Aroma

Aroma is a renowned coffee and food chain that was established in 1994 with its first shop in downtown Jerusalem. It quickly gained popularity for its exceptional quality, service, and fair prices, becoming a beloved and trusted destination for coffee and food throughout Israel.

One of Aroma's key strengths is its expertise in roasting coffee beans. The brand carefully selects the finest coffee beans from regions across Africa, Asia, and Central and South America. These beans are then slow-roasted in Aroma's own roasting plant to create their signature blends, which are distributed to Aroma coffee shops nationwide.

Aroma takes pride in crafting their coffee blends using beans from various origins such as Brazil, Columbia, Ethiopia, Guatemala, and India. The beans are roasted at their dedicated roasting plant and brewed by skilled baristas, ensuring that each cup of coffee is tailored to the customer's taste.

The company offers a range of coffee options, including espresso made from three main types of coffee beans: Robusta, Liberica, and Arabica. With their extensive knowledge of the characteristics of different coffee beans, Aroma has developed a blend that is sweet, smooth, and rich in flavor.

In addition to their coffee, Aroma has an in-house bakery that produces a variety of delectable treats. From sweet to savory, their freshly baked goods are made with care and are served hot and fresh.

Aroma has expanded its reach globally and currently operates over 200 locations worldwide, making it easily accessible to coffee enthusiasts almost anywhere they go.

With its dedication to quality, meticulous roasting process, and a wide range of food and beverage offerings, Aroma has established itself as a popular and respected coffee brand both in Israel and around the world.

Aroma, a popular coffee chain, has a fascinating history that dates back to its founding in 1994. The chain was established by brothers Yariv and Sahar Shefa on Hillel Street in downtown Jerusalem.

In 2000, a dispute between the two brothers led to the formation of separate chains under the name Aroma. Sahar took charge of Aroma Tel Aviv, which operates in Tel Aviv-Yafo, while Yariv headed Aroma Israel, which operates in the rest of the world. Despite being separate entities, the two chains share similar branding, leading to a common misconception that they are part of the same company. To address this confusion, Aroma Israel began labelling its products to emphasize the lack of "business, logistical, or management links" between the two chains, particularly following a food poisoning incident at an Aroma Tel Aviv branch.

In 2006, Aroma made its first venture into international markets by opening a branch in SoHo, New York City. The following year, the chain expanded to Canada with its first location in downtown Toronto in The Annex neighbourhood. Over the years, Aroma continued to open branches in Toronto and New York City, as well as its first location in Kyiv, Ukraine. Currently, Aroma operates 46 locations in Ontario, primarily in the Greater Toronto Area, and five locations in the United States, including New York City, New Jersey, and Florida. It's worth noting that some of the locations in New York City and Maryland have since closed.

Despite the initial dispute between the Shefa brothers, Aroma has grown into a successful international brand known for its quality coffee and food offerings. Its expansion into different markets reflects the chain's popularity and the positive reception it has received from customers worldwide.

In 2014, Golan Einat, the owner of the Roladin bakery chain, acquired the remaining 25% of the Aroma Tel Aviv cafe chain for 60 million shekels ($17.1 million). Fast forward to 2021, Aroma coffee chains made headlines once again with the announcement of a major merger between Aroma Israel and Aroma Tel Aviv. The merger news highlights Aroma's continued growth and its commitment to expanding its presence in the coffee industry.

Aroma is driven by a clear and inspiring mission that guides its operations and defines its purpose in the coffee and food industry. The mission of Aroma is to provide exceptional coffee and food experiences at fair prices while delivering the highest level of quality and service to its customers.

At the heart of Aroma's mission is a commitment to excellence. The company aims to offer an unparalleled coffee experience by carefully selecting and crafting blends from the finest coffee beans sourced from diverse regions worldwide. Through their roasting plant, Aroma ensures that each batch of coffee is expertly slow-roasted to perfection, resulting in signature blends that captivate customers with their rich flavours and enticing aromas.

In addition to coffee, Aroma places great emphasis on providing a delightful culinary experience. Their bakery produces a wide range of freshly baked goods, catering to sweet and savoury preferences. With a focus on quality ingredients and meticulous preparation, Aroma's bakery offerings are known for their mouth-watering taste and irresistible appeal.

