Another one is a hair salon called AMATA in Aoyama. I thought it was a place that was a little out of my league, but the owner's passion is conveyed, and the staff, customer service, and space are all wonderful. They are kind to customers and have been worrying about my hair for a month!
(Takada) What about future plans for Cleansing Cafe?
(Imaizumi) My friends around me also seem to think that I can't stop here (laughs). I want to spread my business throughout Japan, so I will continue to take on new challenges! I'm not thinking about opening more stores, but I'll try new things! I hope you'll look forward to it.
(Takada) Thank you very much. Imaizumi-san is a great businessman, so I would like to follow his example and continue to take on new challenges. Thank you for today!
