Naoya Yamakoshi, Executive Officer and Deputy General Manager of Sales Division, Tully's Coffee Japan Co., Ltd.

"Customer service is love." Experience a connection that touches the heart, starting with a cup of coffee.

Naoya Yamakoshi, Executive Officer and Deputy General Manager of the Sales Division, Tully's Coffee Japan Co., Ltd.

■ Profile
In 2000, he joined Tully's Coffee Japan Co., Ltd. Leveraging the customer service skills he cultivated in restaurants, he gained experience as a store manager at multiple locations. Subsequently, he served as area manager for both company-owned and franchised stores, engaging in the overall management and guidance of store operations. In 2024, he was appointed Deputy General Manager of the Sales Division. From 2025, he became an Executive Officer. Currently, as the overall head of company-owned stores, he is promoting the strengthening of the brand's operational foundation.

Tully's Coffee, with stores all over Japan, is loved by many. Behind their continued provision of special experiences to customers with every cup of coffee lies a commitment to customer service that has remained unchanged since the company's founding. This time, we spoke with Naoya Yamakoshi, who has been on the front lines and currently serves as an executive officer, about his thoughts on his work and the values ​​he has cherished.

During my time as a student, I was enrolled in the Faculty of Economics, but I was more passionate about club activities and part-time work in the food and beverage industry than about academics. I served as the president of the largest all-around sports club at the university, and spent fulfilling days with many friends. Also, when I worked part-time at a restaurant, I was initially shy and nervous about talking to customers, but as I gained experience through doing it more often, I gradually came to enjoy conversations. Looking back now, I feel that those experiences are connected to my current job.

■The encounter began with the greeting "Good evening."

Because my family ran a restaurant business, I had a vague dream of owning my own restaurant someday. After graduating from university, I entered the food and beverage industry and gained experience in customer service at a restaurant. One day, a colleague I worked with introduced me to an interesting cafe chain that had come from Seattle. At the time, self-service cafes were still rare. When I visited the shop one evening, I was greeted with "Good evening" at the entrance. Knowing only the one-way greeting "Welcome," I instinctively replied "Good evening," and was struck by the experience, instinctively knowing that this was the place. And just one month later, I joined Tully's.
Self-service cafes only offer limited customer interaction at the register and when serving, but I was confident in my customer service skills and wanted to see how many customers I could attract through my service alone, not just the products.

■ The power of customer service became the driving force that helped overcome difficulties.

After joining the company, I was assigned to the Otemachi store as an apprentice, and I proactively went out onto the floor to talk to customers and convey the appeal of specialty coffee. At that time, Tully's was not yet well-known, so there were times when I felt frustrated because people got the store name wrong, but I made sure to work hard at the tasks in front of me and the work I was given, and I made an effort to talk to people.
Of course, since it was a job, there were many difficult times. At the time, I was in charge of store operations, and there were times when I struggled.
However, what gave me the strength to overcome those difficult times was customer service. Receiving kind words and smiles from customers by giving my all was my greatest motivation. I often say, "Customer service is love." If you can create the joy and fun that comes from customer service with your own power, you can continue doing it for a long time. That's why I tell my colleagues, "When you hit a wall, try to give your all to customer service." I believe that doing so will help you boost your own motivation.

■ Brand value supported by "Five Bests" and "Fellows"

Tully's Coffee upholds a management philosophy based on "five excellences." These include: sourcing the "best beans" by having staff visit the origins themselves; insisting on the "best roasting" in Japan; having the "best baristas" who carefully brew each cup using semi-manual machines; and providing the "best service" to offer a special experience. The remaining "best" is something that the Fellows (employees) themselves set and embody every day.
Another major attraction is the culture of calling colleagues "fellows," or teammates, and addressing each other by their first names. The phrase "Hello Fellow," which defines Tully's Coffee's greeting, embodies the fundamental meaning of interpersonal relationships: "First and foremost, show interest in people." The unique calls used when taking orders, such as "Con Amore," which are musical terms, are also a reflection of the baristas' attitude of putting their heart and soul into making each and every drink for the customer.
This hospitality is also utilized in their stores located within hospitals, and they have now reached 100 hospital stores, which are supported by many people as a place to relax and unwind in their daily lives.
In addition to this store expansion, we also value our connections with local communities. Last year, we held over 5400 coffee school sessions nationwide, and store managers take the lead in community activities that utilize the unique characteristics of their respective areas, such as picture book readings. Furthermore, to instantly incorporate customer feedback into store operations, we have introduced "Customer Voice," where customers can answer surveys via a QR code on their receipts, and we are striving to improve customer satisfaction.
Looking ahead, we aim to expand from our current 850 stores to 1000 stores.
We plan to open a new business format called "＆TEA" in all 47 prefectures of Japan, and we also want to expand into locations where we haven't had much opportunity to open stores before, such as airports and service areas. Furthermore, through our in-house barista contests, we aim to hone the skills of our fellows and produce individuals who can compete in international competitions.

■Message to university students

I know there will be many challenges, but please try to explore various companies and enjoy the process. Having an interest in diverse things and staying informed about trends will definitely benefit you.
The most important thing to consider during your job search is whether you can empathize with the company's "management philosophy." If you feel even the slightest bit of unease, it might be a company that's not right for you.
And even if you don't get a job at your first choice, don't get discouraged. It's important to be grateful for the opportunity to work for the company that hired you. With the right attitude and determination, you can make the company you join your first choice and forge your own path!

Interviewed by Student Newspaper Online on July 18, 2026 by Musashino University third-year student Akira Yoshimatsu

Chiharu Yamada (2nd year, Information Management Innovation Professional University) / Karin Ishimatsu (4th year, Tsuda University) / Kenhiko Yamada (1st year, Hosei University) / Nina Ishikawa (2nd year, Sophia University) / Reina Inomoto (1st year, Kyoto University of the Arts) / Mayuna Yoshimatsu (4th year, Musashino University) / Tatsushi Harada (2nd year, Nihon University)