Ai, Manager of the Shimokitazawa Branch, on "Schmatz-style Hospitality" and "Specialty Pasta Perfectly Paired with German Beer"
Delicious craft beer is created by wonderful staff and atmosphere. We interviewed Ai, the former manager of Schmatz Shimokitazawa, and she talked about Schmatz's hospitality, the appeal of the branch-exclusive fresh pasta, and her recommended pairings.
Table of Contents
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The Deliciousness of Craft Beer is Completed by "People" and "Atmosphere"
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Interview with a "Person" of Schmatz: Ai (formerly Shimokitazawa Branch / currently Kyobashi Branch)
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2-1. Drawn to the Homey Atmosphere
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2-2. Pouring Technique that Makes People Say "This is the Best Beer I've Ever Tasted"
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Not Just Craft Beer! The Shimokitazawa Branch's Hidden Star: "Specialty Fresh Pasta"
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3-1. A Collaboration of Awaji Mengyo's Fresh Noodles and Original Sauces
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3-2. Beer-friendly! Recommended Pasta and Pairings
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The Charm and Enjoyment Unique to the Shimokitazawa Branch
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4-1. German Beer in a Hidden Gem Above the Station
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4-2. Welcomed by a Deer Object? Store's Commitment
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Editor's Postscript: Ai's True Self and Schmatz's "Gastfreundschaft"
The Deliciousness of Craft Beer is Completed by "People" and "Atmosphere"
"Craft Beer" refers to beer brewed with dedication by craftsmen in small breweries. Its appeal lies in its diverse styles and profound flavors, but there's another crucial element that determines its deliciousness.
That is the "person" who pours the beer and the "atmosphere" in which it is enjoyed.
In Germany, there is a word called "Gastfreundschaft." This literally translates to "friendship towards guests," meaning a warm spirit of hospitality. It's about enjoying delicious beer and food in a relaxed atmosphere, as if inviting friends into your home. This is the foundation of authentic German beer hall culture.
What Schmatz aims to deliver in Japan is precisely this experience. We want our customers to feel the "sound of happiness (Schmatz)" which encompasses not just the "authentic German beer" product, but also conversations with staff and the overall atmosphere of the restaurant.
This time, we interviewed Ai, a staff member who embodies Schmatz's atmosphere and the former store manager of the Shimokitazawa branch (currently working at the Kyobashi branch). She shared her thoughts on craft beer and the unique appeal of the Shimokitazawa branch.
Interview with a "Person" of Schmatz: Ai (formerly Shimokitazawa Branch / currently Kyobashi Branch)
Each Schmatz branch has different interior designs and concepts, and the staff working there are equally unique. Ai, whom we interviewed this time, is a veteran staff member with six years of experience at Schmatz (at the time of the interview). Her gentle demeanor and passion for beer have earned her many fans.
*Ai was the store manager of the Shimokitazawa branch at the time of the interview but has since been transferred to the Kyobashi branch.
Drawn to the Homey Atmosphere
—First, please tell us what led you to join Schmatz.
Ai: "It started when I saw their recruitment page during my job search. The atmosphere conveyed through the photos and text felt very homey, and I instinctively thought, 'I could really enjoy working here!' When I actually joined, it was just as I imagined – the staff got along well, and it was a warm workplace. I started at the Nakameguro branch, but to be honest, I hadn't really drunk much craft beer back then (laughs). But my senior, who was knowledgeable about German history and culture, taught me a lot about different types of beer, their flavors, and the stories behind them, and I gradually became more and more fascinated by its depth."
—"The more you learn, the more you love it" is truly the essence of craft beer.
Ai: "Exactly. Schmatz's beers are brewed according to the German 'Reinheitsgebot' (Beer Purity Law), using only malt, hops, yeast, and water, so they are genuinely delicious with no off-flavors. Being able to recommend something that I genuinely find delicious to customers is a great joy."
Pouring Technique that Makes People Say "This is the Best Beer I've Ever Tasted"
—Are there any particularly memorable happy episodes from your work?
Ai: "During my time at the Nakameguro branch, a regular customer praised my pouring technique, saying, 'This is the best beer I've ever tasted!' That's the most memorable experience for me. That customer was a well-known beer connoisseur among us staff, as they frequented various Schmatz branches. Being praised by such a discerning person was truly delightful and boosted my confidence."
【Editor's Note: How Pouring Changes the Taste of Beer】 As Ai mentioned, the taste of beer can significantly change with just the "pouring method." Creating an appropriate foam ratio allows carbon dioxide to escape properly, making the beer smoother. Additionally, creating a fine foam cap seals in the rich aroma of hops and prevents oxidation. The reason you might feel "the same beer tastes somehow better at a restaurant" is not only due to meticulous server cleaning but also because professionals like Ai assess the beer's condition and pour the perfect glass.
