UCC Food Service Systems (UFS) has carried out a brand update for its flagship dining format, Ueshima Coffee Ten (House), with the goal of making it a truly unique café chain in the world.
Since the spring of 2020, the company has been implementing its original human resource development program, “for You”, and over about five years has improved service levels and established a strong foundation. Building on this, the recent brand update places its greatest focus on highlighting its signature Double Nel Drip Coffee.
UFS plans to deepen the appeal of the Double Nel Drip method by introducing new creations such as “JAPAN”—a new style of coffee that adds hot water boiled in traditional Nambu Tekki (cast-ironware) to Double Nel Drip coffee. “JAPAN” has been sold exclusively at the Aoyama store (Minato Ward, Tokyo) since October 9.
At the store on the 9th, Rina Yamashita from UFS’s Brand Planning Department, Corporate Planning Division, stated with confidence, “Double Nel Drip Coffee is a menu item that other coffee chains cannot replicate, and it is a key point of differentiation.”
According to UCC, when coffee is brewed using the flannel filter cloth known as “nel,” fine particles in the liquid adhere to the raised fibers, preventing them from entering the brewed coffee. This provides a smoother mouthfeel. Unlike paper drip brewing, nel dripping does not use a dripper—how the cloth flexes as hot water flows through changes depending on the pour, which affects taste and requires skilled craftsmanship.
UFS uniquely developed a patented nel drip machine that incorporates this artisanal technique. Furthermore, it devised a distinctive Double Nel Drip method, wherein two layers of flannel with coffee grounds are used for extraction. This approach is now used in Ueshima’s signature “Milk Coffee” and other offerings.
“JAPAN” was developed to bring the once supporting Double Nel Drip technique into the spotlight.
“The process of boiling water in Nambu Tekki without cutting corners and our pursuit of careful craftsmanship reflect the essence of Japanese café culture. By combining valuable elements—Double Nel Drip coffee and the soft, gentle texture of hot water—we achieve a rich yet clear flavor,” explained Yamashita.
The Nambu Tekki used has a 3-liter capacity, and the water is replaced every two hours to prevent excessive iron leaching.
At the Aoyama store, “JAPAN” is positioned as a blend coffee. Regular Ueshima blend coffee also uses the nel drip method.
Earlier this year, to promote the value of Double Nel Drip, the brand introduced limited-time offerings such as “Katsuo Dashi-Flavored Milk Coffee,” “WND QUEEN Double Nel Drip Queen,” and “WND DANDYISM Double Nel Drip Dandyism” across selected locations.
Moving forward, Ueshima will not restrict Double Nel Drip promotions to seasonal items but will increase the frequency of offerings that allow customers to experience its flavor directly.
The brand identifies four core strengths: Double Nel Drip Coffee, store atmosphere, hospitality, and food menue made from carefully selected ingredients.
As part of the brand update, themed around “evolution,” Ueshima renewed its brand statement and logo.
In terms of service, it newly articulated shared staff values as “One Cup, One Moment, One Lifetime.” This expresses the idea that “the central theme lies in relationship building—placing great importance on fostering long-term connections with customers.”
The company also prioritizes emotional added value that extends beyond the in-store experience.
“For instance, before an important meeting, a guest may enjoy a relaxing cup of coffee. If a staff member offers a few encouraging words, that simple act could become meaningful support. While customers drink coffee at our store, their true goal may be the success of their upcoming discussion or presentation. We serve with the wish that they achieve those goals,” Yamashita emphasized.
Yamashita oversees human resource development and career path design. The “for You” program teaches not only customer service and sales skills but also logical thinking and communication proficiency. Employees who pass an in-house exam earn the internal hospitality certification “for You expert,” and to date, more than 400 staff members have obtained this qualification.
Ueshima Coffee Ten opened its first store in Jimbocho, Tokyo, in 2003 and now operates 91 locations nationwide, including outlets in Taiwan.
Looking ahead, the company plans to open 3 to 5 company-owned stores annually, focusing on the Tokyo metropolitan and Kansai regions, while also expanding franchise stores.
Regarding overseas development, President Koji Kawano stated at a press conference on the 7th, “After launching “JAPAN” at the Aoyama store and testing operations for menu items such as “WND”, we intend to move ahead with plans for overseas expansion.”
