I’d firstly like to say that even though I would love to be making more money doing what I do the idea of people at home drinking something that tastes amazing every time they have a coffee is what it’s about for me.
Just read The Hoff’s post on Nespresso and if we can learn from them. The first thing I think about when Nespresso comes to mind is the smoothest, sharpest dude walking the face of the earth – George Clooney.
Why wouldn’t you pay above market pricing when George has sold it to you!? If I was a general home consumer I wouldn’t know any better and my friends would think I was pretty ace when I served up a cup that was ‘made by George’. Advertising is amazing
Can the specialty industry learn from this? I’m not sure. Can we get famous people to put their face to our product? Not likely. Would we want famous people putting their faces on our product? I can think of people that would and many more people that wouldn’t.
Lets forget about famous on the level of George Clooney. What about famous on the level of a chef?
Some chefs are pretty damned famous. I’ve worked with chefs who actually receive fan mail, how awesome is that! There are some amazing chefs out there who could be using amazing specialty coffee in their restaurants. But is there? No. The reasons they are not using specialty coffee in their restaurants are well known and I’m not going to go into the reasons for their particular business decisions.
So unfortunately I’m not sure if there is anything we can learn from Nespresso other than to re-enforce that George Clooney is one sexy dude, even if he does drink decaf.
