What Joe Caffe does

Joe Caffe is an Israeli specialty coffee company founded in 1997 in Tel Aviv by American immigrants David Klein and Dov Goldfarb, who pioneered on-site roasting and grinding of 100% arabica coffee. The company operates a digitally automated roasting facility in Holon with over €2 million invested in roasting ovens, capsule filling, carton packaging, and closed-system degassing equipment, producing approximately 35 tons of coffee per month and roughly one million cups monthly, split between whole bean and capsule output. Its core products are aluminum and compostable biopolymer coffee capsules in 10- and 100-pack formats, whole bean blends (Pisa, Napoli), flavored and geographic-origin variants (Caramel, Vanilla, Hazelnut, Chocolate, Cardamom, Colombia, Costa Rica, Tanzania, Trieste, Napoli), Deluxe and Dalla Corte Studio coffee machines, and accessories such as milk frothers and thermal cups, all of which carry kosher certification.

The business operates a hybrid go-to-market model. Direct-to-consumer sales run through the joe.co.il e-commerce site with home delivery and pickup options, supplemented by retail distribution through the Joe Delek convenience store chain in 200+ Delek Group gas stations, supermarket chains, and 13 branded coffee shop locations in hospitals, universities, malls, and business parks. A B2B channel supplies coffee blends, private-label production, and free machine placement to over 200 offices, cafes, restaurants, and hotels, with named flagship customers including Dan Hotels, Max Brenner, and El Al Lounges. Pricing is unit-based for consumer SKUs (₪14.40–₪120 per capsule pack; ₪399 for hardware) and contract-based for enterprise accounts, with a Joe Delek loyalty program linking coffee purchases to Delek fuel fill-ups.

Joe Caffe has been wholly owned by Delek Group, the Israeli fuel conglomerate, since 2020, when Delek acquired the remaining 49% stake following its 2011 acquisition of a 51% controlling interest. The acquisition coincided with rebranding of all Menta convenience stores to Joe Delek and entry into supermarket distribution, integrating Joe Caffe into Delek's broader retail portfolio alongside Burger King Israel and other subsidiaries. The company is led by CEO Ofir Karniciman, with founders David Klein and Dov Goldfarb no longer holding equity. As a private subsidiary, Joe Caffe does not publicly disclose financial results.

Name

Joe Caffe

Legal name

ג'ו קפה גורמה בע"מ

Website

https://joe.co.il

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

Joe Caffe is an Israeli specialty coffee roaster founded in 1997 and wholly owned by Delek Group since 2020, selling capsules, beans, and machines to consumers via its website, 200+ Joe Delek gas-station stores, supermarkets, and 13 branded cafés, and to enterprises via private-label supply and office coffee service.

Ownership category

akta.pro rank

Product category

Specialty Coffee Roasting & Retail

NAICS

Coffee and Tea Manufacturing (31192), Snack and Nonalcoholic Beverage Bars (722515)

SIC

Beverages (2080), Retail-Eating Places (5812)

akta.pro primary industry

Coffee Chains & Franchise Cafes (THAFADAB)

Keywords

• Specialty coffee roasting
• Coffee capsules retail
• Private label coffee
• Office coffee service
• Espresso equipment wholesale

Headquarters

HQ city

Holon

HQ country

Israel

HQ region

Middle East

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Capsule Sales (Retail): Sale of coffee capsules in 10-pack and 100-pack formats through e-commerce website and retail stores. Multiple flavors including classic, caramel, vanilla, hazelnut, chocolate, cardamom, decaf, and geographic blends.
2. Coffee Beans (Retail): Sale of whole coffee beans in 500g packages including Pisa and Napoli blends for home use.
3. Coffee Machines and Accessories: Sale of Deluxe capsule machines, milk frothers, thermoses, thermal cups, storage solutions. Machines sold at ₪399, accessories ranging ₪29-199.
4. B2B Coffee Supply: Supply of coffee blends to offices, cafes, restaurants, and hotels. Office machines provided free with paid coffee supply. Private label production for hotels and restaurant chains.
5. Private Label Production: Custom blend development for business customers. Produces private label coffee for Dan Hotels, Max Brenner, El Al lounges, and other hospitality businesses.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels4 records

