UlasanAnime.com – The Characro IDOLM@STER Cafe in Tokyo offers a unique themed dining experience for fans, though its reservation system can be quite intricate. Originally opened in December, the cafe has undergone some adjustments to its reservation process, making this guide more historical than immediately practical for booking. However, it still provides valuable insights into the cafe’s operational flow and what visitors can expect.
Characro is a brand under Namco that specializes in creating themed physical spaces. The IDOLM@STER Cafe is one such venture, alongside others like Tiger & Bunny and Macross Frontier. Having visited the IM@S cafe multiple times, a comprehensive guide and review seem appropriate. It’s important to note that this is entirely separate from the Cure Cafe’s Cinderella Girls tie-in.
The cafe, located in Akihabara, has been operational for several months. While the initial novelty might have worn off for some, the appeal for dedicated fans remains. For those who wish to visit frequently, the novelty can indeed diminish quickly. However, for many, the experience is engaging enough to warrant multiple visits.
Vitals:
Characro Cafe Akihabara (IM@S and T&B)
Home Page: http://www.namco.co.jp/characro/idolmaster/
How to go there (JP): http://www.namco.co.jp/characro/idolmaster/information/index.html#access
Address: 2 Chome-5-12 Kanda Surugadai BF-1, Chiyoda, Tokyo.
This location is conveniently situated across the street from Garten, a known spot for some regulars.
The IM@S Cafe is located on the less-frequented side of Akihabara, but the walk from the train station is a mere under 10 minutes, which is a negligible distance for most. The primary challenge for visitors is the cafe’s reservation-only system. Spontaneous drop-ins are generally not accommodated, even if there are available seats.
Reservations can be made through their website, and it’s unlikely that phone reservations are accepted, though this isn’t definitively confirmed. There are two primary methods for securing a reservation: entering a lottery or signing up for first-come-first-serve slots when vacancies arise. Both methods have been utilized by the author.
Creating an account is typically required only for the lottery system. This process is straightforward and doesn’t usually request extensive personal information beyond a name and potentially a phone number. For foreigners, knowing how to enter one’s name in katakana is a basic but necessary step.
To enter the lottery for a specific week, one must visit the website on the Friday (JST) of the preceding week. The lottery system operates on a weekly basis, allowing users to select a time slot and party size for dates two weeks in advance. For instance, to visit between March 30th and April 5th, the lottery entry period would be from March 13th to March 19th. This means bookings might need to be made up to 21 days in advance. The website provides the most accurate and up-to-date information on these periods.
Lottery results are usually announced on Friday morning (JST), coinciding with the opening of the first-come-first-serve sign-ups. Both the time slot picker and the weekly view picker on the website should be checked, as availability might differ. Slots are categorized by party size (1, 2, or 3-4 people). Upon selecting a slot, visitors will be prompted to enter their name and phone number, emphasizing the need for quick action during the first-come-first-serve period.
This system presents challenges for larger groups unless they are highly organized. While it can be perceived as a hassle, it becomes more manageable with practice and is an efficient way to handle demand. The lottery system effectively addresses the cafe’s consistent full bookings on Friday nights and Saturdays, ensuring a fair distribution of available slots. The author notes that Tuesday slots for parties of four were readily available, indicating the system’s success in highlighting less popular times.
A crucial aspect of the reservation system is the requirement for ID verification at the cafe. The name used for the reservation must match the name on the visitor’s identification. Therefore, bringing a valid ID is essential. For lottery reservations, cancellations can be made via the website up to the day of the visit, or by phone if done on the same day. The consequences of not showing up without cancellation are not specified.
The cafe also offers accommodations for groups larger than four, with details provided at the end of this guide.
The IDOLM@STER Cafe is a highly successful venture, largely due to its effective thematic implementation. Like most themed cafes, it tends to be pricier than standard eateries, so managing expectations regarding food quality versus cost is advisable. For dedicated “Producers” (fans), the true value lies in the subtle, thematic details integrated throughout the experience.
