Lessons from Nestlé’s Coffee Break - Article on Single Serve Coffee
Image from the Financial Times
We think you'll enjoy this interesting article on Nespresso at the Financial Times. We also think you'd like to know we got quoted in the article about the cost of single serve coffee. Not too shabby for the New Year being only 4 days old.
The trick is to make such goods alluring and to set a price that is steep but affordable. UK newspaper executives sometimes moan that consumers refuse to pay 50p for a newspaper when they spend £2 on a coffee at Starbucks, but a newspaper is not the same thing as a Starbucks espresso. A shot of Nespresso – essentially – is the same.
“People can have their own coffee shop at home. They save because, even though it is more expensive than drip coffee, it is still a third of the price of Starbucks,” says Jay Brewer, founder of singleservecoffee.com, a website devoted entirely to, well, you get the idea.
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Posted by Jay Brewer at January 4, 2008 9:22 AM