Nespresso opens cafe concept

Capsule coffee brand Nespresso has opened a global pilot cafe concept in Vienna, Austria.

The cafe, located in the Mariahilferstrasse, is part of a joint venture with ‘super premium food caterer’ Do&Co. This new cafe boutique concept combines a premium coffee shop and take-away service with the Nespresso Cube, an automated retail solution for the convenient purchasing of Nespresso coffee sleeves, bringing an exclusive and personalised luxury experience to consumers.

“The Nespresso Cafe is the latest in our pipeline of retail and service innovations. It is a true embodiment of our brand. Not only can consumers indulge in the Nespresso experience, they will also be able to purchase our Grand Cru coffees through our automated boutique, the Nespresso Cube,” said Jean-Marc Duvoisin, CEO of Nestle Nespresso SA.

“Our partnership with Do&Co is highly complementary in terms of their expertise in providing super premium food expertise to enrich the experience.”

Nestle says the Nespresso Cafe offers coffee lovers the opportunity to enjoy the Nespresso experience at their own pace. Combining aesthetic design with high-end technology, the cafe features high quality materials with elegant lighting and soft music to provide a refined and relaxing atmosphere.

Consumers can taste Nespresso Grand Cru coffees and a range of over 20 permanent and seasonal coffee recipes prepared by baristas, who will also be on hand to share their knowledge of Nespresso highest quality coffees.

Consumers can also dine on savoury and sweet premium delicacies, including salads, macaroons and pastries, specially created for the Nespresso Cafe and tailored to each time of the day.

The Nespresso Cafe also proposes its food and beverage options as takeaway to cater to Nespresso consumers’ busy lifestyles and the desire to enjoy their favourite Nespresso coffee moment while on the go.

It features the company’s newest retail innovation: an integrated Nespresso Cube, the first in Austria. The Cube, already implemented in five other countries in 2013 and 2014, is an automated boutique that offers the brand’s 23 Grand Cru or Limited Edition coffees and prepares any personalised multi-product order in a matter of seconds thanks to an advanced, robotised order-picking system.

The Nespresso Cube contains up to 48,000 capsules, or 4800 sleeves, of all the Nespresso Grand Cru coffees and can service two customers at the same time. Club Members can purchase the capsules using their Nespresso Club card, other consumers can use their credit card.

As part of Nestle’s sustainability commitment, the cafe accepts used capsules for recycling. In a statement, Nestle said the Nespresso Cafe “embodies the company’s latest step in introducing new innovative services tailored to contemporary living and shopping preferences, and satisfying consumer desire for convenience and choice while at the same time providing exceptional premium experiences”.


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