Aroma's mission extends beyond the products it offers. The company strives to create a welcoming and inviting atmosphere in their coffee shops, where customers can relax, connect, and enjoy their time. By offering fair prices, Aroma aims to make its coffee and food accessible to a wide range of people, fostering a sense of inclusivity and community.

Furthermore, Aroma's mission encompasses global expansion. With over 200 locations worldwide, Aroma aims to reach customers wherever they may be, bringing their exceptional coffee and food experiences to diverse communities around the globe.

Aroma's vision encompasses a future where coffee and food become more than just nourishment but a catalyst for enriching people's lives and fostering meaningful connections. The company envisions itself as a global leader in the coffee and food industry, setting the standard for exceptional quality, innovation, and customer experience.

Central to Aroma's vision is a deep appreciation for the power of coffee and food to create moments of joy and inspiration. They strive to go beyond satisfying the basic need for sustenance by elevating the coffee and dining experience to new heights. Aroma envisions a world where every cup of coffee and every bite of food brings a sense of delight and satisfaction, leaving a lasting impression on their customers.

Aroma's vision extends beyond their products and encompasses the overall impact they can have on society and the environment. The company aims to be a responsible corporate citizen by promoting sustainable practices and supporting ethical sourcing. They envision a future where their commitment to environmental stewardship and social responsibility contributes to a more sustainable and inclusive world.

Furthermore, Aroma envisions a global coffee shop network that serves as deep community engagement and cultural exchange hubs. They aspire to create spaces where people from all walks of life can come together, share stories, and forge connections over a shared love for exceptional coffee and food. Aroma's vision includes fostering a sense of belonging and creating a positive social impact through their coffee shop experiences.

In pursuing their vision, Aroma is dedicated to continuous innovation and improvement. They strive to stay at the forefront of industry trends, embracing new technologies, flavours, and culinary techniques. By pushing boundaries and challenging conventions, Aroma aims to shape the future of the coffee and food industry, inspiring others to follow their lead.

Aroma offers a wide range of products and services designed to provide customers with exceptional coffee and food experiences. With a focus on quality, innovation, and customer satisfaction, Aroma has become a trusted destination for coffee enthusiasts and food lovers alike. Here are some of the key products and services offered by Aroma:

Coffee Blends: Aroma takes pride in its carefully crafted coffee blends, sourced from various regions around the world. They select the finest and richest coffee beans from parts of Africa, Asia, Central and South America, creating unique and flavorful blends. Each batch of coffee is expertly slow-roasted in Aroma's own roasting plant to ensure optimum taste and aroma.

Espresso and Specialty Beverages: Aroma's baristas are skilled in the art of brewing the perfect cup of coffee. They offer a variety of espresso-based beverages, including cappuccinos, lattes, and macchiatos, prepared with precision and attention to detail. Additionally, Aroma provides a selection of specialty drinks, such as iced coffees, flavoured lattes, and refreshing smoothies, catering to different taste preferences.

Bakery and Confections: Aroma's in-house bakery creates an array of delectable treats that complement their coffee offerings. From freshly baked pastries, including croissants, muffins, and danishes, to artisanal bread and sandwiches, Aroma's bakery ensures there is something to satisfy every craving. They also offer a range of desserts and confections, such as cookies, cakes, and chocolates, providing a delightful indulgence for customers.

Global Locations: Aroma has expanded its presence worldwide, with over 200 locations across different countries. Whether you're in Israel, the United States, Canada, or Ukraine, you can find an Aroma coffee shop (almost) anywhere. Their global reach allows customers to enjoy the same high-quality coffee and food offerings, maintaining consistency and excellence across all their locations.

Catering and Events: Aroma caters to various events, meetings, and special occasions, providing customized food and beverage solutions. They offer catering services for both small and large gatherings, ensuring a memorable culinary experience for guests. Aroma's catering menu includes a wide range of options, from coffee breaks and breakfast platters to lunch boxes and party trays.

Retail Products: Aroma extends its offerings beyond the coffee shop experience by providing retail products for customers to enjoy at home. They offer packaged coffee beans and ground coffee, allowing coffee enthusiasts to recreate the Aroma experience in their own kitchens. Additionally, Aroma offers a selection of branded merchandise, including mugs, tumblers, and brewing equipment, enabling customers to enhance their coffee rituals.