Nespresso promotes memorable consumer experiences and advances local circularity projects for sustainability

Nespresso Romania takes coffee consumption to the premium zone by offering exceptional coffees, coffee subscriptions, espresso machines, masterclass sessions, and proudly accompanies fine dining experiences created by strategic partners and top Chefs. All of these things are done with care and concern for the environment, with a carbon-neutral footprint and an acceleration of sustainability plans through local circularity projects, refurbishing used espresso machines.

Nespresso is known worldwide, in part due to its unique direct-to-consumer business model, being one of the few, if not the only, coffee brands that distributes through its own network of stores and its own e-commerce channels: website and application.

“This direct-to-consumer model ensures high customer satisfaction, as the relationships we build with them are exceptionally strong and personalized. For nearly eight years, we have been proud to achieve some of the highest scores in Romania regarding our customers’ intention to recommend Nespresso products and services, consistently ranging between 83% and 86% – an exceptional score for any player in the luxury products or services industry”, says Ana-Maria Doxan, Business Executive Officer at Nespresso Romania, Nestlé Romania.

We get closer to consumers through memorable experiences: The year 2023 brought two important launches, both in the home consumption range and the Professional range. For the Vertuo and Original systems, Nespresso has just introduced Reviving Origins varieties to the local market. Coffee lovers can now taste the unique coffees from Cuba, Colombia, and Uganda starting this month. Through the Reviving Origins program, Nespresso rewrites the story of exceptional coffees from areas affected by climate or social changes. For the Professional range, the brand launched the Exclusive Selection range this year. The Exclusive Selection varieties come from unknown or unexplored terroirs in Nepal or the Galapagos, offering a memorable experience and a unique opportunity to tell stories about very unconventional methods of harvesting and processing coffee plants.

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One of the most significant achievements this year on the local market is the expansion of the Nespresso store chain by transforming the Timișoara point of sale into a Boutique, offering a complete experience to coffee lovers, as well as the opening of the first store in Iași and the upcoming opening of the first store in Constanța.

“First and foremost, we have created coffee or espresso machine subscriptions to best meet the needs of our members: automated monthly orders, credit for their favorite products – capsules, accessories, and espresso machines, free delivery, and benefits based on seniority. Consumers seek speed, extra benefits, and recognition of their loyalty. Another way we enhance the memorable Nespresso experience is through the launch of Masterclass sessions conducted by Nespresso’s Coffee Ambassador for members, customers, and partners. We started this initiative this year and have already held over 10 sessions on the art of coffee and the uniqueness of our varieties. And another way we create truly unique and special moments is through fine dining experiences. Nespresso coffee is integrated into these luxurious culinary experiences, paired with extraordinary dishes or incorporated into unique recipes created by top chefs, revealing memorable flavor notes and profiles”, mentioned Ana-Maria Doxan, Business Executive Officer at Nespresso Romania.

These consumer-centric projects are complemented by initiatives aimed at reducing environmental impact. Nespresso recently launched its sustainability report – The Positive Cup. In 2022, Nespresso fulfilled its commitment, announced in September 2020, that every cup of Nespresso coffee would have a carbon-neutral footprint. Currently, the company is working towards achieving its Net Zero objective. The steps taken by Nespresso to reach the Net Zero goal include regenerative agriculture, planting 32 million trees between 2021 and 2030, product and system innovations, as well as energy and logistics optimization.

Circularity plays an essential role in the company’s sustainability strategy. In addition to implementing its own local infrastructure for collecting and recycling used capsules, the company launched the RELOVE program in 2022, which refurbishes used espresso machines. Thus, the brand complements its circularity efforts for capsules with solutions for reusing espresso machines. Since the launch of the RELOVE program in February 2022, approximately 300 espresso machines have been refurbished and found new users through this initiative.

“By refurbishing espresso machines and extending their lifespan, we reduce the production of plastic and other raw materials, as well as CO2 emissions, as they are refurbished at a local service center. All machines are brought to a functional and aesthetic compliance stage to provide the same consumer experience and unmatched quality of Nespresso coffee”, shares Ana-Maria Doxan, Business Executive Officer at Nespresso Romania.