Not sure how to categorize this joint, but I guess it's a premium fast food bar. The direct competition in the area would be Star Bucks, Panera Bread and Chipotle. Aroma has better quality food than all of them, in my opinion.
The bread always tastes fresh and the ingredients they use in sandwiches/salads/soups are generally high quality. The soups I tried taste rich/flavorful and not salty, unlike most other similar places. My favorites are chicken quinoa and red lentil soups.
Pretty much all of their sandwiches are good, you won't be disappointed. Coffee is better than average.
They have a large selection of smoothies/frozen drinks but I am generally not into them. A friend of mine tried one and said it was too sugary.
This is one of the better breakfast/lunch options at Shops At Don Mills mall. Recommended!