Aroma Espresso Bar Arrives in Toronto Packin' Chocolate and Free Wifi
When the Annex area JJ Muggs/JJ Albany's/Albany's finally bit the dust last year, I wondered what would take its place. The Bloor West & Albany Ave location is a big storefront with huge patio potential, so a new resto or cafe would be a shoe-in. Then again, the Annex needs another restaurant (let alone sushi place) like it needs another poor university student... there are already far more than this neighbourhood knows what to do with.
Still, sure enough, a few months and a huge renovation later, redundancy rules as Israeli import, Aroma Espresso Bar debuts to challenge American standard, Starbucks, and Canadian stronghold, Second Cup, on opposing corners of this caffeinated intersection.
I walk in and my first impression is, well... I'm impressed. The cafe has much better atmosphere and design than a stale Martha Stewart inspired Starbucks, and the almost Parisian red/black/chrome interior is a step up from Second Cup's various shades of le brown... though SC does score points for coziness whereas Aroma can feel a little too slick.
Every other table is appears to be equipped with a blogger of some kind (ok, just 'net-users, but who knows) as a free WIFI pass code comes printed on each receipt.
Frills aside, let's talk coffee...
Unlike the major North American coffee shops across the street, Aroma is not banking on inventing new pseudo-coffee concoctions every month (as good as some of those might be). They're sticking with absolute coffee classics.
The chart pictured here, sits on the counter and while there is a real menu board up on the wall, this is about all the aide you need.
Yes, six types of espresso.
No, you aren't on Corso Italia, this is still the Annex!
As usual, I've brought some friends to sample the new place with me, so we put in our order and soon our names (yes, like they do at Lick's) are called out at the counter so we can pick up our order.
It's a nice personal touch (even if the spelling was a little atrocious) and perhaps better than someone shouting "MOCHA" and 3 people show up to debate whose cup it is. At the same time, the names are all printed on receipts -- one for you, one for them -- so there's a lot of paper going to waste. I hope they've got a grey bin behind that counter.
First up, a double espresso -- a solid kick of caffeine and flavour. Simple and likeable, I'd order it again, though I'm thinking the Turkish Coffee may be worth a shot next time I'm looking for a jolt.
A large foamy Mocha is next and it looks great. When I can finally sneak a sip from my friend, I begin to understand why she's cradling it with such love. It's thick and blended really well. The testament to that is this photo:
Even after drinking up some of the foam, a stir-stick still stands at attention in this tall cup of Mocha goodness.
You may have noticed the "Aroma" chocolate alongside that cup. It doesn't come with the Mocha, it comes with everything. Regardless of what you order, you get a solid little piece of milk chocolate on the side. Not a make or break item when choosing Aroma, but its nice to see that when you're paying a decent price for coffee (prices are similar to Starbucks in most cases) that you are actually getting that little bit extra in terms of quality and service.
From the non-coffee choices:
After tasting the chocolatey mocha, a full on Hot Chocolate was inevitable. This one had another friend just sitting there just taking in the aroma for a minute (how appropriate). While I poked fun, it's true, the smell of real chocolate, not bottle semi-chocolate syrup or powder, is a lovely thing.
Pictured at the top, you can see through the clear glass cup she's stirring, I wasn't kidding about the chocolate. Reminds me of the delectable Italian hot chocolate at B Espresso on Queen East.
Tea, on the other hand, was nothing to rave about, but it was good, reasonable priced (one price for any size) and the selection was decent (5-6 types). Hopefully they'll be adding even more though as Torontonians are used to having a pretty wild selection of teas to choose from.
Aroma also offers some fresh-baked pastries as well as sandwiches and salads (all made fresh in-house).
Pastry-wise, the cheese danish is a flakey kind of wonderful whereas the mini cinnamon bun was under-baked... a little hit and miss.
The sandwiches and salads I simply have not tried yet, though I was surrounded at other tables by monster salads that looked amazing.
Looking forward to your thoughts on their food offerings.
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Aroma Espresso Bar
500 Bloor St. W (Corner of Bloor & Albany)
416-536-7750
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Those espresso are fairly standard at any high-end cafe but I can't wait to check this place out!
Thanks for the great review, Tanja as I've been meaning to check it out. I think a Turkish coffee is on tap this week.
Wow, looks slick. Will have to try it out some time.
It would seem more authentic if they'd spelled "macchiato" correctly on the menu.
