We’re excited to introduce you to the always interesting and insightful JIANTAN (Jerry) LIN. We hope you’ll enjoy our conversation with JIANTAN (Jerry) below.

JIANTAN (Jerry), appreciate you joining us today. We’d love to go back in time and hear the story of how you came up with the name of your brand?

The name of our brand really is homage to the traditional Japanese way of making crepes. The ‘T’ in our name refers to the shape of the T-shape wooden crepe spreader used to prepare crepes. This ‘T’ needs to be ‘swirled’ around in a circular motion to spread the batter evenly. T-Swirl literally is the act of making a Japanese Crepe!

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

As a Chinese American immigrant, I first came to the US back in 2000 and found a very first job working on the line at a hibachi restaurant for a decade, and after failing with my very first yogurt business, I went back to the drawing board to figure out a new business idea that would set me apart from other businesses while resonating with American eaters. I wanted to find a concept that I wouldn’t be late to the game for. I started searching for a new idea, something new that I could bring to the U.S. market. I love Japanese culture and cuisine, and I found Japanese crepes at that moment.

I was surprised to learn that it was as popular as sushi and ramen in Japan, but it wasn’t well-known in the US. I realized that it might be a good opportunity to introduce Japanese Crepes to the American market. I started researching Japanese crepes with my partner, collaborated with French chefs, and worked on my recipe.
Inspired by French crepes, Japanese crepes are unique for two main reasons: they are made with rice flour rather than wheat flour. Some Japanese crepes are soft. My recipe makes ours crunchy. The consistency of the crepes at T-swirl, that crunchy outside, soft inside experience, is what differentiates the crepes here from other Asian creperies.
When I started T-Swirl In 2014, most people in the U.S. didn’t know about Japanese crepes, despite their popularity in Japan and Taiwan. Exposure has been the biggest favor in getting people to know and love T-Swirl and now, what started as one shop in Flushing, Queens has grown to 33 locations! T-Swirl has served over 100 million Japanese crepes nationwide.

As an entrepreneur, my journey with T-Swirl Crepe has been filled with both challenges and rewards. When we first launched, one of the biggest challenges we faced was educating the American customer to the concept of Japanese crepes, which was not the same as French crepes.
In 2015, we began franchising the T-Swirl Crepe model by partnering with passionate individuals who shared our vision of bringing T-Swirl Crepe to more people across America. The COVID-19 pandemic presented perhaps the most difficult challenge that we have faced as a business. I am incredibly grateful for the sense of camaraderie that emerged amongst everyone in the T-Swirl Crepe family – all of our franchisees and everyone here at the headquarters as we worked together to keep our business going. We were able to pivot towards delivery and takeout options, and our customers turned into advocates for the brand due to our commitment to providing healthy and fresh ingredients.
Throughout all of these challenges, I have been humbled by the dedication and passion of everyone involved in T-Swirl Crepe – from our franchisees to our customers. I am grateful for the opportunity to have built a business that brings people joy and satisfaction, and I am excited to see what the future holds for T-Swirl Crepe.

Our first franchisee location opened in Houston, TX in 2015, marking a significant milestone for our brand. Until then, T-Swirl was a NYC brand. This expansion brought us out of our comfort zone and challenged us with cross-country logistics, training, and travel requirements as we learned for the first time a new operating model. Fast forward to the tail end of the pandemic, despite the many other dining options available, we were humbled to see that our customers continued to choose T-Swirl and advocate us to others. This confirmed to us that our secret sauce is not just the food, but also our philosophy associated with customer service and the unwavering dedication of the T-Swirl family. We must be doing something right! With this renewed sense of purpose and momentum, we are excited to aggressively expand our footprint across the country and bring the joy of T-Swirl to even more customers.

Where do you think you get most of your clients from?

As the owner of a crepe business, the best source of new clients has been a combination of strategic marketing efforts and positive word-of-mouth referrals. Here are the key factors that have contributed to the success in acquiring new clients:

1. Social Media Presence: Maintaining an active and engaging presence on social media platforms, such as Instagram, Facebook, and Twitter, has been instrumental in reaching a wider audience. We regularly post high-quality images of our delicious crepes, share customer testimonials, and announce special promotions or events to attract new customers.

2. Local Events and Festivals: Participating in local events, food festivals, and community gatherings has provided excellent exposure for our crepe business. These events allow us to showcase our products to a diverse and interested audience, and we often convert event attendees into loyal customers.

3. Online Reviews and Ratings: Positive online reviews on platforms like Google, and Yelp have significantly impacted our business. Satisfied customers leave reviews, which act as social proof and encourage others to try our crepes. We prioritize excellent customer service to increase the likelihood of positive reviews.

4. Collaborations and Partnerships: Collaborating with other businesses and influencers has helped us tap into their existing customer base. For instance, partnering with il-Laboratoria Gelato and Soft-Drink Moshi companies to cross-promote each other’s products has been beneficial.

5. Targeted Advertising: Utilizing targeted online advertising, such as Google Ads or Facebook Ads, has allowed us to reach potential customers within a specific geographic area and demographics, increasing the chances of conversion.

6. Loyalty Programs: Implementing a loyalty program has been an effective way to retain existing customers while also encouraging repeat business. Rewarding customers with discounts or free items after a certain number of purchases helps build customer loyalty.

Do you have any insights you can share related to maintaining high team morale?

Managing a team and maintaining high morale in a restaurant environment is crucial for fostering a positive work culture and ensuring the success of the establishment. Here are some key pieces of advice to achieve this:

1. Lead by Example: As a manager, your behavior and attitude set the tone for the entire team. Be a role model by demonstrating professionalism, respect, and a strong work ethic. Show genuine passion for the restaurant’s success and the well-being of your team.

2. Clear Communication: Effective communication is essential for a well-functioning team. Clearly convey expectations, responsibilities, and goals. Encourage open dialogue and actively listen to your team members’ concerns and suggestions. Regularly hold team meetings to ensure everyone is on the same page.

3. Recognize and Reward Achievements: Acknowledge and appreciate your team members’ hard work and accomplishments. Celebrate individual and team successes, whether it’s reaching sales targets, handling difficult situations well, or providing exceptional customer service.

4. Create a Supportive Environment: Foster a positive and supportive work atmosphere where team members feel comfortable expressing themselves and supporting each other. Encourage collaboration and discourage toxic behaviors or negativity.

5. Address Concerns Promptly: If any issues arise within the team, address them promptly and professionally. Listen to both sides of the story, if necessary, and take appropriate action to resolve conflicts.

6. Team-building Activities: Organize team-building activities outside of work to strengthen relationships among team members. It can be anything from team dinners to fun outings or team sports.

7. Lead Through Challenges: During challenging times, such as busy periods or unexpected problems, stay calm and composed. Offer support and assistance to your team members to help them navigate through these situations successfully.

Contact Info:

• Website: www.t-swirlcrepe.com
• Instagram: https://www.instagram.com/tswirlcrepe/
• Facebook: https://www.facebook.com/tswirlcrepeofficial
• Yelp: https://biz.yelp.com/home/PNMgV-L_ybLnGoxo2w1jvA

Image Credits
Photo by T-swirl Crepe team