Starting tomorrow (Wednesday), all Aroma Tel Aviv branches will merge and be managed under Aroma Israel, and the chain will operate as one unit under the name "Aroma Espresso Bar", with the same supply in all branches and uniform prices throughout the chain, according to Aroma Israel's menu.
As part of the merger, Golan Einat, the owner of Aroma Tel Aviv, will become a shareholder in Aroma Espresso Bar Israel Ltd., ie Aroma Israel. The chain will have about 187 cafes in Israel from Kiryat Shmona to Eilat.
Aroma (photographers have nothing to do with the article), Photo: Yehonatan Shaul
The network was established in 1994 by the Yariv and Sahar Shefa brothers.
In 1999, it split into two separate companies, Aroma Israel and Aroma Tel Aviv.
As part of the split, Aroma operated in Tel Aviv, controlled by Sahar Shefa, in Tel Aviv - and Aroma Israel, controlled by Yariv Shefa, in the rest of the country.
During 2014, businessman Golan Einat completed the acquisition of full ownership of the Aroma Tel Aviv chain from Sahar Shefa.
Aroma Israel's management stated:
"We believe that the merger of Aroma Israel and Aroma Tel Aviv will serve the loyal customers of the chain, who will enjoy a professional and uniform service experience throughout the country."
Aroma Tel Aviv's management stated:
"This is a strategic merger that gives size an advantage through operational and financial synergies. We estimate that the experience gained by the parties over the years will bring significant value for Aroma customers and franchisees."
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