Any improvement over the undrinkable espresso served by Second Cup and the relentlessly-synergized corporate atmosphere of Starbuck's is most welcome.
How are the prices?
Crystal, prices area mostly in sync with the other 2 competitors, with some items a little cheaper and some a little pricier... it's also a different price for large items if you stay or if you go (less paper cup means less denaro.. save the planet)
For example:
Espressos = $1.80
Canadian coffee = $1.40-$1.85
Mocha or Hot Chocs = $3.30-$4
Tea = $1.65
Right beside the cinema. What a treat!
been there, great
Wow, the first pic looks delicious.
went and had one of the sandwiches alongside one of the best cappuccinos I've had in a while. very impressed.
been there twice - coffee is truly great and so are the sandwiches and salads.
been there twice - coffee is truly great and so are the sandwiches and salads.
I agree.. the coffee is amazing and I can't wait until they put some seating outside.
The only thing that put me off was the different prices for stay-in vs. to go. While the concept is very European, it just comes off as pretentious in a north american city, and if anything, encourages waste.
Coffees rank with the best Italian places in town. Walk in to the wonderful feeling of fresh-baked breads. Ambiance and decor is sophisticated yet warm. Its the best on the strip.
^^^GAZA STRIP??***
:)
The owners of this new coffee bar were smart. They located in an established coffee hot spot, steps away from four other coffee joints. They have a great product and great decor and will quickly dominate an established market. They need to bring on the patio ASAP.
Their ice cafe's are the BEST! Last time I had one was late august of '06 in Jerusalem. I've had some serious withdrawal. So happy they've opened on in TO.
I hardly think anybody calling it "expresso" is fit to do an espresso bar review.
"First up, a double expresso -- a solid kick of caffeine and flavour. Simple and likeable, I'd order it again, though I'm thinking the Turkish Coffee may be worth a shot next time I'm looking for a jolt."
And yes, the improper spelling of Macchiato is a shame.
Sam, the embarrassment of making that typo (after already spelling it correctly earlier in the review, thank you very much) was enough, you don't have to be such an asshole about it.
The instance has been corrected.
As far as I know, the drink can be spelled espresso OR expresso in Italian, just as tassi (a cab) can be spelled taxi too. A search I did on the Web seems to corroborate this (I am not a native Italian speaker).
Thanks for a great review. So we finally have a chain with real hot chocolate in the city? Can't wait to try this place.
No you can't spell it expresso in Italian, don't ask me why ;-)
And yes the "macciato" kind of puts me off. Macchiato literally means "stained" like stained with a bit of milk.
Simply enough, it's because technically there is no X in the standard Italian alphabet. It only occurs in words that are considered foreign.
http://en.wikipedia.org/wiki/Italian_alphabet
I've been here twice and loved it both times. Great coffee and great atmosphere!
The best Hot chocolates on this planet and nothing can beat alfajores, try it you'll love it.
finally a cafe in toronto that actually knows what an espresso is and actually make one...live long aroma
These people know what they are doing! Likely one of the nicest places in the annex. Like to support my fellow jews! I give them a chai 5!
possibly one of the finest coffee places in the city. Everything I've had so far has been amazing. Freshly baked pastries, drinks made to a higher standard the starbucks, and great (and big) salads. Can't wait for a summer patio!!!
kmo ba'aretzzz.....'nuf said...
now i have tried hot chocolate all around...the best which is no longer available since the spot closed was "Sugar Cafe" for its hot chocolate with
pure dutch press hot chocolate....Aroma comes very close...and I mean
very close...with a capital on VERY...and they do the same traditional mark
by leaving chocolate with the beverage which i really do enjoy....
all in all anything is better than starbucks....and this is far and beyond the starbucks experience and product offering..
This place is GREAT! The coffee is superb. The sandwiches are amazing, as well. I had a veggie sandwich and my friend had the chicken sandwich. Whenever I am downtown, I definitely visit.
At least now you Torontonians know there is a better way ;) Starbucks were forced to shut down in Tel Aviv simply because they weren't as good as the local chains (and their branches in Tel Aviv were much better than those here!...). In Israel, Aroma is considered plain in comparison to the other, more 'sophisticated' chains, such as Arcaffe - my personal favourite. Kinda funny that everybody here seems to think it's so upscale... Who knows? Maybe there will be an Arcaffe branch in Toronto as well! :D
Have a look: www.arcaffe.co.il
I've been a little more than a half dozen times, and while the coffee is pretty good, I don't think I've ever had them take the order right on the first try.
