In today’s, er, tomorrow’s news from London’s The Independent, classic Italian stove-top/moka pot coffee manufacturer, Bialetti, announced that they are closing shop in Italy and moving their operations to Eastern Europe: Rivals too hot for Italy’s classic coffee pot – Europe, World – The Independent. In Italy — where the Bialetti has enjoyed decades of near-ubiquitous home coffee use — opinions on the matter have apparently heated up, as Bialetti claims modern coffee maker competition necessitated the move.
The article suggests that “the little pot has helped to see off the threat of the ubiquitous, high-volume offerings of the mass-market chains.” We don’t see that at all. Mass-market chains have failed to catch on in Italy because the market for decent espresso has long been saturated with local cafés on every corner that reliably produce a good shot. The moka pot largely seemed to survive because of its simplicity: there’s no reason for a family to purchase a hulking espresso machine for home use when good stuff is always available nearby.
However, the article notes the recent popularity of coffee capsules for home use — even in places like Italy: “millions of coffee drinkers in Italy and beyond bought into the hype that the capsules provide an espresso virtually as good as one served in a coffee bar.” We agree with their use of the word hype, given that we’ve found that the best of these superautomated, capsule-based home machines produce espresso shots on par with McDonald’s quality.
That said, European consumers want to look forward to the modern. Four years ago we questioned how Nespresso shops could succeed in Europe. Sure enough, today European consumers are at least buying the coffee.
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