Ginza Nishikawa: How Noriko Used Hotplate Insights to Strategically Launch Their First Brick & Mortar

Rishi from Hotplate:

Hey, Noriko.

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Noriko from Ginza Nishikawa:

Hi, Rishi. Hi.

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Rishi from Hotplate:

Nice to chat. Thank you so much for your time. We're really excited to talk with you because Ginza Nishikawa has been a massive hit on our platform. Can you share more about yourself and what led you to start Ginza Nishikawa?

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Noriko from Ginza Nishikawa:

My background's in PR and sports marketing in Tokyo. After over 20 years in the field, I wanted to bring something unique from Japan to the US. We planned to introduce our viral Japanese milk bread in 2019, but the pandemic hit, shifting us towards a pickup and delivery model. The response was overwhelming—demand shot up across California. Platforms like yours were crucial in expanding our reach to places like San Gabriel Valley and Orange County.

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Rishi from Hotplate:

What was the process like to start Ginza Nishikawa in the US?

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Noriko from Ginza Nishikawa:

Despite the challenges, the pivot to social media and word of mouth was key. We launched quietly in 2022 and were inundated with orders by September. Our high-quality flour and alkaline ionized water make our bread unique, appealing to a niche market willing to pay a premium.

Rishi from Hotplate:

How have you managed to scale so rapidly?

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Noriko from Ginza Nishikawa:

Hotplate gave us invaluable data. We're planning multiple new locations based on demand insights from California. Focusing on one exceptional product, akin to the Japanese culinary ethos, has been pivotal. Our bread is versatile—perfect for sandwiches, French toast, or even Thanksgiving stuffing!

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Rishi from Hotplate:

Customer engagement seems vital. How do you connect with your community?

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Noriko from Ginza Nishikawa:

Despite being based in Japan, I visit monthly to engage directly with customers during pickups. Social media amplifies our interactions, driving demand and brand loyalty.

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Rishi from Hotplate:

Why the popup and drop model over brick and mortar?

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Noriko from Ginza Nishikawa:

It's cost-effective and suits our single-product focus. Plus, it aligns with pandemic-era preferences for pickups and deliveries, ensuring safety and convenience.

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Rishi from Hotplate:

What benefits has Hotplate brought to Ginza Nishikawa?

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Noriko from Ginza Nishikawa:

Hotplate's been a game-changer. It's intuitive, versatile, and supports everything from inventory management to customer engagement. Its role in our growth has been indispensable.

Rishi from Hotplate:

Looking ahead, what are your plans for Ginza Nishikawa and Hotplate?

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Noriko from Ginza Nishikawa:

We'll likely focus on central locations per region, utilizing Hotplate for popups and deliveries. It's not just a business tool; it's pivotal in promoting our brand and bringing Japanese culinary excellence to new audiences.

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Rishi from Hotplate:

Thank you so much for your insights, Noriko. It's been a pleasure.

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Noriko from Ginza Nishikawa:

You're very welcome, Rishi. This was perfect. 

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Rishi from Hotplate:

Thanks again. Bye!

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