New "Yasmin" Eatery in Bnei Brak Draws Crowds, Sparks Comparison to Tel Aviv's "Jasmino"

A new shawarma eatery named Yasmin has opened in Bnei Brak, drawing significant crowds and sparking comparisons to the well-known Jasmino stand in Tel Aviv. Located within a high-tech and business complex, Yasmin offers charcoal-grilled meats, with its aroma attracting passersby. The eatery has seen long queues, with a diverse clientele including tech workers, soldiers, and lawyers.

The similarities between Yasmin and Jasmino are striking, starting with the menu displayed on a brick wall, featuring items like kebab, merguez, chicken thighs, and spicy veal liver, all priced at NIS 44 in a pita. Ordering and payment are done at the counter, followed by waiting for one's name to be called. Yasmin also offers 'specials' not listed on the main menu, a concept mirrored at Jasmino, leading to a perception that certain items are intentionally kept from customers.

Despite the appeal, the wait times at Yasmin can be lengthy, with one customer reporting a full hour's wait for a pita during lunchtime, causing delays for those needing to return to work. The restaurant's interior is described as simple and unadorned, with a single picture of the Lubavitcher Rebbe indicating its kosher status, unlike Jasmino.

Yaron Alkayem, one of Yasmin's three owners, previously worked at Jasmino and claims the similarities are coincidental, stating they inherited the space and its features. He explained the 'specials' are popular items that sell out quickly. While the pita and veal sweetbreads were praised, the kebab itself was found to be dry and less flavorful than expected.

Jasmino responded by noting that Alkayem was not a founder and worked there for about four years. They also clarified that Jasmino is named after Jasmine, the source of their veal liver recipe, combined with a military commander's name.