Nespresso is preparing to open its first ever café in London as it engineers a move into the high street foodservice market.
The company is promising consumers “a new premium coffee shop experience” after confirming details of its plans to diversify this week.
It has applied for a joint venture with Austrian catering company Do & Co that will lead to the companies launching the first Nespresso coffee shop in Vienna.
It believes the store will be operational by the end of March, with the maiden London site following later in 2015.
Nespresso is famous for its domestic machines that brew espresso coffee capsules, but management at the Nestle-owned company believe the brand is well-placed to make the jump into the commercial coffee retail market, where it would go head-to-head with established names such as Starbucks and Costa.
Nespresso said an “overwhelming” number of customers had been consulted about the idea of a café and the response had prompted it to pursue the plan.
In a statement Nespresso said: “The longstanding tradition and strong culture of coffee drinking and coffee houses in Vienna makes the Austrian capital an ideal place to pilot the Nespresso Café. Nespresso will launch its first Nespresso Café in Vienna in March and open a second café in London at a later date to provide consumers with a new premium coffee shop experience.”