Nespresso is trialling the use of drones to deliver coffee capsules in Israel.
The drone flight route runs along the Tel Aviv-Jaffa coastline, creating a direct link between the Reading area in the north and Jaffa Port in the south.
The pilot programme is being carried out in partnership with Airwayz, SkylinX and FlytechIL.
Under this initiative, Nespresso coffee capsules will be delivered to select customers along the route.
Nespresso Israel customer care and services director Shai Dinur said: “The consumer experience is king at Nespresso.
“I believe drone delivery could really transform the ordering process and our responsiveness, reducing delivery times and really going the extra mile for consumers who love exceptional coffee.”
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The initiative is designed to enhance customer experience, minimise traffic congestion and reduce carbon emissions of deliveries in Tel Aviv.
The programme will also assess other potential impacts of operating drones in populated areas, including issues related to safety, noise and privacy.
Tel Aviv Mayor Ron Huldai said: “The future is already here. We are beginning a pilot in Tel Aviv-Jaffa that will test, in a measured and correct way, the ability to use drones commercially in an urban space.
“We do that in a controlled manner to assess capabilities, but also to find the right balance for free and open urban air routes.”
Airwayz will work together with SkylinX, which will develop and operate the drone take-off and landing sites, and FlytechIL, which will pilot the drones.
Logistics firm Flying Cargo will be fulfilling deliveries, while global transport company GettDelivery will link the new service to end-customers during the trial.
The two companies originally partnered last year to pilot deliveries of at-home Covid-19 self-collection kits.