In an era where coffee shops are corporatized and mass-produced, Israeli coffee shop Aroma stands out by prioritizing quality over quantity. Aroma dedicates its time to providing high-quality products and spaces rather than exploiting every opportunity for profit.
Aroma is known for having inviting stores across Israel, where the design allows customers to linger for hours on end. On the contrary, Starbucks has prioritized “grab and go” culture with pickup only locations.
Sophomore Noah Cytrynbaum said, “The space inside Aroma is warm and feels cozy. In Starbucks, it feels sterile and boring. The interior design and space of Starbucks can drain people’s energy and make people feel like they are in an office rather than a cafe.”
Aroma is also very affordable. A standard cappuccino ranges from around 13-14 shekels ($3.60-$3.90), and a large cappuccino ranges from around 15-16 shekels ($4.20-$4.40).
Meanwhile, at Starbucks, a grande cappuccino costs $5.25 and a large cappuccino costs $5.75.
“During my Na’ale trip last May, I was able to go to Aroma every day, multiple times even. I went at least a dozen times in total, and it did not put a dent in my money,” said sophomore Jordana Lorrimer. “When I go to Starbucks, I constantly feel like I am running out of money.”
Not only do customers at Aroma receive cheaper coffees, but its coffees are of higher quality than Starbucks.
Aroma sources its coffee beans from Central & South America, East Africa and India and sends them to roasteries, where they are roasted daily.
This creates a unique mix of different coffees, allowing for a smoother and less-burning tasting blend. Starbucks tends to be bolder and richer with its coffee, which could be hard for many people to drink.
Aroma offers a safer, more palatable option for its coffees.
Aroma has a large variety of food options, ranging from breakfast food to lunch food. They offer soups, salads, bowls, sandwiches and pastries.
Sophomore Gilad Gefen said, “I think the food, specifically the sandwiches, is the best part of Aroma. The drinks are amazing too, but Aroma is definitely my favorite place to go for lunch.”
At Starbucks, the food selection is more limited since they prioritize drinks over food. For the most part, the food options include pastries and light snacks like cake pops.
Even though these food options exist, they are not memorable parts of Starbucks and are not its primary focus.
This makes Aroma a great choice not just for quick drinks, but for healthy meals as well.
Ignoring the incredible food and drinks, Aroma prides itself on being accessible for people with disabilities.
“Accessibility means to us that all people should be able to live their lives independently and with dignity. Therefore, accessible service is a world view that we have adopted at Aroma, and strive to provide it at all times,” Aroma said on its official website.
All Aroma locations offer Braille menus for visually impaired customers, have induction loops for hard of hearing customers and a messaging service, giving hearing-impaired customers a visual way to know if their order is ready.
With its emphasis on atmosphere, affordability, quality and accessibility, Aroma proves that a coffee shop can prioritize community and experience over corporate convenience.
