"It's impossible to not be surprised by what has happened. There have been companies which sold coffee for NIS 5 per cup, but there was no hullabaloo about it. Coffix appears to have done outstanding marketing work," café chain Aroma CEO Asher Lev told "Globes".
"Globes": What's the message you're hearing from all this commotion?
Lev: "Always listen to the consumer, and it seems that we should examine ourselves on this point, which we are doing."
Do you think that consumer anger is changing consumption habits? Will people buy less coffee at café chains?
"I cannot say if this will be long term or if it will pass, but I believe that the market has changed a little."
Does that mean that you'll lower prices for coffee to go?
"We've said that we're seriously considering the matter, and it will probably happen."
Cofix owner Avi Katz told "Globes" that he would let the customers do his public relations work for him, and that they were doing it diligently. While there have been hostile responses, there have also been very emotional responses in identification with the NIS 5 coffee chain.
Published by Globes [online], Israel business news - www.globes-online.com - on October 14, 2013
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