Upon arrival, guests are typically greeted by a queue at the entrance. Arriving before the designated time slot is encouraged to secure better seating arrangements.
Once the staff is ready, the initial group of customers is ushered downstairs. If no one is visible at the entrance, following the signs to the IM@S cafe downstairs is recommended. The path is slightly winding, so paying attention to the displays along the way is advised. Guests will then be asked to line up on the stairs for a preliminary check.
This initial check includes ID verification to confirm the reservation. Visitors are then assigned an iPad, which displays their seat number. This is also the opportune moment to request seating adjacent to individuals from different reservations.
A staff member will then “punch in” the visitor, signifying the start of their work. A membership card, also referred to as a stamp card, is presented for a stamp. Accumulating stamps can lead to achievements and various prizes. The cafe’s popularity has reportedly led to a situation where a customer maxed out her card before the cafe could determine a prize for the 30th visit. Visitors are required to wear their membership card on a lanyard, which is provided. For larger groups, all members must complete this process before being seated, though this is generally managed smoothly.
A waitress or waiter will escort the group to their assigned table, identified by the same number as on the iPad. The iPad serves as the ordering device. After browsing the menu, which is divided into drinks, food, and merchandise, the iPad can be placed in an under-table pouch or a stand.
The IDOLM@STER section of Characro Akiba features a bright and relatively spacious L-shaped layout. A large projector is positioned on the far wall, complemented by screens and smaller projectors ensuring visibility across the dining area. The decor is modern with a hipster aesthetic, but the core focus remains on IDOLM@STER, creating a distinct “Ai Like Hamburger” atmosphere, fitting for a theme restaurant. Various alcoves showcase IDOLM@STER merchandise and items, including a dedicated display for the featured idol of the month. In-anime IP elements are integrated into the wall decor, ranging from Namassuka Revolution to mock movie trailers. Even the single, unisex restroom offers additional autographed items to discover.
The highlight of Characro is undoubtedly the themed drinks. There are fourteen in total, one for each idol, with Ami and Mami sharing one. Kotori also has her own drink. At the time of the author’s visit, two special themed drinks were available: one based on the Moviem@s theme and a Spring-themed drink, both described as unappealing. Each drink purchased comes with a matching coaster, encouraging collection. Drinks can be ordered as alcoholic or non-alcoholic via the iPad. The alcoholic versions are similar to their non-alcoholic counterparts, with the addition of a small amount of vodka that has a subtle impact on the taste. Some patrons may not feel any effects even after consuming several alcoholic drinks due to the minimal alcohol content.
While the drinks are a fun element, the food often receives more praise. The themed dishes are served on small white plates, intended for individual consumption, though sharing is possible. Each themed dish includes a printed rice cracker featuring the idol associated with the dish. Examples include Haruka’s dish or a roast beef pasta dish with Takane and Azusa. Most of the food items tried were described as good, exceeding average expectations.
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Beyond food and drinks, the IM@S cafe operates like an amusement park ride with a structured program throughout the allotted time. After everyone is seated, an MC will explain the cafe’s operations. Videos are played to enhance the atmosphere, allowing guests to converse and order while watching IDOLM@STER highlights.
The cafe hosts two main events. The first is a “producer janken” (rock-paper-scissors) battle. The winner of the group janken gets to spin a wheel featuring each idol. The selected idol’s Shiny Festa anime PV is then played on the screens, prompting appropriate fan reactions (e.g., using glow sticks). The second event is a group song call, rotating between songs like “Jibun Rest@rt” and “Re@dy, Change.” While the janken winner doesn’t receive a prize, the chosen idol gains a slight advantage on the wheel, increasing their selection probability, though it remains less than 50%.
Each themed food or drink item purchased comes with a coin, except for specific regular menu items listed at the end. These coins are used in a large machine for voting, allowing fans to support their favorite idols. The voting mechanism is designed to encourage collective participation, with staff acknowledging and cheering for large coin deposits. Some visitors engage in number-based games, such as attempting to keep Chihaya’s score at 72 or managing Ami and Mami’s scores. These scores are periodically reset.
