More and more Tokyo residents are switching from tea to coffee. And in some cases, it’s thanks to Motoko Ito who runs a small fleet of yellow vans which sell lovingly brewed lattes (he roasts the beans himself) at key points around the city. The little company offers not just coffee but a moment of human contact amid the hurly burly of the city. It’s staff know their customers on first name basis. That’s the secret, he says, of his success.
According to Ito, the vans allow for small changes. If the place is not right, they simply relocate at no expense to the business.