Helen Cutmore Spills the Beans on De’Longhi’s One Touch Café
Helen Cutmore Spills the Beans on De’Longhi’s One Touch Café
In an era where time is of the essence but quality is never compromised, coffee lovers are demanding more than just convenience. They want the full café experience—from the aroma of freshly brewed beans to the satisfaction of pouring a perfect cappuccino, all without leaving their homes. Enter the One Touch Café, an experiential campaign by De’Longhi and TRO that invites consumers to get hands-on with both the beans and the machines. In this exclusive interview, Helen Cutmore, Head of Marketing for De’Longhi UK, reveals the inspiration behind this national roadshow. Are we witnessing a “zeitgeist moment” in the coffee category? How does experiential support De’Longhi’s broader strategy? And what’s the buzz around edible coffee cups? Learn how to forge long-term memory structures through sensory marketing and discover key lessons from decades of brand evolution. Grab a hot beverage and dive right in!
Helen Cutmore Spills the Beans on De’Longhi’s One Touch Café
In an era where time is of the essence but quality is never compromised, coffee lovers are demanding more than just convenience. They want the full café experience—from the aroma of freshly brewed beans to the satisfaction of pouring a perfect cappuccino, all without leaving their homes. Enter the One Touch Café, an experiential campaign by De’Longhi and TRO that invites consumers to get hands-on with both the beans and the machines. In this exclusive interview, Helen Cutmore, Head of Marketing for De’Longhi UK, reveals the inspiration behind this national roadshow. Are we witnessing a “zeitgeist moment” in the coffee category? How does experiential support De’Longhi’s broader strategy? And what’s the buzz around edible coffee cups? Learn how to forge long-term memory structures through sensory marketing and discover key lessons from decades of brand evolution. Grab a hot beverage and dive right in!
Today, we are live at Westfield White City in the heart of London, where brand experiences truly come to life. I’m joined by Helen Cutmore, Marketing Director of De’Longhi UK, to talk about a very exciting new campaign. Helen, what inspired you to create the One Touch Café roadshow?
We recognised that there was a growing need to offer people more than just convenience—what they truly want is café-quality coffee that fits seamlessly into their fast-paced lifestyle. The One Touch Café roadshow meets that demand. It allows coffee lovers to not only get hands-on with the machines, and the beans, but also to provide them with the chance to savour the perfect cup of coffee, be that sitting down or on the go, all with just one touch.
Another important factor is that our premium, fully automatic machines can be priced at over £500. This is a significant long-term investment, so the roadshow is a great opportunity for people to try our machines and coffee without any risk. When considering a big purchase like this, people want to experience the product first. We’ve done consumer research, and one thing that stands out is how crucial the quality of the coffee is in the decision-making process. So, allowing people to experience that quality for themselves is essential. It’s all about giving them confidence in their choice, and ensuring they walk away knowing the value and taste that De’Longhi stands for.
The design of the One Touch Café feels calm and inviting, with its open-plan layout and signature blue tones. Was creating that relaxed atmosphere a deliberate choice for this activation?
Yes, absolutely. First of all, we wanted to make sure our distinctive brand colour was leading the design, which is obviously blue, and that is calming in itself. But beyond colour, the intention was to offer more than just a place to interact with the machine. We wanted people to really experience that moment, because having a cup of coffee is more than just taking it away, we know that it can also be a moment to stop, think, relax and just reset. So, we’ve designed the space to invite people to sit down, and enjoy a drink with us.
Last year, we had a structure with stairs, and we noticed that it made people feel hesitant to come over. This year, we made a conscious effort to remove those barriers and create a completely open and accessible space. Now, anyone can walk up, try the machine, and make a brilliant cup of coffee without feeling intimidated. This operational shift has been one of the biggest improvements, making it more welcoming for everyone.
Today, we are live at Westfield White City in the heart of London, where brand experiences truly come to life. I’m joined by Helen Cutmore, Marketing Director of De’Longhi UK, to talk about a very exciting new campaign. Helen, what inspired you to create the One Touch Café roadshow?
We recognised that there was a growing need to offer people more than just convenience—what they truly want is café-quality coffee that fits seamlessly into their fast-paced lifestyle. The One Touch Café roadshow meets that demand. It allows coffee lovers to not only get hands-on with the machines, and the beans, but also to provide them with the chance to savour the perfect cup of coffee, be that sitting down or on the go, all with just one touch.
