On the home front, the entire EuroCheapo office has been delighted by the (relatively) recent arrival of Aroma Cafe, an Israeli coffee chain, in our immediate neighborhood. The cafe’s SoHo shop is the first to open outside Israel.
The strength of Israeli cafe chains is old hat at this point. The coffee is good and strong, the commas in place of periods to designate decimal points on the menu board allow us to pretend that we’re traveling abroad, and the staff is equal parts friendly and sophisticated.
We also like Aroma’s solid “power breakfast,” which fills us happily and completely. Aroma’s pastries are great, too. Never too sweet, they perfectly hit the spot on both sides of noon.
Wallpaper* magazine ran an article last April about Israeli coffee shops eyeing international expansion. Aroma really does validate the hype.