About Aroma Espresso Bar
Aroma Espresso Bar is an international café chain founded in Jerusalem in 1994, known for its specialty coffee and freshly prepared Mediterranean-inspired food. The brand has grown into a global coffeehouse with over 160 locations in Israel and additional cafés across Canada, the United States, and other countries, serving customers in a modern, welcoming café environment.
The Challenge
When COVID-19 lockdowns forced restaurants and cafés across Canada to close in-restaurant dining, Aroma Espresso Bar franchisees faced an immediate drop in foot traffic and daily routine visits.
Coffee runs, breakfast meetings, and lunch stops—core drivers of Aroma’s business—disappeared almost overnight as customers shifted to working from home.
With in-store dining shut down, franchisees faced several critical risks:
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Rapid decline in sales and transaction volume
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Loss of daily routine traffic from nearby offices and commuters
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Reduced brand visibility within neighbourhood communities
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Low awareness of delivery and takeout options
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The risk that customers would shift their loyalty to competitors already active on delivery platforms
The objective was to replace lost in-store traffic with digital demand, ensuring customers could still incorporate Aroma into their daily routines from home.
The Solution
To help franchisees adapt quickly, we partnered with Aroma and Uber Eats to implement a localized digital marketing strategy designed to maintain demand, drive delivery orders, and keep Aroma top-of-mind in local communities.
The strategy focused on:
Strengthening local brand presence Reinforcing Aroma’s connection with neighbourhood communities despite lockdown restrictions.
Uber Eats partnership and localized promotions
Working closely with Uber Eats to launch neighbourhood-specific promotions and limited-time offers designed to stimulate demand.Positioning Aroma for at-home routines
Reframing Aroma as an easy, accessible at-home option for coffee, meals, and catering.
Maximizing visibility within the delivery ecosystem
Leveraging Uber Eats in-app placements to ensure strong visibility within the platform during peak ordering periods.
Services Provided
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The campaign integrated delivery platform visibility with targeted digital media to capture both active and passive demand.
Key activations included:
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Geo-targeted Meta campaigns promoting delivery and takeout options
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Uber Eats promotional offers designed to drive immediate orders
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Strategic Uber Eats in-app placements to capture high-intent users
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Messaging focused on convenience, accessibility, and safety
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Creative positioning Aroma as part of customers’ new at-home routines
By ensuring Aroma appeared both within delivery apps and across social media, the campaign created multiple touchpoints for local customers.
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Results
The strategy delivered strong performance across delivery and takeout channels, helping franchisees stabilize revenue during multiple lockdown periods.
By combining localized digital marketing, delivery platform partnerships, and targeted media, the campaign successfully transitioned Aroma’s customer base from in-store visits to digital ordering—helping franchisees navigate one of the most challenging periods for the restaurant industry.
Snapshot
- Increased awareness of delivery and takeout options across local markets
- Increased and sustained order volume through Uber Eats by 79%
- Increased order volume for takeout orders by 148%
- Helped franchisees offset lost in-store traffic and revenue during the multiple lockdowns.
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