There is a designated time window for ordering food, drinks, and merchandise. After approximately 50 minutes, food and merchandise orders are closed, which is reflected on the iPad. Drink orders typically close about 10 minutes after that. It is advisable to place final drink orders before this cutoff, as some drinks are small and may contain a significant amount of ice. Staying until the end of the session is recommended.
Miscellaneous notes include the availability of free Wi-Fi, with connection details provided on the iPad. This is particularly useful given the potentially poor mobile reception in the cafe’s location. The establishment operates on a cash-only basis. Receipts are required for merchandise pickup, which occurs in the downstairs foyer after exiting the cafe. Payment for orders is typically collected by the waitstaff.
The cafe also offers a special birthday celebration program for Producers. To avail this, the reservation must mention the birthday, and it needs to be confirmed with the waitstaff upon check-in.
While the intention was to provide a review, the author found themselves focusing on informative details. The cafe experience is enjoyable whether visiting alone or with a group. It serves as an excellent venue for meeting and interacting with other IDOLM@STER Producers. Solo diners are often seated together at a large communal table, facilitating conversation and opportunities to observe other patrons’ orders. The menu is subject to periodic changes with new additions, so checking in advance for specific dishes is recommended.
The author did not try every dish, noting that the Japanese-sized portions are substantial. Meals like the salad, tex-mex chips, “go my way basket” (fried chicken), pasta, and curry rice were all positively reviewed. The dessert menu includes items like anmitsu and freshly made donuts, which were described as cake-like and tasty. The regular menu, featuring typical bar foods and appetizers, was not extensively explored by the author’s group, who focused primarily on the themed items.
Regarding merchandise, the Nemurihime roulette manjuu was purchased and found to be tasty, with the “hit” version being a spicier variant. The Cafe lanyard is another simple merchandise item, allowing guests to purchase their own instead of using the provided loaner. Binders for storing bromides and coasters were previously available but may no longer be offered. For every 2000 yen spent at checkout, a random bromide is given, featuring anime stills. This can be a nice bonus, despite the randomness and the source of the images.
In essence, the IDOLM@STER Cafe aligns with the standard theme restaurant model, offering both areas of under-delivery and exceeding expectations. While the decor might initially seem like generic anime elements, the execution is detailed and engaging. The food is generally above average, with even the salad being noteworthy. Drink quality varies, with some being misses, others good, and most falling in the middle. The pricing, including the seat charge (with a minimum order of one drink), is not exorbitant but can easily escalate to over 5000 yen if not managed carefully. Judicious spending is advised, especially considering the relatively small drink portions. While this might be fine for collecting coasters over a few visits, it could be less cost-effective for regular patrons.
Ultimately, the enjoyment of the experience often overshadows the initial difficulty of securing a reservation.
TL;DR Midtown Lunch style:
The + (what people who like this will say)
- It’s IDOLM@STER! And you can participate in calls while dining!
- The food is better than expected…
- Friendly and youthful atmosphere.
The – (what people who don’t like this place will say)
- Expensive!
- Can’t get a reservation when I want to go…
- Still just gimmicky foods, nothing really outstanding.
PS. Groups greater than 4: Depending on the group size, several options exist. For groups up to 8, aiming for two adjacent 3-4 person reservations is feasible, particularly on weekdays when demand is lower. Informing the waitstaff during check-in is key. The general rule is that early check-in as a group can lead to seating together, provided tables are available. While tables cannot be moved, proximity can be achieved by strategically booking and checking in early. Alternatively, solo reservations checking in together can occupy the large communal table for solo Producers, potentially accommodating 20-24 people. Early arrival is crucial for staff to arrange seating together.
PPS. Best Drink Ranking (based on alcoholic versions): Iori > Chihaya > Miki = Kotori (warm!) = Hibiki = AmiMami = Makoto = Ritsuko = Yukiho = Haruka > Yayoi > Takane > Azusa. This ranking is subjective and based on the author’s memory. The “group” drinks are generally less recommended, though the coaster might justify the purchase. Individual preferences will vary.