I understand getting mixed up on a detail like here or to-go, but I consistently have them repeat back to me something totally different than what I ordered. There's thinking you asked for a small when you ordered large, and then there's repeating back to you an order for a decaf cappuccino when you ordered a large regular latte.
I'd think it was all my bad if it didn't happen to the people I was with as well. A friend of mine who lives in the neighbourhood says it happens to her so often she just expects to repeat her order two or three times, every time. Bit of a damper.
i am visiting aroma twice a day: on my way to work and on my way back from work.
nothing like that never happened to me. the service is always great, staff is friendly not to mention that the product is amazing.
"... next time I'm looking for a jolt."
I appreciate the review and will check out Aroma next time in the Annex, but I think you're sort of missing the point of espresso if it is merely a means to a "jolt", as the above would imply. You're better off going to Timmy's in that case. Nor should it be "simple". In fact, good espresso is as complex as wine. I've heard good things about the cafe culture in Israel. My former roommate from Tel Aviv was appalled by coffee situation in Toronto, and rightly so. Perhaps Aroma will help.
Anyone know what time this place is open til at night?
I like it. The latte is strong enough for my tastes, and just hot enough too (unlike Manic's, which is full bodied, but because they have it at exactly the right temperature if you don't drink it all in one go, it goes cold). For $3.10 a medium/regular latte I was very very happy (size & quality wise). It's easily in my top 10, maybe my top 5 if I sat down and thought about it. I'm factoring in price though.
And yes, the girl told me at the counter it was the Isreal Tim Hortons; it's one upscale one ^^ Definitely like the chic modern.
aroma is truly the best, im glad israel decided to share their coffe with us =D
Makes me feel proud to know that an 'Israeli invention' is doing so well in the U.S.!
SO SO SORRY!! This is in Toronto!! Canada!! My apologies for having said the U.S. in my previous posting.
Canada's Israel has a story about Aroma.
Check it out
http://www.canadasisrael.ca
I've checked out this place. the drinks are delicious, and the service friendly+prompt. love it.
The Caesar Salad is the best in the world. I have gone on long travels just to have it. And the place is such a good place to work if you have a laptop.
I lived in Israel for seven years, home of Aroma. The greatest thing there IS there sandwiches. Does the Canadian version carry the Haloomi sandwich, a fried cheese with tomato, lettuce and creamed cheese? If so, it would be worth the trip to Toronto.
I just went there for the first time this morning for breakfast and I really enjoyed it. The atmosphere is very atypical of other coffee joints; it has a bar- or lounge-like feel, which is nice.
The only drink I had was a brewed coffee but after reading your blog I am definitely going to be trying a cappuccino or two... or five :)
heyy I just want to say that this is the only place in Toronto that there is a good coffee
is someone know if they are going to open another Arome at the Promenade mall and when?
walla anashim, hachalumi shel aroma nimcar betoronto. Ktzat gumi aval adain me'al hatacharut. Kol Hakavod.
Ever since I landed in Toronto, I've been appalled by the horrible quality of food and drink served here. There an expression in Israel: Either you make hummus with love, or don't make it at all. If you were ever stranded out on the street late at night and smelled the coffee and pastries being prepared in Aroma on Hillel Street at 5am, you'd know what I mean. As was mentioned in the thread - Aroma is not generally considered the most exclusive cafe in Israel, but it has pride and after being to the one here -- I'm glad that they're trying to reproduce it.
I actually found it pleasantly surprising. The espresso was pretty good, above Starbucks watered down quality by far. I've noticed it's hard to get an espresso made these days from the old machines where people do some work- the new ones (Starbucks uses) are just a button and the espresso is too weak? I hope they open one of these near my work? ahhh yes, a good review. I even like the mini sized cookies.
Their sandwiches and salads are amazing... I haven't tried the ones in Toronto but I assume that they would stay true to their Israeli partners...
They're opening one at the Promenade REALLY soon! I heard it's opening this week but not 100% sure.
I love this place...heading over there right now as a matter of fact....
I Hope it opens soon. Its Feb 9th and it still hasn't Opened. The mall looks great though.
Great coffee, great atmosphere.
My only beef is...why haven't they gone fair trade with their coffee?
The Atmosphere is amazing compared to before. I wonder why there is no fair trade. The service needs to speed up though. But I guess that great food and drink takes a while to prepare.