Another important factor is that our premium, fully automatic machines can be priced at over £500. This is a significant long-term investment, so the roadshow is a great opportunity for people to try our machines and coffee without any risk. When considering a big purchase like this, people want to experience the product first. We’ve done consumer research, and one thing that stands out is how crucial the quality of the coffee is in the decision-making process. So, allowing people to experience that quality for themselves is essential. It’s all about giving them confidence in their choice, and ensuring they walk away knowing the value and taste that De’Longhi stands for.
The design of the One Touch Café feels calm and inviting, with its open-plan layout and signature blue tones. Was creating that relaxed atmosphere a deliberate choice for this activation?
Yes, absolutely. First of all, we wanted to make sure our distinctive brand colour was leading the design, which is obviously blue, and that is calming in itself. But beyond colour, the intention was to offer more than just a place to interact with the machine. We wanted people to really experience that moment, because having a cup of coffee is more than just taking it away, we know that it can also be a moment to stop, think, relax and just reset. So, we’ve designed the space to invite people to sit down, and enjoy a drink with us.
Last year, we had a structure with stairs, and we noticed that it made people feel hesitant to come over. This year, we made a conscious effort to remove those barriers and create a completely open and accessible space. Now, anyone can walk up, try the machine, and make a brilliant cup of coffee without feeling intimidated. This operational shift has been one of the biggest improvements, making it more welcoming for everyone.
Why is it so important for De’Longhi to facilitate these hands-on experiences, rather than just promoting them through traditional marketing?
These experiences offer so much more than just trialling our products. They give us a chance to really understand the market and how people make and drink coffee. It’s really about understanding people—how familiar they are with premium, fully automatic machines like ours, and how much potential there is for growth in this space. For example, while around half of people in the UK have used a coffee machine before, many haven’t experienced the ease and quality of an automatic machine like ours. The roadshow helps bridge that gap, showing coffee lovers first-hand that they can enjoy personalised café-quality coffee at home with just the click of a button.
One of the ways we’ve gathered these insights is by offering people the chance to win a Rivelia machine. This has allowed us to dig deeper into consumer behaviours and preferences. Every time we interact with customers, we learn more about their habits, and that helps us continuously refine our approach going forward.
A standout insight from visiting various cities across the UK is that over 90% of people who try coffee from our machines—whether it’s the Rivelia or Eletta—are willing to recommend the brand to a friend. That’s a phenomenal Net Promoter Score and highlights the true power of hands-on experience. It’s that “WOW” moment when someone realises they’ve made a perfect cappuccino with just the press of a button. That emotional transition is what we aim to capture with every experience.
What role do brand partnerships play in your marketing mix alongside experiential?
Brand partnerships are another crucial part of our marketing strategy, especially when it comes to attracting new audiences. We’ve been collaborating with Parkrun for three years now, reaching over 20 locations across the UK. Our van and team are there to offer post-run coffee samples on Saturday mornings. A highlight is our fully edible cups, known as the Perfetto cup. It’s great because, in a park setting, no one wants to be seen creating waste. People love that they can enjoy their coffee guilt-free, knowing the cup is completely edible.
In light of the changes brought about by the pandemic, what current trends in coffee consumption are you observing, and how do they impact your strategy at De’Longhi?
COVID-19 was a zeitgeist moment for the coffee category. With everyone at home and unable to buy coffee like they normally would, we saw a substantial increase in home coffee machine purchases. The way people work has also changed. More people are now working in a hybrid environment, splitting their time between home and the office, which has strengthened this shift in coffee consumption habits.
Home has become the epicentre of our daily lives, particularly as outings decrease due to rising living costs. Following the COVID boom, our routines are stabilising and settling into a new normal. Many of us find ourselves at home more often, craving the experience of a great cup of coffee without the need to visit cafes like Starbucks or Costa. This shift towards at-home coffee consumption is a key focus for us, influencing how we tailor our products and marketing strategies.
TRO has played a considerable role in this activation as well. How have you found working with them over the years as an agency?
They have been fantastic partners throughout our journey, helping us learn from our past and evolve for this year. It’s true what they say: it’s all about the people you meet, just as much as the coffee you drink. The TRO team fully commits to our vision, and we believe they have done an exceptional job in bringing these experiences to life. They act as true ambassadors for us—an extension of the De’Longhi team.
