A self-professed Starbucks addict, I couldn't help but notice the shiny new Sirena espresso machines on display in stores this week. A barista noticed my intrigue and piped up with excitement, telling me it was designed by BMW.
The $599 modified Saeco machine is pump driven with a pressurized portafilter and allows uer to "auto-tamp" their drinks. The machine steams milk too, so all you have to do is pick up your favourite Starbucks beans, some milk, and you can be sitting your cappucinos from the comfort of your own home.
It's been heavily marketed, and a lot of efforts went into the Flash web design, including highly informative video clips.
To the enthusiastic barista, it was outrageously bizarre that a luxury car manufacturer would want to put their branding on an espresso machine, but to me, it was old news. We've seen co-branded espresso machines before on Trend Hunter:
BMW Espresso Machine
Starbucks Sirena
Trend Themes
1. Co-branded Products - Disruptive innovation opportunity: Explore partnerships with unexpected industries to create unique and compelling products.
2. Luxury Brand Extensions - Disruptive innovation opportunity: Extend a luxury brand into new product categories to reach a wider audience and expand brand recognition.
3. Premium Home Brewing - Disruptive innovation opportunity: Develop high-quality home brewing machines that offer convenience and replicate the cafe experience.
Industry Implications
1. Food and Beverage - Disruptive innovation opportunity: Collaborate with auto or luxury brands to create exclusive coffee machines that elevate the home brewing experience.
2. Home Appliances - Disruptive innovation opportunity: Design and manufacture premium espresso machines that cater to the growing demand for cafe-like experiences at home.
3. Technology - Disruptive innovation opportunity: Integrate advanced features and smart capabilities into home brewing machines to provide personalized coffee brewing experiences.