Chapter 65

The next morning.

I came to Ken's shop and showed him what I had made.

"Is this... a sign?"

"Yes, it's a simple standing sign for Ken's Confectionery... Just spread it out like this, and hang this rod on the two protrusions, see?"

"Wow."

It's a common A-frame sign from my previous life. The way to unfold and secure it is similar to a stepladder.

The sign has the big, bold letters "Ken's Confectionery" and what looks like an illustration of baked goods—though it might not be very clear—and a simple menu. It also has the prices of some recommended items. I repurposed a piece of wood that I had failed to use for a laundry board. It's good to find a proper use for it.

"But my shop does have a sign, you know? Customers don't come, but it's not like no one knows about it..."

"Too sweet... too sweet, Ken. Sweeter than Mikaberry jam."

"Mikaberry jam!?"

"Take a look, Ken. Your shop does have a sign, sure... hanging on the door."

"Yes."

"...Isn't it a bit small?"

"Is it small...?"

No, it's small. Look at it.

I think I need to explain this, but the sign on the door isn't a big one on top.

It's just a nameplate with the shop name stuck on the door of a windowless tavern.

It's hard to understand, isn't it? It's not like an office...

"The sign I made isn't big either, but it's bigger than that nameplate. That's the first problem."

"But... my pastries are good, right?"

"That's before the pastries reach someone's tongue..."

"I see... that's a way to think about it..."

Well, if you stumble at this level... as a consultant, it's easy to get results, and you're a good customer, but...

"If you put this sign in front of the shop, passersby will notice it. They'll be drawn in and never come back."

"I'll make sure they leave properly."

"No, no, it's fine to have the mindset of keeping customers inside for a long time. You could even offer half-price dandelion tea for the second cup and beyond, making it comfortable for them to stay. When they can't stand the bitter tea anymore, they'll buy a second plate of pastries."

"Mongrel... are you really thinking about my shop...?"

"Hehe, your way of saying it makes it sound like I promised something over drinks, which is a bit shocking... but I'm serious. I advertised at the guild yesterday, and the pastries I brought as souvenirs were well-received. Have confidence, Ken!"

"...Thank you, thank you, Mongrel. Yes, I'll definitely confine customers in my shop!"

That's the spirit, Ken.

Well, let's open the shop right away!

"By the way, Mongrel, what's with the cleaning tools?"

"Oh, I'm doing urban cleaning in the morning."

"...Thank you for your hard work."

"No, no. Oh, I'll focus on the area near your shop."

"Hehe, that's nice. Thank you."

So, Ken's shop started for the day.

But, of course, customers wouldn't come in the morning.

Everyone has work. Ken seems to understand this, so in the early morning, he delivers cookies he made in bulk to other shops.

When he does this, he flips the sign hanging on the door to say "Currently Delivering," but... the shop name doesn't show. This makes the shop's presence completely disappear. No wonder it lacks presence. Ken, you should make separate signs for open and closed...

"No customers, huh..."

"It's still noon, Ken. Don't worry, customers will come at this time."

"Midday... if they don't come now, it's going to be tough."

In this world, pastries are considered almost like a main dish. Something to eat instead of a meal. Considering the calories, it makes sense. Dessert after a meal is a rare culture.

In that sense, Ken's shop is special, but the pastries are genuinely delicious. People with a taste for it will come...

"Is this really the place...? Oh, Mongrel-senpai."

"Hey, Artemis and company."

"...I would have missed it if it weren't for that sign."

"Hey, Mongrel, good afternoon."

The ones who came to the shop were Artemis, Rina, Ulrika, and Shina. There are a few less than usual.

"Today we were giving archery lessons in the noble district. On the way back, we decided to stop by... Oh, is this seat okay, Mongrel-senpai?"

"Sure. I was worried if the ones I introduced wouldn't come. I'm glad you're here."

"Oh, you're drinking something black."

"It's dandelion tea. It's like roasted barley tea in flavor. It's good for the stomach."

"Wow, it looks delicious."

The shop becomes lively when customers come. Especially with Artemis and company. A pastry shop should have this kind of atmosphere.

"Welcome. Are you friends of Mongrel?"

"Yes, we're guildmates. I had the Fertility Cookie here yesterday. It was delicious, so I thought I'd order again today."

"Hehe, that's great."

"Hmm..."

"Rina, laughing is rude."

"? Oh, the dandelion tea goes well with the pastries. Would you like to try it?"

"Then I'll have one of each, please."

"Sure, I'll get them for you."

Ken went back to the kitchen in high spirits. He looks happy. It must be the first time in a while he's had customers.

...Still, Rina, did you find Ken's laugh funny? You have a strange sense of humor.

"Wow, a pastry shop... It's not what I imagined... It's..."

"Yes, I know..."

After a while, the pastries and dandelion coffee arrived.

The glossy Florentine and the rich dandelion coffee. They're not bad. They're not cheap, but I don't think you can get this quality at this price.

"Here you go. ...Since you're friends of Mongrel, there's no point in hiding it. Not many customers come to my shop... If you notice anything, please don't hesitate to tell me."

"Sure, sure, let's talk about it after you eat, Ken."

"Oh, right. Please enjoy..."

The three of them picked up the Florentine on their plates and started eating it with a crunch.

"Mmm!"

"Delicious!"