OK, I like Aroma, but the guy at the front counter just informed me that they have deliberately disabled the power outlets on the walls in the seating area so that customers won't stay after their laptop batteries die. Otherwise, "we would be paying you to sit here," he told me. I guess it makes sense from their perspective, and as a business model, but as a customer my first thought was that I could go across the street to Starbucks and get two hours' free wifi AND an outlet for the price of a coffee that is almost as good.
I like the place very much but GAZA STRIP is the taste which comes to my mouth through each sip!
maybe you shouldn't sip
What a great review! Did you know that they opened a new one at the Promenade? What a cool place...
BEST CROISSANTS EVER!!!!!!!! FLAKEY, BUTTERY, PERFECTION
so good, worth the 1 hour drive.
Please open more!!!
My grandmother she always goes to the mall always to have a capucino and it is soo delicious and i have never had coffe in canada until aroma opend. I ador the muffins it is amazing the best i have ever tasted !!!!!!
I was served by this lovely cashier (Dan) and let me tell you, it's worth going there just to talk to him! I love this place!
I was a visitor from the States who heard about Aroma and checked it out. Better then advertised. Clean, friendly, terrific food, reasonably priced.
5 stars.
Great place for coffee and a meal.
Love the place, finally a succesful business in that corner!! free wifi, makes a huge difference, coffee quality is illy, quite safe..
Indeed, most outlets in Aroma don't work. PC users may have trouble connecting to the internet. I've been there around 10 times the past year and everytime I go all the tables are strewn with breadcrumbs and pastry flakes are also stuck on the upholstered chair too. For those who are interested in consuming coffee with the futuristic experience, the "chic" brand image is ironically juxtaposed by a disheveled interior. Many times I've entered to find the 70s mod coffee tables and chairs out of place--something the deliberately vintage look (and affordable prices) of Tequila Bookworm can pull off but not for the price of things at Aroma and the well-to-do Bloor West neighborhood. This place is sort of healthy-fast-foody---an Israel-based Starbucks if I might say. There's something humiliating about having fawny staff call out your name on a PA system when your drink is prepared. I give them credit for having the soymilk option and also putting real chocolate in the mocha but the service model and hygiene is somewhat lacking.
Why would you go there 10 times if you review is so bad? something doesn't smell right Jennifer...
aroma is truly one of the best coffee places in town.
There is not Aroma in the Gaza Strip, sorry.
I love this place! Me and my friend go there all the time and I believe that Aroma is one of the nicest coffee shops downtown Toronto. Comfortable environment, great sweets (specially the croissants!) and good coffee. I definitely recommend Aroma.
I still remmeber Aroma cashier unloaded fake money on me in Eilat because I am obviously a foreigner to them. Now I remember I gonna write them complaint letter to their CEO.....other than that I was a bit obssessed with their iced-tea with generous amount of mint and lemon.
Hi Everyone, looks like aroma just opened up their Yonge and Eglinton location...
it looks great!
Jennifer, What does Fawny mean in regards to the staff? Do you mean phony or do you mean that they have the characteristics of a baby deer? I find the staff to be very friendly and I have not seen any yet that remind me of baby deer. I also find the interior to be quite clean and more comfortable than many other cafes I have been to.
This is an excellent coffee shop. My only beef is that they do not clean the tables, and this has been without exception every single time I've gone. I even tried to pass this on to the manager in a positive way but they are simply not interested in performing this vital service. You either clean the table yourself on enjoy someone else's spills and crumbs. I agree with the no internet policy for tables by the windows. I never understood why a single individual thinks they can spend $1.50 for a coffee and hold a prime table location hostage for up to two hours. Wake-up and smell the coffee!!!! Do you remember the days when coffee shops had a 15 to 20 minute time limit. Starbucks obviously encourages this type of self-indulgence so go there and sit for hours if you can't stand being in your own home.
LOVE THIS PLACE!
Offering free wi-fi is useless when no usable outlets are provided to plug in a laptop that's about to run out of power.
hmm...do people not have power outlets at their homes? I guess not. This would be helpful for recharging your laptop battery before camping out at coffee shops for hours and hours at a time. Or might I suggest your local library! Often the best place to do computer work for long periods of time. I could be wrong- but libraries might even have power outlets- heck, they might even be connected to the world wide web.
Good one Larry.
For public library newbies, all Toronto Public Library branches have wireless, as well as internet workstations for those without laptops.