Not Just Craft Beer! The Shimokitazawa Branch's Hidden Star: "Specialty Fresh Pasta"
While German dishes like "sausages" and "schnitzel" are popular at Schmatz, did you know that some branches offer unique menu items? The Shimokitazawa branch, where Ai served as manager, boasts a powerful weapon that impresses not only beer lovers but also gourmands: "fresh pasta."
A Collaboration of Awaji Mengyo's Fresh Noodles and Original Sauces
—Please tell us about the Shimokitazawa branch's top recommendation.
Ai: "The Shimokitazawa branch's top recommendation is, without a doubt, pasta! We're extremely particular about the noodles, using fresh pasta from Awaji Mengyo, a long-established company with over 110 years of history. It features a chewy texture and wheat flavor that dried pasta doesn't have, and once you try it, you'll be hooked. What's even more special is that we 'change the type of pasta (noodle thickness and shape) depending on the menu.' We calculate how well it will intertwine with the sauce and choose the best noodles."
Beer-friendly! Recommended Pasta and Pairings
—Pasta that pairs well with craft beer is a new concept. Do you have any specific recommendations?
Ai: "The Shimokitazawa branch offers about 9 types of pasta (as of the interview), and among them, I especially recommend the 'Black Beer Pasta (Lasagna Sauce).' We condense the rich flavor of meat into a Bolognese-style sauce, then add Schmatz's black beer to enhance its richness and depth. For this, the black beer 'Schwarz,' with its aromatic roasted malt, or a rich 'Porter' would be an excellent match.
We also have a wide variety of other options, like 'Crab Tomato Cream' and 'Alfredo -Cheese and Butter Pasta-,' so you might find it hard to choose! The daily special 'Pasta of the Day' is also popular, so I'd love for you to visit us repeatedly and try them all!"
*The menu lineup and availability may vary by store. Also, menus may change seasonally. Please contact the store directly for details.
The Charm and Enjoyment Unique to the Shimokitazawa Branch
Shimokitazawa is known as a town of theater, music, and vintage clothing. What kind of presence does Schmatz Shimokitazawa have in this town with its unique culture?
German Beer in a Hidden Gem Above the Station
—Please tell us about the characteristics of the Shimokitazawa branch and recommended ways to enjoy it.
Ai: "The biggest feature of the Shimokitazawa branch is its location 'above the station'! Since it's in Shimokita Ekiue, you could say it's directly connected to the station, making it incredibly convenient. You can drink right up until your train time or the last train, so it's perfect for after work or for 'one more drink!' before heading home. The interior is spacious and designed to be easily accessible for strollers. On weekdays, we have many customers using it as a cafe or for daytime drinking, and on weekends, it's popular for moms' groups with children or families. Of course, we can also accommodate private parties and standing receptions, so it can be used for a variety of occasions."
Welcomed by a Deer Object? Store's Commitment
Ai: "I also want people to pay attention to the store's entrance and interior design. A distinctive feature of the Shimokitazawa branch is the deer object displayed there 🦌. In Germany, forests and hunting culture are familiar, and deer are also treated as sacred animals. Enjoying a beer while looking out over Shimokitazawa from this spot, feeling the German atmosphere, is truly special."
—Finally, please give a message to our customers.
Ai: "From craft beer beginners to daily drinkers, everyone is welcome! Whether you want to quickly grab a drink alone at the counter or enjoy pasta with friends for lunch, we're waiting for you with delicious German beer, expertly managed, at any time of day. I'm currently at the Kyobashi branch, but the Shimokitazawa branch also has many cheerful and friendly staff members. Please come and experience the 'sound of happiness'!"
Editor's Postscript: Ai's True Self and Schmatz's "Gastfreundschaft"
At the end of the interview, I asked Ai a bit about her private life. She spends her holidays watching anime (recently she's been hooked on "isekai reincarnation" series!) and visiting craft beer pubs. She's also been to beer events at Yokohama Red Brick Warehouse and looks for unusual craft beers at convenience stores for home consumption, revealing her true nature as a beer enthusiast. Recently, she's also gotten into Korean makgeolli and chamisul, surprising me with the breadth of her alcoholic tastes.
Perhaps it's because there are staff members like Ai, who genuinely "enjoy alcohol and food themselves," that Schmatz's establishments always have such a bright atmosphere.
Delicious craft beer, authentic German cuisine, and the warm hospitality of the staff. Why not experience "a professional's perfectly poured authentic drink" at your nearest Schmatz tonight?
【Click here for a list of Schmatz locations】
If you want to enjoy the authentic taste of Germany at home, be sure to check out Schmatz's online shop. We deliver the same German-imported craft beers served in our restaurants directly to your home!
【Click here for the Schmatz online shop】
*This article was created based on staff interviews (conducted in 2025).
