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.

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A new and intriguing player is making its way into the fast-food market in Israel, with an emphasis on the world of burgers and meat sandwiches.

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The Hardee's hamburger chain, which operates thousands of branches around the world, will open 50 branches in Israel and is looking for an exclusive franchisee.

The chain belongs to the global restaurant powerhouse CKE Restaurant Holdings, which operates about 4,000 branches worldwide under the Hardee's and Carl's Jr. brands.

The senior management team of the American company, led by Vice President of International Franchise Sales and Development Marc Mushkin, willl arrive in Israel this December in order to identify a suitable potential partner for the opening of the first branch in Israel.

Entering the Israeli market is another step in the growth of the global network and the development of its activities in the Middle East.

"We are excited about the launch of the chain's network in Israel and the expansion of its business activities in the Middle East," said Mushkin. "We are looking for suitable candidates with operational and economic capabilities to establish at least 10 to 15 branches in the initial stage of the exclusive development agreement."

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Israeli media reported that Fox Group owner Harel Wiesel has been in talks to establish a partnership with his brothers Yoram and Ari Yerzin, both of whom own several successful eateries.

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Starbucks sold in Israeli stores between 2001 and 2003. But it never quite caught on with the Israeli public, who had plenty of Mideast coffee staples and fresher fare.

"This time Starbucks may succeed in Israel after changing its image in recent years, upgrading its types of coffee and expanding its range of baked goods and food, and the increase in the number of tourists coming to Israel who are used to the chain adds to its attractiveness," reported Israel's Channel 7.

The fast-food chain Shake Shack, founded in New York City in 2004, sells hamburgers, hot dogs, French fries and milkshakes. It currently operates in 12 countries.

Neither Starbucks nor Shake Shack is kosher.

Reprinted with permission from JNS.org

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