Aroma espresso bar became the first espresso bar in Israel when it opened its first coffee shop in Jerusalem in 1994. Today Aroma has dozens of branches throughout Israel, as well as in the US, Canada, and Ukraine. In Romania, Cyprus and Kazakhstan the chain operates under the brand name marrone rosso. Aroma is currently the largest café' coffee retailer in Israel, and cooperates with the Ballestra family from Naples, Italy, who for generations has been specializing in the production of gourmet coffee. Aroma's knowledge and equipment in the field of roasting coffee comes directly from this family.

Ram Ivgi, who represents Israel in international coffee competitions and manufactures professional espresso machines for the chain, provides professional counseling and contributes his vast experience to the unique blend of espresso and cappuccino served in Aroma's stores. Aroma imports its beans from South America and Africa, roasts them in its roasting house in Emek Ha'ela, and creates its own secret blend of cappuccino, espresso, filtered coffee, and Turkish coffee.