Nespresso brings Viennese consumers a new premium coffee shop experience with its pilot Nespresso Café
Distinctive concept includes innovative retail solution for additional consumer convenience
Vienna, AUSTRIA, 28 April 2015 -
- Cross-reference: Pictures are available at
Nespresso, the pioneer and reference for portioned coffee worldwide, has launched today a pilot Nespresso Café in the famous Mariahilferstrasse, as part of a joint venture with super premium food caterer DO&CO. This new café 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 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," said Jean-Marc Duvoisin, CEO of Nestlé 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."
Continuously innovating in the retail and service arena
The Nespresso Café offers coffee lovers the unique opportunity to indulge in the premium Nespresso experience at their own pace. Perfectly combining aesthetic design with high-end technology, the Nespresso Café boasts high quality materials with elegant lighting and soft music to provide a uniquely refined and relaxing atmosphere. Consumers can taste Nespresso Grand Cru coffees and a range of over 20 tantalising permanent and seasonal coffee recipes prepared by skilled baristas, who will also be on hand to share their extensive knowledge of Nespresso highest quality coffees. These are sourced from the 1 to 2% of the best coffees in the world that match our strict quality and aroma profile requirements.
Consumers can also indulge in a unique selection of savoury and sweet premium delicacies, such as salads, macaroons and pastries, specially created for the Nespresso Café and tailored to each time of the day.
The Nespresso Café also proposes its food and beverage options as take-away to cater to Nespresso consumers' busy lifestyles and the desire to enjoy their favourite Nespresso coffee moment while on the go.
A state-of-the-art retail solution
The Nespresso Café also boasts the company's latest retail innovation: an integrated Nespresso Cube, the first in Austria. The Cube, which was successfully 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 personalized multi-product order in a matter of seconds thanks to an advanced, robotized order-picking system.
The Nespresso Cube contains up to 48,000 capsules, or 4,800 sleeves, of all the Nespresso Grand Cru coffees and can service two customers at the same time. While Club Members can purchase the capsules using their Nespresso Club card, all consumers can access the boutique using only a credit card.
As part of our sustainability commitments, a collection point is also available in the Nespresso Café for consumers to return their used capsules for recycling. Over 1200 collection points are now available throughout Austria.
The Nespresso Café 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.
The Nespresso Café will be open 7 days a week (Mon-Fr 7h-20h ; Sat 8h-19h ; Sun 9h-18h).
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Pictures available here ('services' tab):
Corporate PR Manager, Nestlé Nespresso
+41 21 796 92 89
About Nestlé Nespresso SA
Nestlé Nespresso SA is the pioneer and reference for highest-quality portioned premium coffee. Headquartered in Lausanne, Switzerland, Nespresso operates in 62 countries and has more than 10,500 employees. In 2014, it operated a global retail network of over 400 exclusive boutiques. For more information, visit the Nestlé Nespresso corporate website: www.nestle-nespresso.com.
Nespresso retail background
Since 2000, Nespresso has opened more than 400 boutiques worldwide, offering consumers a unique brand and premium coffee experience focused on innovation, convenience and personalisation. Nespresso introduced Self-Selection areas within its boutiques, beginning in 2010, to allow consumers, already familiar with the brand, to shop at their own pace and check-out automatically thanks to RFID (radio-frequency identification) technology. That same year, Nespresso introduced Pick-Up desks to allow time-pressed consumers to conveniently collect pre-ordered products. Besides its boutique network, Nespresso provides 24/7 ordering through its e-commerce platform and its Customer Relationship Centres where customers can order any Nespresso products and get advice from dedicated coffee specialists over the phone.