De’Longhi is launching its most advanced coffee machine, the PrimaDonna Elite, which will be available at Harrods for £1,500.
By allowing people to tailor their coffee to the exact aroma and temperature they want, the brand is attempting to push the boundaries for luxury coffee in the home. But does this move match up with current consumers attitudes towards the brand?
New research from OnePulse, a real-time engagement tool, has revealed that less than a third of consumers (30%) associate the De’Longhi brand with premium coffee and that 83% believe the new machine is out of budget, or something they’d never consider spending their money on.
