Starbucks is more determined than ever to tackle Nespresso. The U.S. coffee chain announced the launch before next summer vacation an espresso coffee machine equipped with a high pressure extraction system. The high-end system, called verismo, was designed in partnership with the German group Krüger. It will work with the Starbucks brand capsules.
Verismo will, initially, sold online, in a selection of chain restaurants and in specialized distributors, while the United States, Canada and "certain international markets." No details were given about the distribution strategy of the capsules (the Internet, in supermarkets …) and their prices.
"France is one of the markets under consideration, such as England or Germany in Europe, said Olivier de Mendez, director of marketing France. But for now, the agreement concerns only the U.S. and Canada. "
"The coffee segment fastest growing"
This launch marks a new stage in the desire for conquest driven by Howard Schultz, CEO of Starbucks, which took over the reins of the company in 2008. Recently asked by Le Figaro (our editions of March 3), he did not want hidden stick as closely to the expectations of customers, wherever they are. In town, in malls, but also "in stations, airports, restaurants, trains and hotels."
The founder will therefore also continue to their home, with this offer premium caps, a growing market. "This segment is the one with the strongest growth in the coffee sector," explains Howard Schultz. "At group level, this is an important innovation that allows people to replicate the Starbucks experience at home, says Olivier de Mendez. The machine will make espresso, latte, coffee and coffee filters lying. "" We now have the opportunity to reach millions of consumers, "commented Jeff Hansberry, in charge of developing distribution channels.
Years ago that Starbucks is trying to sell his coffee out of his own restaurants. A strategy not so easy to implement. The chain, which was allied with Kraft to sell coffee in bags in supermarkets, became angry with the giant global agribusiness and broke the partnership.
Record results last year
In March 2011, Starbucks announced an alliance with the first Keurig and Green Mountain in the machinery sector and pods. This agreement resulted in development since November Keurig machines offering drinks Starbucks in grocery stores and supermarkets. 100 million pods were sold, according to Starbucks. But Keurig machines are low pressure, which does not allow them to make espresso. They offer five different varieties of coffee, but only filter, and two teas.
The announcement of the new agreement between Starbucks and Krüger caused a plunge in stock prices from Green Mountain this weekend. The boss of Starbucks has yet assured that this partnership remained "solid". The stock market especially liked his strategy of moving upmarket. Last year, the company announced record results, and she is determined to put a boost in Europe.
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