Nespresso: branding the "Ultimate Coffee Experience"

Susie Khamis

Nespresso: branding the "Ultimate Coffee Experience"

Susie Khamis

Department of Media, Music, Communication and Cultural Studies

Research output: Contribution to journal › Article › peer-review

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Abstract

In December 2010, Nespresso, the world’s leading brand of premium-portioned coffee, opened a flagship “boutique” in Sydney’s Pitt Street Mall. This was Nespresso’s fifth boutique opening of 2010, after Brussels, Miami, Soho, and Munich. The Sydney debut coincided with the mall’s upmarket redevelopment, which explains Nespresso’s arrival in the city: strategic geographic expansion is key to the brand’s growth. Rather than panoramic ubiquity, a retail option favoured by brands like McDonalds, KFC and Starbucks, Nespresso opts for iconic, prestigious locations. This strategy has been highly successful: since 2000 Nespresso has recorded year-on-year per annum growth of 30 per cent. This has been achieved, moreover, despite a global financial downturn and an international coffee market replete with brand variety. In turn, Nespresso marks an evolution in the coffee market over the last decade.

Original language	English
Pages (from-to)	1-11
Number of pages	11
Journal	M/C journal
Volume	15
Issue number	2
Publication status	Published - 2012

Bibliographical note

Copyright The Author/s. Version archived for private and non-commercial use with the permission of the author and the publisher. For further reproduction rights please contact the publisher at http://www.media-culture.org.au/

Access to Document

Publisher version (open access)Final published version, 464 KBLicence: Unspecified

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Cite this

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author = "Susie Khamis",

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AB - In December 2010, Nespresso, the world’s leading brand of premium-portioned coffee, opened a flagship “boutique” in Sydney’s Pitt Street Mall. This was Nespresso’s fifth boutique opening of 2010, after Brussels, Miami, Soho, and Munich. The Sydney debut coincided with the mall’s upmarket redevelopment, which explains Nespresso’s arrival in the city: strategic geographic expansion is key to the brand’s growth. Rather than panoramic ubiquity, a retail option favoured by brands like McDonalds, KFC and Starbucks, Nespresso opts for iconic, prestigious locations. This strategy has been highly successful: since 2000 Nespresso has recorded year-on-year per annum growth of 30 per cent. This has been achieved, moreover, despite a global financial downturn and an international coffee market replete with brand variety. In turn, Nespresso marks an evolution in the coffee market over the last decade.

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