NB Grom Centergai is closed
There were lines around the block last Friday — and waits of over an hour — as punters in Shibuya greeted the opening of Grom's latest Tokyo branch. Hardly surprising, since it was giving out servings of its über-premium ice cream for free.
For such a classy operation, Centergai seems like a grungy choice of locations — it's right next to sleazy old GasPanic. But there's no denying there's a lot of colourful foot traffic at all hours of day.
I had better things to do (such as working) than queue up in the rain. So I held off until yesterday...
Although the official hours are 11am-11pm, last night it was still busy at 11:20, with a queue stretching from the counter at the far back almost to the door.
After about 10 minutes I got close enough to the counter to inspect the menu...
As at the other branches (Shinjuku and Harajuku), there's plenty of specialised terminology. And lots of assurances that they use only the finest ingredients — some even made by Slow Food artisans in Italy.
Is Grom the finest ice cream in Tokyo (or even the world)?
Well, it's certainly up there with the most expensive. ¥490 for the smallest serving ('piccolo') — comprising two modest-sized scoops in a diminutive punnet.
You do get to pick two flavors, though. Make that 'Bitter Chocolate' and 'Extra Bitter Chocolate' for me, please...
Is it worth the wait and outlay?
Well, let's just say that — in terms of flavour and pleasure — Grom is undoubtedly an anagram for org(as)m.
Grom's home page...
Map link...
Update: As of late 2011, this Centergai branch of Grom closed. At first it seemed temporary, per the note outside, saying there was some kind of problem with the drains. Now even that note has gone and the shop looks firmly shuttered for good.
That means we now have to schlepp over to Grom's Harajuku branch. It's much nicer: larger and more luxurious, with a comfortable lounge area at the back. You'll find it at the top end of Omotesando, opposite the Softbank shop, close to Harajuku Station.
Update (late 2013): the Harajuku branch of Grom has also closed now – it never got much traffic on that side of Omotesando. Which means the only place in Tokyo to get these wonderful gelati is on the ground floor of Marui, in Shinjuku (though there's also a branch in Osaka).
Grom's Japanese website is here…
And there's a map here…
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