Joe "Menta" was established Twenty years ago, on HaHashmonaim Street in Tel Aviv, David Klein and Dov Goldfarb, a couple of immigrants from the U.S, established the first branch of the Joe Café. The Joe Café chain has about 250 branches at Menta gas stations across the country. Joe Café provides options for various people with sensitivity to gluten or sugar, as well as vegan dishes and more.