In Jerusalem


The aroma of competition

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.

Read More..., the online edition of the Jerusalem Post Newspaper - the most read and best-selling English-language newspaper in Israel. For analysis and opinion from Israel, the Jewish World and the Middle East. offers expert and in-depth reporting from Israel, the Jewish World and the Middle East, including diplomacy and defense, the Palestinian-Israeli conflict, the Arab Spring, the Mideast peace process, politics in Israel, life in Jerusalem, Israel's international affairs, Iran and its nuclear program, Syria and the Syrian civil war, Lebanon, the Palestinian Authority, the West Bank and Gaza Strip, Israel's world of business and finance, and Jewish life in Israel and the Diaspora.

All rights reserved © The Jerusalem Post 1995 - 2013