History
The Nespresso story began over 27 years ago
with a simple but revolutionary idea: enable anyone to create the perfect cup
of espresso coffee just like skilled baristas, but in your little environment.
The Nespresso concept has redefined and
revolutionised the way millions of people enjoy their espresso coffee today. It
has shaped the global coffee culture. Thanks to continuous innovations and
highest quality, Nespresso has evolved from being the
pioneer and trendsetter for portioned coffee into a worldwide reference. Let’s
go back to the start of this amazing journey!
In 1986, Nestlé Group founded the
company Nespresso SA. It was inspired by Luiggi Bezzera’s original espresso coffee
concept. It developed a revolutionary system of portioned, encapsulated coffee
and dedicated machines that interact to deliver what was expected to be a
perfect coffee. But only four initial coffee
varieties included Capriccio, Cosi, Decaffeinato and Bolero (now
known as Volluto) were offered. And the first two machines offered (the
C100 and C1100) are designed to resemble mini espresso machines that people
were used to seeing and enjoying at cafés and restaurants.
In 1989, Nespresso first tested the Nespresso system in the Swiss household market with Turmix as machine partner.
In 1991, Nespresso SA takes a huge turning point deciding to produce their own machines exclusively with Eugster, which becomes their exclusive producer. Within the same year, Nespresso enters the markets of France and the United States marking their first major expansion.
In 1989, Nespresso first tested the Nespresso system in the Swiss household market with Turmix as machine partner.
In 1991, Nespresso SA takes a huge turning point deciding to produce their own machines exclusively with Eugster, which becomes their exclusive producer. Within the same year, Nespresso enters the markets of France and the United States marking their first major expansion.
In 1993, Toscana (now Arpeggio) becomes the sixth Nespresso coffee variety after Roma.
In 1996, the first Internet site is created to offer a platform to promote Nespresso coffee expertise and products, and the company also launched their new generation of machines The C250/554 machine with automatic features and a new thermobloc.
In 1998, Nespresso understood the impact of the Internet and the future business opportunities. Therefore, they decided to enable direct on-line ordering, free shipping of minimum capsule orders, and expanded promotion of products.
In
1999, Nespresso entered the professional markets by creating and lauching
professional coffee machines dedicated to offices and food sectors.
In
2000, with its main concern of creating an iconic global brand: Nespresso
created the now famous “N” squared that gives this idea of a very easy
recognizable monogram. A new “shop-in-shop” merchandising concept is introduced in strategic
retail outlets to offer heightened brand exposure.
In 2001, the company’s launch of the first limited edition Grand Cru along with the launch of the « Concept» machine with new ergonomic design and revolutionary open jaw system, generate both record sales.
In 2003, the Nespresso AAA Sustainable Quality Program
is launched, in collaboration with the NGO The Rainforest Alliance to help
build the company’s good environmentally concerned image.
In 2004, the launch of the “ESSENZA”
machine in a range of fashion colours is a huge turning point to reach great
market expansion. The machine marks another design breakthrough and a new
compact line of micro-brewing machines.
In the same year of 2004, Nespresso also launched the Lungo coffee range, together with milk and iced coffee specialty recipes that are introduced. Nespresso also opened the first Nespresso Boutique Bar is opened in Munich as a new retail concept that is later extended to New York City and beyond to become what we all recognize today as Nespresso stores.
In 2006, George Clooney becomes the global Nespresso brand ambassador and stars in the first of a series of celebrity publicity campaigns.
In 2007, the first Nespresso flagship boutique opens in Paris on the prestigious Champs-Elysees.
In the same year of 2004, Nespresso also launched the Lungo coffee range, together with milk and iced coffee specialty recipes that are introduced. Nespresso also opened the first Nespresso Boutique Bar is opened in Munich as a new retail concept that is later extended to New York City and beyond to become what we all recognize today as Nespresso stores.
In 2006, George Clooney becomes the global Nespresso brand ambassador and stars in the first of a series of celebrity publicity campaigns.
In 2007, the first Nespresso flagship boutique opens in Paris on the prestigious Champs-Elysees.
In 2008, Nestlé Nespresso SA achieves more than CHF 2
billion in revenue. But a stretching strategy is also developed to shape global
coffee culture. Indeed, Gourmet chocolates are developed to accompany Nespresso coffees.
In 2009, inspired by urban mobility
in its design and advanced functionality, CitiZ is launched as the first full
range of Nespresso machines.
In 2010, Nestlé Nespresso SA moves
into new international headquarters in Lausanne, Switzerland and surpasses CHF
3 billion in revenue. Within the same year, the 200th
boutique is
opened in Shanghai, China.
In 2012, the opening of a first Boutique Bar in San Francisco marks Nespresso expansion to the US West Coast, also brings the question of future Nespresso Bars everywhere.
In 2012, the opening of a first Boutique Bar in San Francisco marks Nespresso expansion to the US West Coast, also brings the question of future Nespresso Bars everywhere.
Business Philosophy
Nespresso has revolutionized the way of preparing coffee. Indeed, the whole Nespresso experience is about delivering the ultimate coffee experience for each one of its clients at any moments of coffee consumption.
At the heart of this concept is the unique Nespresso trilogy: the now iconic capsules with the large variety of Grand Cru coffees, the state-of-the-art but still easy-to-use and nice looking coffee machines, and the Nespresso Club which offers what seems to be a unique personal service.
Nespresso has revolutionized the way of preparing coffee. Indeed, the whole Nespresso experience is about delivering the ultimate coffee experience for each one of its clients at any moments of coffee consumption.
At the heart of this concept is the unique Nespresso trilogy: the now iconic capsules with the large variety of Grand Cru coffees, the state-of-the-art but still easy-to-use and nice looking coffee machines, and the Nespresso Club which offers what seems to be a unique personal service.
You become automatically a member of the exclusive Nespresso Club once you purchase your first Nespresso machine. Membership is of course absolutely free.
The Nespresso club offers you a range of exclusive services, including the simplest possible way for you to obtain your supply of capsules. Nespresso aim is to build a special relationship with you. The Nespresso Club is entirely dedicated to each of its members, and is easily and quickly contacted twenty-four hours per day and seven days per week.
A Nespresso Coffee Specialist will give you personal attention and advise. Through the club, you can easily order your new capsules 24/7 via phone, fax or mail.
C.E
Sources:
http://www.swissespresso.com
http://www.scoop.it/t/nespresso
http://www.nestle-nespresso.com
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