"...Yeah."

Even Shina, who usually has a stern face, relaxed her expression. Pastries are amazing.

Personally, I wish it had almond slices instead of sunflower seeds... but that's being picky. This is delicious. Maybe this is the taste of Sangreale...

"...You said to speak freely. Ken, can I ask something that's been bothering me?"

"Sure, go ahead."

"I appreciate your feedback. I've decided to make this shop the best pastry shop in Regal with Ken."

"Really, senpai?"

"Of course, it's a joke... probably."

Shina drank the dandelion coffee and, looking a bit hesitant, spoke again.

"...Why is the interior of this shop so bare, with only plain round tables and chairs?"

Hmm. Now that you mention it, the shop is indeed just tables and chairs. There's no counter seating, and the counter is used as a shelf for nuts and ingredients.

There are no decorations, wall hangings, or rugs. It's a completely plain and odorless room.

Once you start thinking about it, it might be noticeable.

"I prioritized materials and cooking tools over interior decorations..."

"There's a limit to that... Even if the food is delicious, customers won't want to stay long..."

"But my pastries are the best in Regal..."

"You're giving off a terrifying confidence as if it's a given... You should also consider the comfort of the interior."

"Ah, I see. It's barren."

"It's even emptier than a cheap tavern..."

I see... Shina has a point.

I don't mind a single counter seat where I can focus on the food, and I'd even welcome it if it cuts costs... I didn't think about it because I thought it was fine to just stuff customers inside.

"Hmm, the interior... I'll choose dust-resistant materials and do it well... Anything else?"

"The sign is too hard to understand. Wouldn't it be better to put a bigger one on the building?"

"You've been told that, Mongrel..."

"No, it's Ken's sign. I'm talking about the one on the door."

"Is it no good!?"

"Yeah, probably no good."

Thinking back, I only remember entering the shop when I met Ken by chance while he was out delivering. Otherwise, it felt like the shop didn't exist...

Well, if the shop name isn't visible, it's like the shop itself isn't there.

"Anyway, if you pay attention to that, it should improve a bit. ...Next time, I'll bring the ones who couldn't come today. Try to make the shop more comfortable."

"Delicious! We'll come again!"

"Sure, it would go well with alcohol too."

With that, the three of them left. They even bought Florentine to go, so the sales were decent.

Of course, we can't be satisfied with just one group of customers.

We need to provide feedback on today's issues and improve for tomorrow!

"Excuse me... Oh, Mongrel?"

"Oh, it's Elena. Ken, another customer!"

"Really! Hehe, it's getting busy already... Thank you, Mongrel!"

"That's good. I can get cheap tea here. Let's work on the shop's ambiance from tomorrow, Ken."

"Of course!"

Just as I thought Artemis and company had left, the guild girls arrived. They must be trying this place during their lunch break. The Florentine from yesterday must have been effective.

...The feeling when customers are eating and when they leave is also good.

It seems the shop has the potential to succeed, even if it wasn't recognized before. That's good.

It's a relief that I didn't mess things up with my inexperienced consulting.

I'll try to visit this shop more often.

And someday, I'll get them to stock whiskey and enjoy it with the sweets... Will they stock it? Alcohol might be a bit much... I'll try asking next time just in case.

About ten days later, Ken's pastry shop started to thrive.

With the bold investment in furniture using the day's earnings, the shop's interior quickly became luxurious, and the previously bare, unpaid-for look was gone.

Now, the shop is so busy that they even had to open the counter area, which was used for storage, and they hired a young person to help with deliveries and serving.

It's like a grand reopening, but it was just that the shop wasn't known. Advertising and promotion really can't be underestimated.

"Hey, Ken."

"Ah, Mongrel, how do you do? We only have counter seats, is that okay?"

"It's lively... Sure, can I have a slice of Mikaberry jam tart and some dandelion tea?"

"Sure. Oh, that corner is reserved, so please sit next to it."

The shop is indeed getting more female customers. Idle ladies and well-paid young ladies. There are even men who choose this shop to attract such women.

Seeing the customer base, I realize how important the interior is.

Hmm, I'd like to run a pastry shop or a café like this in my old age...

But I don't want it to be busy and stressful, so I'd hire about five staff.

I'd sit at the counter, drink coffee, and polish glasses.

"Welcome... Oh, a reservation?"

"Excuse me. Wow, this is the place..."

"Your seat is this way, please."

"Um... the chair is high, I don't like it... Oh, there we go... Phew."

The new customer is a slightly well-dressed middle-aged man.

He's short and a bit overweight, with a bald head, but he has an air of a guild leader or something.

"I've heard about the popular one... the Fertility Cookie. And I'll have the roasted barley cream on top."

"Sure, please wait a moment."

Now all the seats are full. It's really become a popular shop.

Handling cream... it must be fun to be able to make more things with the increased budget.

Someday, I'll have them make pudding here.

I'll need to ask the farmers to increase egg production. The possibilities are endless...

"Ken, can I have some nut candies?"

"Ooh, they look delicious... I'll have the same."

"Sure! Please wait a moment!"

When a shop becomes popular, you want to increase the customer turnover, Ken.

But I won't allow that. Since I'm here, I'll make you give me at least three cups of half-price dandelion tea...!

I'll stick around as long as I can with cheap bean snacks...!