Aroma Espresso Bar is among the largest and best-known café chains in Israel and has contributed significantly to the creation of a true coffee culture in Israel. It began as an idea of two young men from Jerusalem who dreamed of a real espresso bar, the kind that always serves high-quality coffee, that ensures every cup is no less than perfect. The dream was realized in 1994 with the opening of the first Aroma on Hillel Street in Jerusalem, which was the first espresso bar in Israel. The insistence on world-class coffee, simple but unique food prepared to order, and pleasant, fast and professional service ensured the consistent growth of the chain, which today hosts over 125 cafés all across Israel including its own coffee roastery using Coffee-tech equipment Ghibli R-90 and FZ-94 Lab roaster, bakery, and factory for produce and dressings. In 2006 a milestone was reached when Aroma crossed the ocean for the first time and reached New York. The café which opened in the heart of SoHo was the first of a number of international branches operating today in New York, New Jersey, Maryland and Miami. Over the years a number of additional cafés have been opened in Canada and Ukraine. Every branch runs on the same principles: excellent coffee, fresh food, service with a smile and most importantly – real love and passion.