Customers flock daily to Tenderness Mojiko Koganemura to see its charismatic manager, Mitsuhiko Shiba. His charm and warm service even inspire a fan club, and a comic posted online by employee Mitsuri goes viral. But why is such a handsome man managing a convenience store in Mojiko? One day, Mitsuhiko becomes worried when regular customer Mr. Urata suddenly stops showing up for lunch.

Yoshiro Kiriyama, a cram school teacher who loves Tenderness coffee, has been feeling down after a student complaint. Yoshiro gave up his dream of becoming a manga artist, but he continues to enjoy drawing. When Mitsuhiko praises his art, Yoshiro lashes out and disappears from Moji Port. Mitsuri blames the manager's careless remark, and Mitsuhiko asks Tsugi to help track Yoshiro down...

Mitsuhiko plans a sweets fair after seeing middle schooler Azusa's love for Tenderness sweets. Secretly eating sweets is Azusa's only joy. One day, she meets Nayuta, an isolated classmate who often skips school, and the two become close. But their time together is interrupted when Mizuki, Azusa's childhood friend, the class queen, and a critic of Nayuta, appears and harshly scolds them.

Convenience-store sceptic Takiji Otsuka meets Hikaru Minamikata, an elementary school boy who always eats alone at Tenderness. When Hikaru is teased about his dad not coming to sports day, Takiji declares he'll run in the three-legged race as his grandpa. As they begin training, Junko falls ill. Takiji panics, but with help from Mitsuhiko and Hikaru, her health and their marriage recover.

Kosei spots his mother, Mitsuri, with an unfamiliar man and suspects she's having an affair. With the help of his classmate and fellow Tenderness part-timer, Mifuyu, he secretly follows her. But while Kosei has feelings for Mifuyu, she likes someone else. As Mitsu and Tsugi watch over the teenagers' romance, they offer advice. Meanwhile, Jewel shows up at the store...

When Mitsuhiko's little sister Jewel shows up at Tenderness, a mysterious beauty, Hana Kanzaki, comes looking for him. For some reason, the two women clash. Jewel blames Hana for her brother's lost love, while Hana says she will see him again. Soon after, Jewel, who left home without a word, collapses with a fever. Days later, Hana returns and takes Taro out instead of the absent manager.