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How did Nespresso change how people enjoy espresso?

Every espresso is a tiny energizing cup of concentrated coffee. Its concentration of caffeine can only be paralleled by chewing a fine grind. Espresso is also probably the only kind of coffee whose preparation depends heavily on the machine.

Dedicated espresso machines, and in effect, the espresso coffee, have existed since the nineteenth century. The first patent for such a machine was filed by an Italian (obviously), Angelo Moriondo, in 1884. The design was perfected by Luigi Bezzera in 1902, making it suited for pulling one cup at a time.

CAPTION: The production sketch of the Espresso Machine, by Angelo Moriondo, approved by patent authorities on May 16, 1884.

Now we, move to the twentieth century. When man was on the conquest for the moon, the espresso machine was being perfected, and compacted in an effort to bring the espresso experience within the confines of a domestic kitchen. Success came in the form of Nespresso machines, which have continued to lead the markets ever since.

First Nespresso machine designs were tested and made ready for the markets in the 1980s. A system of four coffee varieties was designed, namely, Capriccio, Cosi, Decaffeinato and Bolero. Interestingly, it wasn’t until 1990 that the Nespresso entered household kitchens of Switzerland, with Tumix machines, being limited to office coffee bean priorly.

In the following years, as the brand expanded to United States and France (where it still enjoys the most popularity), it became clear that Nespresso wasn’t going to be just another coffee maker brand. The reason was exemplified in the form of the first “Nespresso Clubs”.

Members of these clubs are given the benefits of a robust customer care phone channel, same day delivery, and capsule recycling options, among other features.  

Nespresso promotes the membership heavily, today mostly through the online website that has been functioning since 1995, and servicing online capsule orders since 1998.

From as early as 1991 in Switzerland,  Nespresso started offering recycling services, in the form of collection points. to the club members, in an effort to reduce the waste generated by the one-time utility of the capsules.

Last year the company launched a new effort, by partnering with the already running council-based schemes in the UK, to make it easier for consumers to recycle their capsules.

Initial brand awareness and growth was derived from Member-get-member offers that gave discounts for new referrals and privileges to referees. With this consumer driven sales promotion model, Nespresso machines soon began featuring in the list of possessions socially  compulsory for living the ideal 90s high life.

Part of the company’s success comes from the fact that it licenses to machine manufacturers. In this way, the manufacturers, like Krups or Magimix, share the production and sale responsibility. This means that Nespresso could focus more on selling coffee and building customer relationship.

It is obvious that Nespresso sells experience, not just coffee, and like any good coffee, its relation with customers has, and will, take its own sweet time to brew.

Gimoka Coffee offers Nespresso compatible capsules that have authentic italian taste, with benefits like same day shipping and free delivery.


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