They aggressively target office ladies with the following pitch: instead of having your company provide a coffee machine that you have to operate, we'll give you a machine for free which any of the lazy bums at the office can operate (and they'll love you for it), and all you have to do is collect $50 a month or so (which we'll provide guidance on if it is difficult), upon which we'll come to your door, hand you more coffee goodness, and collect the money.
In addition to offices being high-volume coffee consumption locations for the obvious reason, the office ladies are given copious pamphlets in case any of the salarymen want to have one at home, too.
Oh, and if you're helpful to Nestle with regard to your office, you get a free machine for home, as much coffee as you can drink, and various other compensatory benefits.