Anna Millers to Reopen in Tokyo After Three Years
Iconic Waitress Uniforms and Signature Pies Set for Nostalgic Comeback
The restaurant "Anna Millers," which gained immense popularity across Japan for its adorable staff uniforms, is making a comeback after about three years. Expectations are high for the reopening, which promises to faithfully recreate the nostalgia of the past, from the iconic uniforms to the signature pies.
According to the Asahi Shimbun on June 20, the Imuraya Group announced that it will reopen an Anna Millers location in the Minamiaoyama area of Minato Ward, Tokyo this December. This comes about three years after the last store, the Takanawa branch, closed in August 2022. The new store plans to faithfully reproduce the iconic elements of the past, including the exterior, menu, and the much-talked-about uniforms worn by female employees at the time.
Anna Millers is a restaurant based on the traditional home cooking of the "Pennsylvania Dutch," descendants of German immigrants living in the eastern region of Pennsylvania, United States. Imuraya partnered with the US-based Anna Millers headquarters to open the first Japanese location in Aoyama, Tokyo in 1973. Offering authentic American food and freshly baked pies made in-store, the restaurant became beloved throughout Japan for its image of "simple and warm American home cooking."
After entering Japan, Anna Millers enjoyed its heyday by expanding primarily in the Kanto region. However, as times changed and competition intensified, the chain gradually downsized. Ultimately, on August 31, 2022, the last store in Takanawa closed due to redevelopment in the surrounding area. Since then, the brand has survived by selling select products through an online store and operating occasional pop-up shops.
The uniform has undoubtedly drawn the most attention in news of the restaurant's return. The unique design?combining a white blouse with a colorful apron and mini skirt?has become a fashion icon in its own right, and remains popular as a cosplay outfit in Japan today. This uniform inherits the design from the US headquarters but has been slightly adjusted at the neckline to better fit Japanese body types. Imuraya Group Chairman Takeo Asada previously explained that "the angle of the collar was changed to account for differences in body shape between Americans and Japanese." Imuraya stated that it will operate the restaurant in a way that preserves the brand identity, including the uniform design.
As the reopening approaches, local internet users are expressing great anticipation. Comments include: "I'm really looking forward to seeing the cute uniforms again," "I want to go back to those days while smelling the pies," "I want to work there because the uniforms are so pretty," "I've been waiting just for Anna Millers to reopen," "How can I wait until December?" and "I really hope it succeeds for a long time this time."
Meanwhile, the Imuraya Group is also pursuing a brand enhancement strategy by spinning off its food and beverage division, including Anna Millers, into a separate subsidiary. This move is seen as an effort to achieve growth by further specializing in the restaurant business. The company is also working on introducing a live kitchen and strengthening its lineup of pies and sandwiches. Experts predict that if Anna Millers can retain its nostalgic appeal while updating itself to match current consumer trends, a successful comeback is possible.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
