In Jerusalem

Grapevine

The aroma of competition

Cofix
Photo by: Yossi Rosenbaum
After A five-year hiatus, Yariv Shefa, who together with his brother Sahar founded the Aroma chain of coffee shops, has decided his time out has been long enough, and has returned to take his place on the company’s board of directors.

One of the reasons behind his decision was the new challenges posed by the entry of the Cofix chain into Israel’s coffee shop market, forcing rivals to lower the price of a cup of coffee if they want to be competitive. Even before Shefa’s return to active duty, the Aroma management decided to reduce its prices, and may lower them even further to keep its share of the market.



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