"Welcome! Cup of coffee? What do you like?" After a brief back and forth of tastes and preferences, Daniel Selier walks to the coffee corner, only to return a moment later with a light grey cup in his hand. "If you normally drink our Buenos Aires, you will probably also like this: the Nicaragua. Lightly sweet, mild and with soft grain notes."

Selier is the manager of the recently opened Nespresso Boutique in the Passage. The boutique is Nespresso's latest concept and aims to 'unburden' customers as much as possible, says commercial director Herman Rooswinkel. "Here, we not only want to offer a choice from our more than 60 coffees, but also to help people discover their personal taste profile. What do you want to drink in the morning, what in the evening? That way we guide every customer, existing or new, to the best choice for every moment."

Physical 

Since 1992, Nespresso has allowed customers to order coffee for home. Back then via a call centre, now of course via computer or mobile. That share of the business is still large, says Rooswinkel. "Dutch people like to order online and easily. But the combination with our physical shops and boutiques is 'here to stay'. In places like this, customers can really discover and experience our brand and coffee."

In the Passage, this happens in various ways, Selier and Rooswinkel show during a guided tour. At the 'Coffee as an art bar', customers can learn all about the path from coffee berry to capsule. Already visible from outside is the large wooden rack on which several Nespresso machines are displayed. Like the latest Vertuo, which Rooswinkel enthusiastically points out. "The machine recognises the barcode on a capsule and then automatically adjusts the recipe so you always make the perfect cup of coffee."

A little further along is a larger device: the business machine, which cannot be seen in a boutique anywhere else in the Netherlands. That offers a lot of nice possibilities, Selier thinks. "For example, we can invite entrepreneurs for a master class, show a company how the machine works, or organise a fun event in the evening." Rooswinkel adds: "The business market is now very important for us. People drink their Nespresso at home and then want it at the office too. A good cup coffee can be a nice moment for yourself, but is also eminently something social. All those moments we want to be able to provide special coffee."

On a table in the middle of the shop, visitors can use several machines to prepare their own cup. "A fun, playful way to discover something new, whether it's a new flavour or recipe or a different machine," thinks Selier. "And if it's busy, guests can make themselves a drink beforehand and sit down, waiting comfortably for us to help them." 

Recycling point 

"Ho, before we walk past it: this is also an iconic part of our brand." Selier stops at the recycling point. "We use aluminium to ensure the quality of the coffee. Once the coffee is brewed, people can hand in the capsules here, the aluminium is recycled and we can make new products from it."

However, research a few years ago showed that only about 25 per cent of cups are actually recycled. A fair point, Rooswinkel believes. "Aluminium is infinitely recyclable and we therefore have the very clear ambition that every capsule comes back to us. Back then, we were pioneers in the market of portioned quality coffee. That is why we are now taking the initiative to make not only Nespresso, but the whole market more sustainable. With eight 'peer companies, we have set up an association to collectively recycle more, for example by post-sorting. Specially designed machines select cups from ordinary waste, allowing consumers to simply throw them away. In this way, we aim to bring the recycling rate to 75 by 2026."

Sustainability is key for Nespresso, Rooswinkel continues. "We support our 148,000 farmers with sustainable farming techniques, to help set up their plantations as efficiently as possible. We find it very important that our cups of coffee are socially responsible, all along the chain."

Interactions 

Meanwhile, the shop is filling up nicely. A man in an NS uniform charges for a new supply of capsules, a young couple sits on a bench with a cup of coffee, talking to another employee about what kind of coffee they want to buy. In their hands an iPad, as there are no more cash registers. Rooswinkel: "Such a checkout counter is a kind of barrier between the customer and the coffee specialist anyway, this way it's a lot more informal." This way, it goes exactly as they thought it up beforehand, Selier smiles with satisfaction. "Beautiful interactions, happy customers. That's really nice to see."

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