Hard-Core Marketing – Israel’s Coffee And Alcohol Revolution
March 2, 2014 / Arielle Adler
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Cofix, perhaps one of Israel’s most ambitious and certainly most recent coffee-to-go chains, announced to open Cofix Bar nearly 5 months after having launched its first branch in October 2013.
Cofix’s unique concept of selling all of their products for 5 NIS only (approximately €1) is intended to compete against convenience stores, coffee chains and bars where one can enjoy a warm, healthy or alcoholic drink, snack and sandwich for a most reasonable price.
Naturally the opening of Cofix caused an upheaval in the market as it hit hard on its competitors such as Aroma who quickly lowered the prices “as gesture” of some of their products.
Having done so, in most cases the competitors still offer their products for twice as much, in the best case…..
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