‘Cook with coffee’: value adding to increase coffee machines sales

The coffee brands at the Good Food and Wine show, Nespresso and Jura, are focused not just on satisfying those caffeine cravings but also to inspire consumers to get creative and cook with coffee. For retailers this adds extra value to the machines at the point of sale.

Sylvia Occhipinti, Jura national training manager said its important to think outside the box when it comes to using a coffee machine.

“We really encourage the customer to go beyond just making a coffee. It’s all about having that cafe style quality at home,” she said.

The Jura breakfast: waffles with coffee-flavour cream and bacon dust  and a coffee and orange juice mocktail.

The Jura breakfast: waffles with coffee-flavoured cream and bacon dust and a coffee and orange juice mocktail.

Hot drinks, cold drinks and desserts can all be made extra appealing with the addition of an espresso shot. For example affogatos (ice cream, espresso and an optional shot of liqueur) make an excellent dinner party dessert, Occhipinti said.

Does the added functionality help sell the machines as well?

“Absolutely,” said Occhipinti. “People are more willing to spend the money when they know they can use it for more things.”

Occhipinti said it is worth noting that the coffee machine can become one of the most used appliances in the kitchen, getting used five or six times a day.

Justine Schofield, Everday Gourmet host, had a similar message to share around Nespresso capsule coffee. “Think of coffee like a spice,” she told the captive audience during a Nespresso master class.

Each participant in the Nespresso masterclass had their own Inissia to play with.

Each participant in the Nespresso masterclass had their own Inissia to play with.

Cooking with coffee doesn’t just mean making tiramisu, Schofield said. Using the Inissia machine and additional ingredients that came in their own carefully portioned capsules she demonstrated how to make three quick dishes, or ‘moments’ as Nespresso calls them.

On the savoury side, Schofield demonstrated how coffee could be added when caramelising onions, and for dessert a shot of Nespresso decaf Intenso Grand Cru was infused with cardamon before being added to ice cream to create an affogato.

Justine Schofield demonstrates the potential of coffee in dishes.

Justine Schofield demonstrates the potential of coffee in dishes.

In sales product news, Jura Australia head of sales George Liakatos said the first allocations of Jura new automatic coffee machines, which hit stores this month, have sold out.

Jura is using the Good Food and Wine show nationally to launch Jura’s two new machines in the mid-price segment, the Impressa A5 RRP $1,590 and the Impressa F8 RRP $1,850.

Liakatos said Jura was really looking to engage with consumers at the show. “In Melbourne we made 5,000 coffees,” he said. “You can’t really beat that level of engagement when you’ve got so many people you can talk to and see our product. It’s very different to placing an add in a magazine when you’ve got someone who is actually trying and tasting the coffee and experiencing the product and how it works.”

The shiny new The shiny new Jura Impressa F8 on display.

The shiny new Jura Impressa F8 on display.

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