New ’café boutique’ unites service and retail under a single roof
At the first-ever Nespresso Café, consumers in Vienna can now enjoy their favourite Nespresso Grands Crus in a premium coffee shop experience. This new ’café boutique’ concept combines a premium coffee shop and take-away service with the Nespresso Cube, a state-of-the-art automated boutique for the convenient purchasing of Nespresso coffee capsules. Opening its doors on April 30th, the Café is being run as part of a joint venture between Nespresso and premium food caterer DO&CO.
The Nespresso Café 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.
Jean-Marc Duvoisin, CEO of Nestlé Nespresso SA
Nespresso Café pilots in iconic coffee-loving cities
The Nespresso Café is being launched as a pilot project on Mariahilfer Strasse in Vienna, one of the city’s most prominent shopping streets. A second café will be opened in London later in the year.
“Vienna has a longstanding tradition and strong culture of coffee drinking and coffee houses, so it is the perfect place to pilot a Nespresso Café. In addition, there is a strong level of awareness and appreciation of the Nespresso brand in Austria. According to a recent study by MindTake Research, Nespresso is the most popular coffee brand in Austria,” said Christophe Cornu, Chief Commercial Officer at Nestlé Nespresso SA
A premium coffee shop experience for Nespresso lovers
The café embodies the Nespresso brand with its aesthetic design and high-end technology. Quality materials, elegant lighting and soft music provide a uniquely refined and relaxing atmosphere.
“We continuously seek to reinvent and enhance our consumers’ coffee experiences and innovate in the service arena,” said Christophe Cornu. “With the Nespresso Café, we wish to provide our consumers with a luxury and pleasant break away from their busy everyday lives. Thanks to our direct relationship with them, we know that they value new innovative services that correspond to their lifestyles and increase the accessibility of our products.”
Consumers can taste a range of over 20 permanent and seasonal coffee recipes. Skilled baristas are on hand to share their extensive knowledge of Nespresso highest quality coffees.
The menu also includes a premium selection of savoury and sweet delicacies, specially created for the Nespresso Café and tailored to each time of the day.
Open seven days a week from morning until early evening, the Nespresso Café also offers its selection of food and beverages as take-away, catering to Nespresso lovers on the go.
State-of-the-art retail solution for added consumer convenience
Offering added consumer convenience, the Nespresso Café features the company’s latest retail innovation: an integrated Nespresso Cube. The first in Austria, the Cube was successfully implemented in five other countries since the end of 2013.
The Nespresso Cube contains up to 48,000 capsules, or 4,800 sleeves, of the brand’s 23 Grand Cru and Limited Edition coffees. It prepares orders in a matter of seconds thanks to an advanced robotic system, and can service two customers simultaneously. While Club Members can purchase their capsules using their Nespresso Club card, all consumers can access the boutique using a credit card.
As part of the Nespresso sustainability commitments, a collection point is also available at the Nespresso Café for consumers to return their used capsules for recycling. Over 1200 collection points are now available throughout Austria.
The Nespresso Café is the company’s latest step in introducing innovative services tailored to contemporary living and shopping preferences. It meets consumer desire for convenience and choice while at the same time providing exceptional premium experiences.
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