CLOSTER, N.J.–Jura-Capresso has launched a new “Sip & Save” feature on its Web site, capresso.com, which shows consumers how much they can save by making cappuccinos at home.
Consumers who visit this page enter how many cappuccinos they buy in a year and how much they pay for them. The feature then automatically calculates the money they would save in a year by brewing them at home. It can also figure out how much a consumer could save by brewing crema coffees at home, as opposed to buying them at a cafe.
The “Sip & Save” feature is an effort by the company to answer concerns from consumers that its machines, particularly at the high end, are hard to afford. “Many consumers don’t realize that the ingredients to make an authentic cup of cappuccino cost about 50 cents,” said David Shull, vice president of marketing and sales for Jura-Capresso. Shull also cited “favorable coverage in the press” about high-end coffeemaking products, versus purchasing coffee at a cafe.
