As flagged earlier this week, Nestlé’s Nespresso brand has entered the on-the-go coffee market in the UK by opening a new concept titled ‘The Nespresso Bar’. The site on Old Broad Street is close to Liverpool Street Station, a busy commuter hub in central London.
Nespresso stated that the opening marked a strategic move for the brand, which currently offers two at-home coffee systems, Vertuo and Original. With 80% of coffee drinkers visiting a coffee shop at least once a week in the UK, and over 12.8 billion cups of coffee consumed outside the home last year, the Nespresso Bar offers a “new way for coffee lovers to engage with the brand”.
Nespresso blends will be offered in a variety of hot and cold formats, including Latte, Cappuccino and Americano.
Anna Lundstrom, CEO at Nespresso UK & ROI, said: “The on-the-go coffee experience is now an intrinsic part of the UK community, with 11 million of us visiting coffee shops across the country every day. The Nespresso Bar represents an exciting opportunity to reach new customers in a new way; with an elevated customer experience combined with the joy of coffee discovery.”
NAM Implications:
- The obvious questions being:
- “How long before roll-out?”
- Then “How far could it go?”