Thank you very much, Helen, for sharing your invaluable insights into the One Touch Café and the evolving landscape of coffee culture. For those interested in exploring De’Longhi’s products or learning more about TRO’s approach to experiential campaigns, follow the links to find out more.
Helen Cutmore Spills the Beans on De’Longhi’s One Touch Café
Step inside De’Longhi’s One Touch Café with Helen Cutmore, Head of Marketing for De’Longhi UK.
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“Covid-19 was a big zeitgeist moment for the coffee category…”
Helen Cutmore, De’Longhi UK
Why is it so important for De’Longhi to facilitate these hands-on experiences, rather than just promoting them through traditional marketing?
These experiences offer so much more than just trialling our products. They give us a chance to really understand the market and how people make and drink coffee. It’s really about understanding people—how familiar they are with premium, fully automatic machines like ours, and how much potential there is for growth in this space. For example, while around half of people in the UK have used a coffee machine before, many haven’t experienced the ease and quality of an automatic machine like ours. The roadshow helps bridge that gap, showing coffee lovers first-hand that they can enjoy personalised café-quality coffee at home with just the click of a button.
One of the ways we’ve gathered these insights is by offering people the chance to win a Rivelia machine. This has allowed us to dig deeper into consumer behaviours and preferences. Every time we interact with customers, we learn more about their habits, and that helps us continuously refine our approach going forward.
A standout insight from visiting various cities across the UK is that over 90% of people who try coffee from our machines—whether it’s the Rivelia or Eletta—are willing to recommend the brand to a friend. That’s a phenomenal Net Promoter Score and highlights the true power of hands-on experience. It’s that “WOW” moment when someone realises they’ve made a perfect cappuccino with just the press of a button. That emotional transition is what we aim to capture with every experience.
What role do brand partnerships play in your marketing mix alongside experiential?
Brand partnerships are another crucial part of our marketing strategy, especially when it comes to attracting new audiences. We’ve been collaborating with Parkrun for three years now, reaching over 20 locations across the UK. Our van and team are there to offer post-run coffee samples on Saturday mornings. A highlight is our fully edible cups, known as the Perfetto cup. It’s great because, in a park setting, no one wants to be seen creating waste. People love that they can enjoy their coffee guilt-free, knowing the cup is completely edible.
In light of the changes brought about by the pandemic, what current trends in coffee consumption are you observing, and how do they impact your strategy at De’Longhi?
COVID-19 was a zeitgeist moment for the coffee category. With everyone at home and unable to buy coffee like they normally would, we saw a substantial increase in home coffee machine purchases. The way people work has also changed. More people are now working in a hybrid environment, splitting their time between home and the office, which has strengthened this shift in coffee consumption habits.
Home has become the epicentre of our daily lives, particularly as outings decrease due to rising living costs. Following the COVID boom, our routines are stabilising and settling into a new normal. Many of us find ourselves at home more often, craving the experience of a great cup of coffee without the need to visit cafes like Starbucks or Costa. This shift towards at-home coffee consumption is a key focus for us, influencing how we tailor our products and marketing strategies.
TRO has played a considerable role in this activation as well. How have you found working with them over the years as an agency?
They have been fantastic partners throughout our journey, helping us learn from our past and evolve for this year. It’s true what they say: it’s all about the people you meet, just as much as the coffee you drink. The TRO team fully commits to our vision, and we believe they have done an exceptional job in bringing these experiences to life. They act as true ambassadors for us—an extension of the De’Longhi team.
Thank you very much, Helen, for sharing your invaluable insights into the One Touch Café and the evolving landscape of coffee culture. For those interested in exploring De’Longhi’s products or learning more about TRO’s approach to experiential campaigns, follow the links to find out more.
News
Helen Cutmore Spills the Beans on De’Longhi’s One Touch Café
Step inside De’Longhi’s One Touch Café with Helen Cutmore, Head of Marketing for De’Longhi UK.
Navigating the New Landscape of Low & No-Alcohol Beverages
Explore how the rise of low and no-alcohol beverages is reshaping the market, with updated CAP Code regulations.
Nominations Now Open for the IPM Board of Directors
The IPM is excited to announce that nominations are now open for the new Board of Directors. This is a unique opportunity to shape the future of promotional marketing in the UK.
