Why 97% of Staff at This Japanese Coffee Shop Are Women

In Japan, a growing number of food retailers are rethinking who serves customers—but few go as far as hiring nearly all women. One standout is Kaldi Coffee Farm, a chain selling coffee beans and global pantry goods. Their secret? A female-dominated workforce where nearly every in-store employee is a woman. That setup isn’t accidental—it’s strategic. And it’s working staggeringly well.

Kaldi Coffee Farm employs around 3,370 people, 97% of whom are women. With male staff limited to logistics, the brand has grown over 125% annually for years. Their stores average 130 square meters, serve 650 daily customers at ¥995 per visit, and stock 4,500+ items—including affordable staples like tomatoes for ¥88 and 200g coffee for ¥399.

Why Are There So Many Women Working Here?

Kaldi Coffee Farm, officially run by parent company Kamel Coffee (Setagaya, Tokyo), operates 185 stores across Japan. But its most defining trait isn’t just its market-style layout or low prices—it’s its staffing model. Of its near 3,400 employees (including part-timers), 97% are women. Male employees are restricted to logistics and system roles; none work on the sales floor.

"In Japan, women typically manage household meals," says President Onda Nobuo. "So female employees better understand how to connect with female customers." With small teams—usually six or seven covering 130-square-meter stores stocked with 4,500+ SKUs—the ability to communicate and collaborate is critical. Female staff build strong internal rapport, which translates into better customer interactions.

The Store Experience: More Like a Maze Than a Supermarket

Step into a Kaldi Coffee Farm and you won’t find uniform aisles or corporate rigidity. The stores resemble “European libraries” or “labyrinthine alleyways,” deliberately designed without fixed traffic patterns. Shoppers wind through narrow, maze-like paths past floor-to-ceiling wooden shelving, discovering products rather than following signs.

"You don’t immediately see where everything is, but that encourages exploration," one regional manager explains. Customers roam freely, often stumbling upon new ingredients or seasonal items. The layout fuels serendipity, turning shopping into a treasure hunt. Meanwhile, staff stationed near the entrance hand out free hot coffee—inviting passersby inside with aroma and warmth.

How Training and Communication Drive Success

New Kaldi staff begin their training with coffee service at the store entrance—a role that teaches customer engagement, observation, and natural interaction. "Coffee service combines all the essential skills," says Kameda Naomi, general manager. Workers learn to chat with customers, suggest recipes, and share product knowledge, often leading buyers to discover new favourites.

All employees, including part-timers, attend daily meetings where sales data is reviewed and headquarters directives are read aloud. Teams discuss how to implement instructions locally, fostering both top-down and bottom-up communication. Employees also submit daily logs to management, creating actionable insights from the shop floor.

The company rewards high performers with trips to visit product origins or factories—motivating teams to learn ingredient stories and boost sales. Staff frequently offer samples, discuss food pairings (like wine with dishes), and even co-create themed shelves or in-store events. These efforts deepen customer trust and encourage word-of-mouth promotion.

Kaldi’s Four Store Principles

• Staff Energy: Create a lively, cheerful in-store atmosphere.
• Street Presence: Draw crowds using free coffee and inviting displays.
• Service Excellence: Communicate product uses clearly to boost purchases.
• Customer Love: Design events and themed displays customers enjoy.

Frequently Asked Questions

What makes Kaldi Coffee Farm different from other Japanese food retailers?

Kaldi Coffee Farm stands out due to its nearly all-female store staff, maze-like store layout, and a strong focus on in-person customer engagement. Around 97% of its employees are women, compared to industry norms, and its 185 stores emphasize discovery-style shopping rather than rigid aisles.

Why does Kaldi hire almost exclusively female store employees?

President Onda Nobuo believes women better understand household food needs and can more effectively connect with female shoppers. Female employees also foster stronger communication and teamwork in small, busy store environments where collaboration is essential.

How does Kaldi train its staff to engage with customers?

New hires start with coffee service at the entrance, learning to greet customers, offer samples, and discuss products naturally. All employees receive daily sales data and participate in discussions about headquarters strategies, ensuring alignment and continuous improvement in customer service.

What kinds of products does Kaldi Coffee Farm sell besides coffee?

Besides coffee beans, Kaldi offers imported cheese, pasta, Asian ingredients, and global pantry goods. It also stocks a variety of wines and affordable staples, with items like canned tomatoes at ¥88 and 200g coffee for ¥399—well below luxury import prices.

Do part-time workers get the same training and opportunities as full-timers?

Yes. All staff, including part-timers, attend daily meetings, participate in coffee service training, and are eligible for incentive trips. Part-timers also contribute daily logs used for store strategy and receive the same product training as full-time employees.

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