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Nespresso didn't really invent the concept of coffee (or tea) rituals though ;) Tea tastes amazing after following a Japanese tea ceremony or Chinese tea ritual

by janekm 6y ago

Nespresso didn't really invent the concept of coffee (or tea) rituals though ;) Tea tastes amazing after following a Japanese tea ceremony or Chinese tea ritual. Coffee tastes amazing after going through the ritual of weighing the beans, grinding them, wetting the filter, pouring the water... Kind of surprising the article didn't mention these rituals as they feel like almost the canonical examples of rituals that increase the enjoyment of consuming a "product" (I suppose one difference is that they also have a real difference on the quality of the product consumed).

culturestate 6y ago
> Nespresso didn't really invent the concept of coffee (or tea) rituals though Obviously not, but they did successfully weaponize the essence of those rituals as marketing artillery. There's probably not much overlap between "people who buy Nespresso machines" and "people who really care about great coffee," but they're able to make the first group feel like they're in that club.
- mejutoco 6y ago
  Currently I do not own one but IMHO the coffee from nespresso is pretty good. I guess it depends on how much one can care about coffee – probably a lot!– but I am not so sure about the overlap. Apparently it is good enough for michelin star restaurants to use. https://www.nespresso.com/kr/en/michelin-dining-week https://www.nespresso.com/kr/en/michelin-dining-week
  - janekm 6y ago
    Getting Nespresso into Michelin-starred restaurants is one of the most masterful pieces of product marketing ever, and I would love to know how they achieved it. Nobody who ever tasted really good coffee would think Nespresso compares... But many chefs have never tasted really good coffee. (I guess that does sound like the "no true Scotsman" fallacy though ;))