Aroma Espresso Bar, Israel’s largest restaurant franchise, will be opening a location in Westfield Montgomery Mall. A mid-November opening is planned.
The restaurant, similar to Panera in its set-up, offers coffee, soups, sandwiches, salads and pastries, some with an international twist (e.g., grilled halloumi cheese sandwiches, Bulgarian bureka).
With a couple of local partners, Eddie Benaim, owner of Potomac’s Bezu restaurant, is the franchise developer for the chain in the Maryland-Virginia-DC area.
Benaim said he has a commitment to open 10 restaurants in the tri-state area in the next four years. There are currently Aroma Espresso Bars in New York City, New Jersey and Florida, and about 140 locations in Israel, he said.
Some of the baked goods and pastries will be shipped frozen from Israel, proofed and cooked on site, and the coffee will be roasted and imported from Israel as well, Benaim said.
The restaurant, which will seat about 60, will be located on the lower level near Old Navy. For more info, click here.
In a few weeks, a Yogi Castle frozen yogurt shop will open in that same area. In addition, a Roti Mediterranean Grill will be opening in February 2013 at Westlake Crossing, the adjacent shopping center also owned by Westfield. The Chicago-based chain has several locations in downtown Washington and one in College Park.