Nescafé creating experiences
Due to the rise of coffee consumers, Nescafé is taking advantage to explore the reasons and start acting in advantage to the situation. The new trends head to the personalization of your own beverage form creams and sugars to new flavors. In 2013, in Mexico, 80% of the consumption came form house preparation and the explanation is that consumers want to make their own experiences with coffee.
The brand is heading to target the consumer by giving them the tools to make their own experiences rather than just selling coffee. By this, the new Taster Choice System, a new coffee maker, gives the possibility to choose from 5 different options for you to have your own experience at home. Also the Nescafé Dolce Gusto simplifies the way you make coffee and gives variation of flavors for you to choose.
The company is not getting hit by coffee stores and establishments that also target to sell experiences, they revolutionized the home experience of coffee by giving people lots of options to choose form.