Nestle's Nespresso, which launched in 1986 before experiencing record profits throughout the pandemic, is now looking to tap into a new market. According to FoodDive's Christopher Doering, the company is looking to attract "Gen Z and others wanting to learn about coffee" via "immersive" coffee boutiques, which will be opening throughout the U.S. this year and next. The first boutique opened in Austin, Texas earlier this month and a Seattle location is planned for later this year.
Doering writes that the boutiques, "which contain interactive experiences tied to coffee and the Nespresso system" are also looking to prioritize sustainability and will include four main components: "a taste and discovery area," a coffee theater, a recycling center and a coffee bar (complete with "lounge space").
