Nespresso Opera Shop is a Nespresso Boutique offering quality coffees among its beverages. Like the other Nespresso Boutiques belonging to the Swiss Nestlé group, owner of the brand. It is located opposite the Garnier Opera, near the Grands Magasins Le Printemps and Galeries Lafayette.
Nespresso, or Nestlé Nespresso S.A., a brand name derived from Nestlé and espresso.
It belongs to Société des Produits Nestlé. Positioned in the pod coffee market, it offers coffee machines using aluminum capsules. The group is seeking to adapt its model to better counter its rivals. It has become the market leader.
The invention by Vaud engineer Éric Favre
The idea for Nespresso was born in 1970 at Nestlé: the Swiss multinational imagined a concept consisting of a closed, integrated system into which a coffee pod could be inserted to produce the equivalent of an espresso. The first patented application dates back to 1970, based on a process invented by Vaud-based engineer Éric Favre.
A slow start
Nespresso first sold its capsules in the professional world (bars, hotels, offices...), but this was a failure: between 1986 and 1988, sales failed to take off, and Nestlé called the project into question. In 1988, sales finally began to rise sharply. In 1990, the company signed its first contract with Turmix, another Swiss company, to produce the machines. Subsequent contracts were signed with Krups, Magimix, Alessi, Philips, Siemens, De'Longhi and Sage. Nespresso expanded into many countries.
Advertising, the sinews of war
In 2005, Nespresso called on George Clooney to launch an advertising campaign, then, in 2008, on John Malkovich,, and then, in 2014, on Jean Dujardin. Finally, in 2022, Camille Cottin joined George Clooney and Jean Dujardin in another advertising campaign.
Success at last
In 2015, at the inauguration of their new factory in Romont, Nespresso said it was present in 63 countries with 432 boutiques, and employed over 10,500 people, including 2,300 in Switzerland.
By 2020, sales will reach 5.9 billion Swiss francs. According to Le Figaro, the company's profitability is "close to the levels recorded in the luxury goods industry". In 2022, Nespresso achieved sales of 6.5 billion euros.
Machines and capsules. Distribution of tasks
The Nespresso company markets machines and capsules. Capsules are distributed exclusively in Nespresso boutiques or by mail order, while machines are licensed. Nespresso has partnered with Eugster and De'Longhi to produce its machines, and with Turmix, Koenig, Krups, Magimix, Siemens, KitchenAid and Sage for distribution.
Coffee varieties
The coffee varieties contained in Nespresso capsules come from different regions of the world. Blends are made from Robusta and Arabica in varying proportions. There are 24 varieties permanently marketed to consumers and 13 for the professional market. Limited editions are also offered several times a year.
Competition held in check
Since 2016, the competition that has emerged in the coffee pod market with the loss of patents has forced Nespresso to revise its strategy. Indeed, the launch of the Vertuo range with new, different capsules (and therefore protected by their patents), made it possible to imagine a takeover of the luxury pod market. This range offers the possibility of making long coffees.
However, in May 2013, LSA pointed out that "Nestlé's multiple legal attempts to protect its patents having failed, others [after Casino] are getting involved [in the production of compatible capsules]". In 2020, Nespresso France, Nestlé Nespresso and Nestlé SA, the parent company, were even ordered to pay €500,000 to Ethical Coffee Company (ECC) for unfair competition.
Cependant, en mai 2013, LSA souligne que « les multiples tentatives judiciaires de Nestlé pour protéger ses brevets ayant échoué, d’autres [après Casino] se lancent [dans la production de capsules compatibles] ». Nespresso France, Nestlé Nespresso et Nestlé SA, la maison mère, ont même été condamnés en 2020 à verser 500 000€ à Ethical Coffee Company (ECC) pour concurrence déloyale.
Nespresso today
Nespresso Champs-Elysées closed at the end of 2019. Conversely, Nespresso Opera Shop, which opened in 2018, has been renovated. Nespresso now welcomes its customers in this attractive new location.
In 2022, Nespresso achieved sales of 6.5 billion euros.
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