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Caffè Nero launches new responsive website following first US Store opening


By Natalie Mortimer | N/A

May 30, 2014 | 3 min read

Following the opening of its first US coffee house in Boston on 14 May, Caffè Nero has launched a new website to create brand awareness and engagement, specifically for the US market.

The European coffee retailer said it wanted to present to the US market how the Caffè Nero brand resonates “continental, premium, and a strong independent feel”, alongside “coffee authority and expertise”.

Caffè Nero tasked creative agency Delete to help refine its content and brand positioning in to a modern web platform with the customer at the heart of the solution. The result of which is a responsive, mobile first approach to ensure people on the move are delivered a seamless site experience.

“We were looking for a simple but impactful approach that felt elegant, premium and focused,” said Karen Kidd, head of brand, Caffè Nero.

“It’s easy to say a lot and waffle, hard to say a little and only what counts - we have come from wanting to say everything and cram our site full of information, into crafting a site that led on visuals and little copy. Delete pushed this through all the way and made us think differently and we couldn’t have done it without them.”

The Boston store is the sixth territory outside the UK in which Caffè Nero operates, having previously opened stores in Cyprus, Poland, Turkey, Ireland and the Middle East.

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