Nespresso launches a pilot Nespresso Café in Mariahilferstrasse, Vienna, as part of a joint venture with super premium food caterer DO&CO. The new café boutique concept combines a coffee shop and take-away service with the Nespresso Cube, an automated retail solution for the purchasing of Nespresso coffee sleeves.
“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,” says Jean-Marc Duvoisin, CEO of Nestlé Nespresso SA.
The integrated Nespresso Cube is 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.
Additionally at the Nespresso Café, consumers can taste Nespresso Grand Cru coffees and a range of over 20 permanent and seasonal coffee recipes prepared by skilled baristas. A unique selection of edibles especially created for the cafe and tailored to each time of the day is also available.
The café also hosts a collection point for consumers to return their used capsules for recycling. Over 1200 collection points are now available throughout Austria.
Headquartered in Lausanne, Switzerland, Nestlé Nespresso SA operates in 62 countries. Since 2000, Nespresso has opened more than 400 boutiques worldwide. 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.