In an era where burger prices in Israel continue to skyrocket, with large chains unhesitatingly charging upwards of 70 shekels ($19) for a patty and a bun, a contrary reality seems impossible to imagine. However, as part of the Israel Hayom "Lowest Price" series, a visit to Afula revealed a phenomenon that defies market logic: a complete burger for the price of a single shekel (27 cents). This is not a sample size or a practical joke, but a full meal priced lower than a bottle of mineral water.
This inconceivable price point is the brainchild of Vitaly, the owner of "Vita Food Afula," who decided to combat the rising cost of living through extreme measures. Rather than enticing customers with standard sales, he established a price impossible to ignore. He insists this involves a 4.2-ounce (120 gram) beef patty, ground on-site and served with house pickles and sauces, offering no compromise on quality or size.
The true surprise, however, lies in the ingredients. In a venue where one might expect inferior meat, the kitchen delivered a patty crafted from a blend of Angus brisket, Angus neck, and Angus ribeye cap. These premium raw materials are typically the hallmarks of gourmet burgers sold across Israel for 70 shekels or more.
"The price is not intended to project cheapness, but to cause people to taste and understand that there is something different here," Vitaly explained.
When asked if this is merely a marketing gimmick, Vitaly was adamant. "This is not a promotional move," he said. "I am fighting prices as much as possible, and it is most important to me that people arrive, taste, and return." Regarding his business model – or lack thereof – he remained transparent.
"I am losing money on every order, and this is part of my calculation," Vitaly said. "I believe that if people discover the taste, they will return for dishes at a higher price as well." Vitaly addressed the potential stigma that such a low price might imply poor quality, expressing confidence that the flavor would resolve any doubts.
"Anyone who understands meat will immediately feel that these are quality cuts and true meticulousness," he said. "The price is intended only to cause people to stop, enter, and discover the place."
Ultimately, after the first bite, the single shekel becomes almost an anecdote. The burger proved to be juicy, balanced, and precise, easily competing with leading restaurants in the genre. While the price may sound like a joke, for Vitaly, it serves as a tool to invite the public to discover a small venue with massive flavor – one that succeeds in creating a culinary revolution before the receipt is even printed.
