Aroma Israel, Israel's largest cafe chain, is launching a new menu and putting up its prices. The price of salads is going up 8-17%, while pastries will cost 8-11% more.
The new menu went into effect in the middle of last week at the chain's branches in northern Israel, and is expected to reach branches in central and southern Israel at the beginning of this week.
The biggest rise in prices is for a large chicken salad, from NIS 42 to NIS 49, a 17% increase. The price of an ordinary chicken salad rose from NIS 39 to NIS 42, a 7.7% hike.
Tuna salad and Aroma salad jumped from NIS 39 to NIS 44, a 12.8% increase.
Prices of salads in all categories rose. An Israeli salad went up from NIS 26 to NIS 29, 11.5%, while halumi and Jerusalem salads rose 11.4%, from NIS 35 to NIS 39.
The price of Quinoa salad and Caesar salad rose from NIS 39 to NIS 42, a 7.7% increase.
Pastry prices were increased by NIS 1, amounting to an increase of 8.3-11%. For example, filo and date pastries went up from NIS 9 to NIS 10, an 11 rise. Cheese, croissant, chocolate, and butter croissant pastries, which were formerly sold for NIS 11, will cost NIS 12, a 9% price hike. Vanilla Danish, chocolate crisps and Danish cinnamon pastries will cost 13 instead of NIS 12, an 8.3% rise.
Aroma Israel did not raise the price of its coconut orange cake, which remained at NIS 12. Sandwich and breakfast prices were also unchanged.
Breakfast at Aroma Israel costs NIS 39, or NIS 44 with a beverage. Prices for whole sandwiches start from NIS 18 for a Greek or hard cheese sandwich, with the new menu adding a salty cheese sandwich at the same price.
Aroma Israel has two other sandwich price categories: the NIS 29 category, which includes omelet, tuna, halumi, salty white cheese, avocado, Sabich, and humus omelet, and the NIS 33 category, which consists of salmon, chicken, and roast beef.
Aroma Israel operates Aroma branches all over Israel, except for Tel Aviv, where the branches are operated by Aroma Tel Aviv. It cannot be ruled out that Aroma Tel Aviv will follow the example set by Aroma Israel by raising its own prices.
Aroma Israel said in response, "For the first time in two years, following the rise in input prices, we have approved a rise in the maximum price list for salads and some pastries. This increase reflects a 2% increase in the maximum price list of the entire menu."
Published by Globes [online], Israel business news - www.globes-online.com - on August 9, 2015
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