TOKYO (AFP) — A Japanese cafe operator has sued a publisher after it got the lowest mark in a critic's ranking of popular chains, officials said Friday.
Chat Noir, which operates 175 Caffe Veloce outlets in Japan, sued major publisher Kodansha, demanding 11 million yen (100,000 dollars) in damages and public advertising of an apology, a Kodansha official said.
The October 2007 issue of "The Weekend for Adults" monthly magazine by Kodansha ranked 11 popular cafe chains in an undercover survey, checking them on drinks, food, atmosphere and convenience.
Caffe Veloce -- known for signboards with wine-red frames or with the catchphrase, "Good coffee brewed here" -- came last, with the accompanying article saying it was sheer luck whether the coffee was any good.
The chain argued that the ranking was based on the subjective judgement of one writer and hurt its brand image, according to media reports.
Chat Noir declined to comment on the litigation. "We would like to refrain from making comment as the case is still pending in court," a company spokesman said.
The magazine's editorial office hit back at the chain, saying in a statement it "not only restricts the freedom to criticise but is also disadvantageous for consumers."
The magazine has a circulation of 140,000 copies, according to the office.
Foreign-origin cafes occupied the top three places with Seattle-based Tully's coming first, followed by Italy's Segafredo Zanetti and then Starbucks.
Undercover surveys of restaurants and cafes have been in vogue in Japan, particularly since France's celebrated Michelin guide launched a Tokyo edition in November, giving the city an unprecedented number of stars.
Nearly all 90,000 copies of the Michelin guide sold out in 48 hours.
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