Nespresso is a well known household name throughout Europe. Much as Starbucks represents coffee in the minds of Americans, Nespresso represents high-quality coffee to most Europeans. The company is well known for superb high-end coffee served both in small cafés and in high-end restaurants.
I wrote about Nespresso in an article covering the transition from barista to a modern coffee making machine, that many restaurants are going through. It looked at the issues around selecting a coffee system able to deliver consistent coffee products that can be produced by any member of a restaurant's staff with the minimum of training.
Situated about half way along Cambridge Street in Cambridge, Nespresso has now opened a swanky new showroom to demonstrate both their machines and their coffee. The first of it's kind in the US, this showroom is designed to allow restaurant owners to sample the coffees and see the various machines in action as they access the potential improvement in consistency and ease of use of Nespresso's offerings.
The décor is very chic, all black and silver, but the showroom is very purposeful and focuses on just the machines and the coffee. The only danger associated with a visit is a serious case of caffeine jitters after sampling one too many of the many varieties of coffee on offer.
I recently spoke with Greg Mandin, area manager, about the Company's philosophy and the role of the new showroom in their sales and marketing approach.
"Nespresso started with mostly residential units in Europe," said Greg. "The coffee and the coffee boutiques have become extremely popular, people can buy both coffee and machines they need at the boutiques. We now have locations throughout Europe."
I asked Greg if the company pursued the same business model in Europe when it came to marketing to restaurants. "In Europe we were mostly focused on the consumer side, but the coffee was so popular that people were asking for it in restaurants and the company needed to address that demand," Greg explained.
Feeling a bit feisty, perhaps from too much caffeine, I pressed Greg on the issue of the way they sell to restaurants. I asked him if their model was really like the "razor, razor blade" idea and was ultimately more focused on selling coffee than providing a complete solution that meet the needs of the restaurateur. "We want people to taste our coffee and to ask for it again and again. Of course we are focused on the coffee, but machines and service are what get the coffee to this market," he replied with a politician's polished response.
Satisfied with his answer and distracted by the brewing of yet another cup, we drank some more and talked about the big advantage of the Nespresso system - consistent results. Like it or not, the major variable in good restaurant coffee is the staff. Some take to making espresso and Cappuccino like they are from a family of baristas and others seem to be incapable of making a good brew no matter how much you train them. Coffee is the last part of the meal and you want it to be good so that your guests go away with a positive view of their overall experience. Modern pod-based coffee systems are literally fool-proof and each cup is exactly the same strength and taste as the last. Given that the coffee is first class and the machines reliable and simple, when compared to one of those steam driven behemoths, this all seems a bit of a no brainer. "It's all about consistency. Each cup looks and tastes the same, time after time," said Greg.
Open for a year and a half, the new showroom services MA and other New England areas. There is a boutique in New York, but the Cambridge showroom is the company's focus for the restaurant trade. Obviously having a show room is pretty unique. "We invite beverage managers, chefs and general managers to come to the showroom, taste the coffee and see for themselves how easy it is to get a consistent cup," Greg said. "They can also see the different machines and get an understanding of what Nespresso is all about."
I had too much coffee, but was unable to resist the superb brews on offer. Whether or not the Nespresso system is for you, it's worth a visit to the showroom to try the coffee and make a comparison with your existing system.
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