Core offering

Joe Caffe is an Israeli specialty coffee roaster that produces and sells 100% premium Arabica coffee as whole beans and as Nespresso-compatible compostable capsules in 10-pack and 100-pack formats, complemented by branded espresso machines, accessories, and end-to-end B2B coffee service for offices, hotels, and restaurants. The company operates a fully integrated coffee factory at the Bar-Lev Industrial Zone, runs the Joe Delek convenience store chain, and supplies private-label coffee programs to leading Israeli hospitality brands.

Product overview

Joe Caffe is an Israeli coffee company offering a comprehensive coffee product portfolio consisting of capsule coffees (in 10 and 100 capsule packs), whole coffee beans, coffee machines, and accessories, along with business services and a loyalty program. The core products include house blend capsules (Joe), flavored capsules (Caramel, Cardamom, Hazelnut, Vanilla, Chocolate), regional varieties (Colombia, Costa Rica, Tanzania, Trieste, Napoli), decaf, biodegradable, and Extra/Ultra Strong options. The company also sells Deluxe capsule machines in white and black, accessories like milk frothers, thermoses, and tumblers, the professional Dalla Corte Studio espresso machine, and provides business coffee services to offices and cafes. The company operates the Joe Delek loyalty club connected to Delek fuel stations.

Differentiator

Problem solved

Functional benefit

Brands

• Joe Delek Loyalty Club (מועדון ג'ו דלק): A customer loyalty club affiliated with Delek fuel stations, allowing customers to accumulate coins on purchases and fuel fill-ups, redeemable for rewards.

Products and services

• Joe Caffe Coffee Capsules — 10-Pack Multipack (capsules de café קפה ג'ו) A 10-capsule Nespresso-compatible multipack in a single flavor intensity (Espresso, Intenso, Lungo, Decaffeinato, flavored variants such as Vanilla, Caramel, Hazelnut, Chocolate, Coconut, Apple Strudel, Tiramisu, Irish Cream; and Ultimate intensity variants). Sold retail at ₪19.0 with a 20% bundle saving and a wide flavor assortment for Israeli home consumers.
• Joe Caffe Coffee Capsules — 100-Pack Bulk (capsules de café קפה ג'ו) A 100-capsule bulk pack offering a lower per-unit price (₪99.0–₪109.0) for high-volume home and small-office users, in the same flavor and intensity range as the 10-pack line.
• Joe Caffe Whole Bean Coffee — Pisa and Napoli Blends (café en grains קפה ג'ו) 100% premium Arabica whole bean coffee sold in retail bags, offered in two signature blends: Pisa (smoother, balanced) and Napoli (fuller, more intense body). Aimed at home consumers who grind their own beans.
• Joe Caffe Deluxe Capsule Espresso Machine (white and black) (machine à café קפה ג'ו) A branded compact capsule espresso machine sold in two color variants (white and black), designed for use with Joe Caffe Nespresso-compatible compostable capsules for home use.
• Joe Caffe Coffee Accessories Line (accessoires café קפה ג'ו) A curated retail accessories line including an automatic milk frother (₪79.0), a stainless-steel double-wall tumbler (₪69.0), a 6-piece espresso cup set with saucers (₪69.0), an airtight coffee storage jar (₪49.0), and a 500ml thermos (₪59.0) to complement home coffee brewing.
• Dalla Corte Studio Multi-Boiler Professional Espresso Machine (Dalla Corte Studio) A professional multi-boiler espresso machine distributed by Joe Caffe to bars, cafés, hotels, and restaurants, offered as part of the company's HoReCa equipment program.
• Joe Caffe B2B Coffee Service for Offices, Hotels, and Restaurants (service café entreprises קפה ג'ו לעסקים) A turnkey workplace and hospitality coffee service that includes free placement of the espresso machine, regular maintenance, barista training, and ongoing delivery of fresh beans or capsules; consumables drive the recurring revenue while the machine itself is provided at no upfront cost.
• Joe Delek Loyalty Club (club Joe Delek קלאב ג'ו דלק) A retail loyalty club available to Israeli consumers that provides members with regular newsletters, exclusive promotions and discounts on coffee products, capsules, machines, and accessories.
• Joe Caffe Private-Label Coffee Manufacturing (marque blanche café קפה ג'ו) Custom blend development and contract roasting/capsule manufacturing for Israeli hospitality and consumer brands under their own labels, including named partners such as Strauss Group, Café Landwer, and other chains listed in the source.

