Is Scratch ‘n Sniff Starbucks in our future?

No industry focuses as much on olfactory marketing as the coffee business. Starbucks recently dumped its breakfast eggs because their smell didn’t pair well with the coffee aroma. Nestle unit Nespresso has not only modified its home brewing equipment to release more enticing smells, they have even launched a chain of coffee shops after finding that more than half of the coffee drinking experience came from the shop environment (see Sensory Marketing to Jolt Espresso Sales). Now, those clever coffee fanatics at Nestle have found way to analyze the components of coffee aromas that lets them predict how real human noses will respond to those smells. […]