T's CLOVER - A specialty shop for tea and scones that is trending in online stores.

Interview with Chio Shibata, the representative of T’s CLOVER

I spoke with Chio Shibata, the representative, about the business of T’s CLOVER so far.

We will delve into the background of how they became active as a specialty shop for tea and scones.

The beginning of the tea and scone shop

What was the reason for starting the tea and scone shop?

Shibata

Running a café was my wife's dream.

So, in February 2008, we purchased a store in Funakuracho, Kurashiki City, and started the café.

Both my wife and I liked tea, so we thought of sweets for our customers to enjoy with their tea.

What came to mind at that time was scones.

At first, the variety of scones was not abundant, and we started with just a few types of scones.

What was the reason for starting the online shop?

Shibata

I didn't think that a café was a sustainable business for several years.

Many customers would stay at their seats for hours with just one cup of coffee, and the turnover rate was not as high as that of udon or ramen shops.

Also, there are few customers who order multiple cups of coffee, so it is hard to increase the average spending per customer.

I thought it would be difficult to sustain the business with just the café, so I decided to open an online shop for tea and scones.

Was it difficult to start selling on the online shop?

Shibata

Actually, before starting the café, I worked at a camera shop.

I had enough experience to hold camera classes, so I had knowledge about how to take product photos and I also had the equipment.

Additionally, I graduated from an information technology school, so I was familiar with writing programs.

I had also created affiliate sites, so I had no resistance to selling things on the internet.

I could take product photos and create web pages, so I started selling tea and scones on the online shop in October 2008.

The online shop for tea and scones

How were the sales on the online shop?

Shibata

After starting the online shop, I became extremely busy.

Our production capacity was limited to about 400 items per day.

Despite that, we received thousands of orders.

There were times when orders were filled up to three months in advance.

Since we had to prepare the sweets served at the café by the next morning, I remember being busy from morning till night.

What was the café like?

The café was very popular.

It was especially busy when there were concerts at the Kurashiki Civic Hall nearby.

Perhaps because there are few places to rest for diners, customers came in droves.

All the products, such as cakes in the shop, sold out completely.

Both the online shop and the café were thriving, and the busy life continued for about two years.

Why did you decide to focus on the online shop?

Shibata

Even though the café was bustling, I was living through hard days that felt like my body was going to break down.

Therefore, I decided to close the café, but among the customers who had been coming until then, there were people who were sad about not being able to buy tea and scones.

To ensure that customers could always purchase tea and scones, I continued the online shop.

So, I rented a building in Inaricho, Kurashiki City, and started producing scones as a small factory.

The reason for the birth of the food truck

What was the reason for starting the food truck?

Shibata

The food truck is a mobile advertisement.

At market events, we decorate it in a vibrant way to catch customers' eyes.

Additionally, we included a QR code in the decoration of the food truck.

At market events, many people feel they have to buy something when they approach a stall, which makes them feel guilty.

So, I added a QR code so that people can check what is being sold from a distance.

What kind of products are sold from the food truck?

Shibata

The food truck sells about 30 types of scones.

The many scones displayed in the shop leave a strong impression just by looking at them, and there is also the fun of choosing.

By preparing an overwhelming number of scones, we created a uniqueness as a scone specialty shop.

We also operate as a tea stand for enjoying tea.

To provide an experience of "I didn't know there were so many ways to drink tea," we offer various ways to enjoy tea.

I want to increase the number of people who come to love the delicate aroma and flavor of tea.

The background of moving the base to Mizushima

What was the reason for moving the base to Mizushima?

Shibata

My family home was in Tsurajima-cho near Mizushima, so I know what Mizushima was like when it was thriving.

Although it is now in a lonely state, Mizushima has a railway, and there are public institutions such as the Kurashiki City Office branch and hospitals, making it a very convenient town.

Despite its high convenience, property prices have dropped, and I feel it has value beyond the price.

I moved here with the feeling that "Although it has a deserted atmosphere now, I can improve the town of Mizushima with my own efforts over several decades."

What kind of activities have you done in Mizushima?

Shibata

Immediately after moving to Mizushima, I joined the Mizushima Moriagetai and Mizushima Kamorisha Nadia, which are involved in community development in Mizushima.

At Mizushima Moriagetai, we hold events like the Chair Grand Prix, where we race in office chairs, and the Mizukon marriage hunting party.

At Mizushima Kamorisha Nadia, we held the Mizushima Salvage Conference to think about how to utilize vacant houses.

Rin Tetsu Garden has also been participating since the first event.

Initially, there were only three vendors, but it has now grown into a large market event that attracts over 2000 people.

How do you want to change the town of Mizushima in the future?

Shibata

I want to make it a town where children living in Mizushima will want to return to when they grow up, thinking "I want to improve Mizushima."

Therefore, I plan to organize many events that will leave a lasting impression on children.

I also want to increase the number of memorable places in the town.

Since the location is good and properties are being sold at reasonable prices, I hope they will be utilized well and that new shops will increase.

It is a town where any challenge can be undertaken depending on ideas, so I want to work together with the younger generation to revitalize Mizushima.

Enjoying the tea and scones of T’s CLOVER

I think many people are not familiar with the sweet called scone.

When I spoke with Mr. Shibata, he mentioned that when they started selling scones, they often received questions like "What is a scone?"

Taking advantage of something unfamiliar, providing dozens of types of scones as a specialty shop is a brilliant idea that creates uniqueness.

Also, while online sales have become commonplace now, in 2008 when T’s CLOVER's online shop was established, I don't think it was something everyone used.

It seems that Mr. Shibata was reading the trends of the world by quickly noticing the dawn of online sales.

I felt a sense of foresight while enjoying a cute tea soda and a rich sweet an-butter scone at a salon in Mizushima.

Although there are many lonely scenes in Mizushima now, it appears attractive through Mr. Shibata's eyes.

I can't take my eyes off the future growth of Mizushima.

Data of T's CLOVER

Name	T's CLOVER
Address	6-26 Higashitokiwa-cho, Mizushima, Kurashiki City, Okayama Prefecture
Contact	086-486-1057
Parking	None
Business Hours	Sales on the website and at market events in Okayama Prefecture
Regular Holiday	Wednesday
Payment Methods	Cash PayPay, Merpay, au PAY
Reservation	Available
Smoking	Completely non-smoking
Homepage	T's CLOVER (Rakuten Market)

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