Quantifiable outcome

• 35 tons of coffee roasted per month producing approximately 1 million cups

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core, major, flagship and minor.

• Dalla CortecoreTechnology or IntegrationItalian professional espresso machine manufacturer. Dalla Corte Studio machines sold through Joe Caffe for home and office use. Features professional-grade MultiBoiler technology.
• WMF (Professional Office Machines)majorTechnology or IntegrationGerman professional coffee machine manufacturer. WMF office machines provided to businesses in Joe Caffe office coffee service program, described as 'the Mercedes of coffee machines'.
• Dan HotelsflagshipStrategic or Co-development PartnerLeading Israeli hotel chain. Private label coffee blend produced exclusively for Dan Hotels.
• Max BrennermajorStrategic or Co-development PartnerChocolate and coffee house chain. Private label coffee production for Max Brenner locations.
• El Al AirlinesmajorStrategic or Co-development PartnerIsrael's national airline. Private label coffee (Trekline) supplied to El Al business lounges.
• Chita DeliveryminorChannel Partner/ Reseller/ DistributorThird-party delivery company handling home delivery logistics for online orders.

Scale indicators8 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Aroma Espresso Bar: Largest Israeli café chain with hundreds of locations, brewing branded espresso with its own bean supply; directly comparable to Joe Caffe's owned cafes and Joe Delek coffee counters in high-traffic locations.
• Cofix: Israeli low-priced café chain with nationwide footprint and growing private-label capsule/coffee operations; competing chain and DTC coffee brand in Israel with overlapping convenience-channel strategy.
• Strauss Coffee Israel (Elite brand): Strauss Group's coffee division is the dominant branded coffee player in Israel with the Elite brand, selling capsules, beans and B2B supply; competes head-on with Joe Caffe across retail and private label.
• Illy Caffè: Italian premium coffee roaster with capsules (iperEspresso), B2B foodservice supply and licensed caffè concept; directly comparable in premium positioning, capsule technology, and hospitality private label.
• Café Landwer: Long-standing Israeli café chain and roaster serving retail and food service with proprietary coffee blends; competes in the same branded coffee shop and B2B channels as Joe Caffe.
• Segafredo Zanetti (Massimo Zanetti Beverage Group): Italian coffee company operating branded café chains, capsules (Sistema Espresso), and B2B foodservice accounts worldwide; comparable integrated model across capsules, retail chain, and hospitality supply.
• Arcaffé (Israel): Israeli-Italian coffee roaster and B2B supplier to offices, hotels and restaurants with retail bean/capsule sales; direct competitor in Israeli specialty coffee and private-label hospitality production.

Broad incumbents

• JDE Peet's (Peet's Coffee / Jacobs Douwe Egberts): Global coffee giant operating B2B office coffee services (Peet's, Douwe Egberts, L'OR) and capsule/pod brands competing directly in the same office coffee service and capsule categories as Joe Caffe.
• Nespresso (Nestlé): Global premium capsule coffee category leader with the deepest SKU range, club subscriptions, and machine ecosystem; benchmark incumbent that defines the competitive category Joe Caffe competes in.
• Lavazza: Italian integrated coffee company with proprietary capsules (A Modo Mio, Lavazza Blue), B2B office coffee service (Lavazza Pro), and global hospitality accounts; competes with Joe Caffe across capsules and B2B office supply.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/joe-caffe

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Joe Caffe