A healthy lifestyle would certainly prefer whole ground coffee to the industrialized instant one, even if it has more anti-oxidants. In such a skeptical and nature oriented society, industrialized and instant are not so positive attributes. On the other hand, hedonistic consumption and purchases experiences,specially with services, creates a whole new dimension. The brand seems to be aware about this fact and gradually is building a new way to enjoy coffee. The idea of creating service with franchising stores selling instant coffee based drinks sounds very good. And as innovative as it happened in Greece, with the “Frappe Nescafé”, which changed the way people enjoy coffee, the company can come up with something completely new, which can drive Nescafé to another direction, maintaing its brand leadership and success.