Starbucks tried and failed to establish itself in Israel, but now an Israeli café chain is attempting the reverse - to expand into North America.
Aroma Espresso Bar's New York City branch, the chain's first branch outside Israel, opens in Soho this week. Aroma plans to open further branches in other US cities and in Toronto. The company is temporarily bringing 15 Israeli workers over to New York to staff the new store and train the incoming local staff.
Aroma began in Hillel Street, Jerusalem in 1994. There are now 72 Israeli branches, and the café chain has been named Israel’s best by Globes. As well as its coffee, the chain is known for the freshness of its food, and its trademark complimentary chocolate with every cup.
Aroma VP of marketing Noam Berman said, “The opening of our New York branch is a major turning point. It is the beginning of a global expansion, and the first step in turning Aroma Espresso Bar into an international franchise. I know a lot of Israelis and native New York Jews will be happy to be reminded of the very best of Israel the moment they walk through our front door.”
Published by Globes [online], Israel business news - www.globes.co.il - on July 4, 2006
© Copyright of Globes Publisher Itonut (1983) Ltd. 2006