正文
这是公司业务的大致情形。
单杯咖啡市场：
"Why brew coffee a pot at a time when we drink it a cup at a time?"
Keurig was founded by coffee lovers who believed that coffee should always be served fresh, whether at home or at the office, just as in a gourmet coffee house. They noticed that people were constantly leaving their homes and offices in search of a fresh cup of coffee and asked themselves: "Why do we brew coffee a pot at a time when we drink it a cup at a time?" From this question, the revolutionary concept of Keurig K-Cup® portion pack brewing was born.
Today, Keurig, Incorporated is the leader in single-cup coffee brewing technology in the U.S. for both home and office. Introduced in 1998, Keurig's innovative single-cup brewing system lets coffee lovers brew perfect coffee, one cup at a time, in less than a minute.
Keurig's patented single-cup brewing system lets people brew a perfect cup of gourmet coffee in less than a minute without the hassle of grinding beans, measuring coffee, handling filters or cleaning up. Keurig takes away all the guesswork from brewing a consistently great cup of coffee.
KEURIG.
BREWING EXCELLENCE ONE CUP AT A TIME®
这段话摘自KEURIG公司网站。
就是这句"Why brew coffee a pot at a time when we drink it a cup at a time?"的理念产生了K-CUP。
欧洲较早推行单杯咖啡机，雀巢的NESPRESSO为欧洲单杯咖啡机的绝对垄断者，占全部咖啡机比例超过22%。美国则是以KEURIG BREWER为主要的单杯咖啡机大行其道。2008年最后一个季度，KEURIG 的brewer销量增幅同比超过120%，占全部单杯咖啡机销售金额的85%。而单杯咖啡机销量在当季也达到了11%。而2008年底全美咖啡机中单杯咖啡机渗透率依然只为6%的水平。
