The Aroma of Morality…and Semi-Incompetence
Monday, November 12th, 2007
This is dumb, I know: Mario and I debated the morality of spending money in an Israeli-owned chain. Whether or not one agrees with our view on the Israeli-Palestinian issue, it’s obvious that wherever the Aroma location on Houston sends its profits, some of that money surely ends up in the coffers of the Israeli government — an organization we believe causes much harm to a people it is actively displacing. We eventually decided that since the parent corporation is in Israel that this might be set up like a franchise, with a flat franchise fee, meaning that whether or not we patronized the shop, the same amount was being sent to the fatherland. Justification can clearly be a mother of invention.
To our chagrin, the espresso is superb, and keeps us coming back if we’re in the neighborhood. I took Luis just last week. Mario himself lives across the street. There’s no way we’re going to be able to ignore this place, seductively wrapped in lusty red tilework and modern black and white accents.
One problem is the service can be rather incompetent. Mario tells me that they screw up his orders all the time, and that Friday night to Saturday night — for obvious reasons, the most competent managers are not working — it gets markedly worse. The last time I was there the cashier left Luis’ espresso off the order, only charging me for a mocha. It was a busy night, and when my order came up and the espresso was missing, the counter guy shrugged and said “she didn’t charge you for it.” You know, instead of apologizing to me and making me an espresso shot right then, which would have cost the company possibly 15 cents including labor, but bought a lot of goodwill. I’m amazed at how so many stores do not understand this.
Anyway, the mochas (and hot chocolates, I assume) are made by placing a few chunks of milk chocolate in the bottom of the cup and then pouring the appropriate hot liquids over it. It’s an attractive presentation and is cute in theory, but in practice you have to stir it for 5 minutes straight to get all the chocolate to dissolve. Not fun.
The food seems good, I had a “bureka treat”: phyllo dough “bread” surrounding hard-boiled egg, tomatoes, pickles, and tahini.
Overall, the product itself is good, but the service is bad not because of any bad attitudes but because of a total lack of competence. I’m sure it’s a problem that will be remedied eventually. The Israeli occupation of Soho is one that otherwise seems to be going well.
Aroma, 145 Greene St (Houston entrance), Manhattan
7am-11pm daily












