|  05.08.2016

Towards a New Peak in the Evolution of the Romanian Coffee Market

The Nespresso boutique is the place where people come to interact with our coffee experts and have a taste of the ultimate coffee experience.

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Q: How does Nespresso Romania see the results in 2016 till now, compared to its expectations?


Sonia Nastase: Great expectations are greater when they’re exceeded! We can honestly say that our results for the first half of 2016 have been better than we’ve foreseen. By means of both awareness and sales, we’re growing day by day and we owe that to our clients, who are our main voice of promotion.

Q:. What are the main arguments for expanding your business in Romania in the next period?


Sonia Nastase: This year’s growth has been determined by the growing number of clients from all over the country. The arrival of our brand was long-awaited in Romania so, naturally, when it happened, everybody was really excited and made sure the word was spread. Now, Nespresso is not just popular in Bucharest, but also in our other main cities, via e-commerce. The brand is still young in Romania and still has so much to learn and to grow, but we’re very certain we’re going to be present in other cities as well, sometime in the future.


Q:. We know that worldwide, Nespresso is trying to engage with its customers by enhancing their experience and introducing retail innovations. Specifically, for Romania, we are referring to the ‘Nespresso boutique’ concept. How has this concept evolved in Romania? What have you learnt so far, since the opening of the first Nespresso boutique in Romania?


Sonia Nastase: The first ones who were really excited were the ‘aficionados’, who always brought home in Romania their favorite coffee from boutiques in other European cities. Along came their friends, business partners and so on… the growth was organic, the boutique fulfilled a need on the coffee market, the need for premium coffee and quality services. The boutique is also the place where people come to interact with our coffee experts and have a taste of the ultimate coffee experience. It’s a very personal, intimate approach, which we prefer.

Q: We know that almost every adult in Romania drinks coffee (about 90%) and with an increase in competition, coffee drinkers are looking more for ‘not just a coffee’. From you experience, can you describe the first 3 arguments Romanian adults take into consideration when buying a specific coffee?


Sonia Nastase: Besides the obvious qualities our consumers look for in a good coffee – its taste, its aroma, the different notes it reveals – they always appreciate diversity. The Nespresso collection now comprises of 24 distinct Grand Crus, which are meant to satisfy even our most exigent clients.


Although the tasting part is very important – before you get to enjoy a cup of ultimate coffee pleasure, its process of preparing is also important. Nespresso has its own line of state of the art coffee machines, designed to prepare the perfect coffee, in clean, safe and easy to use conditions.

Besides that, our consumers are now looking for more refined coffee experiences. They’re curious and willing to try different coffee recipes, different specialty coffees. For all that, Nespresso provides the expertise and fine consulting through our coffee experts present at the Nespresso boutique.

All of these are part of the same picture – the entire experience a coffee brand offers. Romanian consumers are becoming more and more educated and the main thing they look for is that fine coffee experience.


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