Inside Tokyo’s wildly popular 74-year-old bakery that only makes two types of bread

A bakery in Tokyo has survived for 74 years while selling only two items: white bread loaves and dinner rolls.

 

Pelican, located in Tokyo’s downtown Asakusa, inherited its simple style from two former owners, and the pared-down menu continues to lure customers today.

Takuma Imamura

In spring and autumn — typically busy season for bakeries in Japan — Pelican’s customers often find it difficult to buy anything without making a reservation first.

Takuma Imamura

The bakery sells about 400 to 500 of white bread loaves and 4,000 dinner rolls a day, earning roughly 30 percent of its revenue from wholesale to local coffee shops, restaurants or grocery stores, and the rest from direct sales to consumers at its storefront, where the bread is displayed on wooden shelves.

Takuma Imamura


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