Caffeinated David Takes On Seattle's Goliath

Here's a story about an Israeli coffee company that is opening stores in the U.S. Can the fact that Starbucks pulled out of Israel in 2003 indicate anything about the chances of success for "Aroma" in the U.S.? I always used to think that Starbucks would not do well in New Zealand, the place of my birth, but each time I return there I seem to see more Starbucks stores that have sprung up, and which appear to be popular with teens. It's a fashion statement I guess, and of course Starbucks in New Zealand has "naturalized" to the extent that they offer the ubiquitous flat white in their New Zealand and Australian stores. But I have to take my hat off to the Israelis for defeating the goliath on their home turf.

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