One of the most confusing anomalies in the Israeli coffee market appears to be over: Aroma Israel and Aroma Tel Aviv announced Tuesday that they would operate under the same management, with all shops carrying the name "Aroma Espresso Bar."
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Aroma Israel will run both chains, meaning Israelis will no longer be confused by diverging menu options and prices. Aroma Tel Aviv owner, Israeli businessman Golan Einat, will become a stakeholder in the merged Aroma Israel structure, which will result in 187 coffee places carrying the uniform brand name nationwide.
The first Aroma company was established in 1994 by two brothers – Yariv and Sahar Shefa – but in 1999 the corporation split and each brother became the owner of a separate chain. Aroma Tel Aviv was later acquired by Einat.
Aroma Israel said in a statement that the merger will "serve our loyal customers through professional and uniform service all over." Likewise, Aroma Tel Aviv said that the merger would create a "strategic advantage due to operational and financial synergy," adding that the "experience accumulated by both sides over the years will bring many added benefits to our clients and franchisees."
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