MICRONUTRIENT ENRICHED: Nestlé aims to provide 200 billion servings of fortified foods by 2016.
Nespresso Accelerates US Expansion with New Boutique in San Francisco
To meet the fast-rising demand for its premium coffee capsules and advanced coffee machines, Nespresso is opening its first boutique on the west coast of the United States, in San Francisco.
Nespresso is rapidly expanding its customer base in the US as more and more discerning coffee drinkers discover its coffee, sourced from only the highest quality beans in the top 1-2% of the world’s supply.
There are currently more than 300 Nespresso boutiques worldwide where coffee connoisseurs can sample the brand’s extensive collection of high-quality coffees and buy capsules, machines and a range of accessories to help them brew the best coffee at home.
The new San Francisco boutique is Nespresso’s fifth in the US. A sixth will open in Los Angeles later this year.
“The United States is experiencing a coffee renaissance, particularly in the single-serve market,” said Patrice Bula, Nestlé Executive Vice President and Chairman of Nespresso, at the opening of the boutique in San Francisco.
“Nespresso has been revolutionizing the coffee experience in Europe and we’re now accelerating our expansion in the US, so more coffee-lovers can enjoy our unique, high-quality offering.
“The Nespresso brand is not simply about exceptional coffee. It combines the finest-quality beans with the most advanced machine technology and a personalized service to offer consumers the perfect cup.”
The Nespresso boutique in San Francisco has baristas and coffee experts on hand at all times to answer consumers’ questions.
Private consultations can be arranged to help consumers decide which coffees best suit their tastes.
“What’s happening to coffee today is much like what happened to wine in the 1980s,” Mr. Bula continued.
“Back then, few people knew much about wine, but today many are more discerning about the quality of the wine they drink.
“We see the same thing happening with coffee today. More and more consumers are looking for the superior coffee experience at home that Nespresso provides with its unique systems.”
The new Nespresso boutique in San Francisco is located in the city’s Union Square, an area famous for its fine dining, art galleries, and high-end boutiques and chic hotels.
It was designed by Italian architect Aldo Parisotto and brand consultancy Futurebrand and features furniture from Danish design company Fritz Hansen.
Consumers can enjoy a cup of one of Nespresso’s 16 premium ‘Grand Cru’ coffees, or choose a light breakfast, lunch or dinner from a menu of dishes made primarily with locally-sourced ingredients.
They can use the boutique’s ‘iPad bar’ to go online to learn more about Nespresso, or visit the ‘discovery ring’ to find out more about the brand’s wide range of machines and accessories.
There is also a ‘self selection’ room for Nespresso club members to scan and purchase goods by themselves, as well as an area to drop off used coffee capsules for recycling.
Nespresso has continued to grow since it was launched by Nestlé over a quarter of a century ago. Today, it is the industry reference for premium portioned coffee.
The company operates in more than 50 countries and has more than 7,000 employees. Its headquarters are in Lausanne, Switzerland.