Starbucks reinvented the coffee shop and is covering the whole world with its successful ventures. Another company is now aggressively targeting other untapped locations were coffee is consumed. This company is Nespresso and already showed impressive growth providing coffee to small and medium size corporations as well as to individuals. While strolling around in Paris, I encountered one of their shop targeted to individuals. Everything is done to make the experience feel like a luxury one. The design of the machines is very well finished and their usage is a breeze. The staff wears suits and stands being neatly decorated desks. Change the product and this could be a Louis Vuitton shop.
If we move to Hong Kong, Nespresso does not have its own shop and is selling its machines mainly through high-end supermarkets (on top of aggressively developing its business segment). With most people in Hong Kong heading outside of their apartments for meals, especially breakfast, the approach of focusing on business, while developing some kind of exposure through supermarket chains should show great results. It is great to see a company doing its homework.
Starbucks could have brought great coffee experience outside of its stores, but it seems that another coffee company identified this great opportunity first and developed a very compelling experience to grow this under-developed market.
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