Israel’s Burger Boom Turns a Fast-Food Staple into a Multi-Million Shekel Industry

What was once a cheap symbol of fast food has become one of Israel’s most sought-after dishes, with annual turnover estimated at about 2.5 billion shekels and hamburgers accounting for 12.5% of food-sector revenue. The article traces how burgers moved from old Tel Aviv counters and legendary roadside diners to branded institutions with devoted fans, where even standard meals now often cost 80 to 90 shekels or more.

At GDB, widely described as Israel’s most famous burger today, demand is so strong that the chain still refuses to deliver. Its two Tel Aviv branches serve roughly 2,500 customers a day. The brand’s distinctive burger, known for a black-garlic dome bun, uses 14 different cuts of beef, is coarsely ground, and dry-aged for 21 days, like a premium steak. That popularity helped drive a major deal, when the Nono Mimi group bought 50% of the brand for 65 million shekels. Co-owner Oz Salma said, “We sold cheaply, we did not want to exaggerate,” adding that “the timing was very fast for us.”

The transaction surprised many, but accountant Tiko Franco argued it made sense given the market’s scale. “Whoever understands the field is not raising an eyebrow,” he said, estimating the burger business could be worth much more. Not every operator is equally optimistic. Dor Yaakov, owner of The Alley, moved his burger business from Metula to Tel Aviv after the war began on October 7, 2023, then tried and failed to expand with business partners. He said that when he opened on Yehuda Halevi Street, he found 132 burger sellers nearby, and called the sector unstable because of wars and repeated disruptions. He is now returning to Metula, where he says customers keep coming despite sirens and interceptions.

Veteran chains are also adapting to rising costs. Agadir is marking 30 years and keeps innovating with items such as a Wagyu burger called “Yakuza,” served with mizuna leaves and Japanese vinaigrette. Owner Eitan Treblus said beef today costs about three times what it did when he started 30 years ago, and that he tries to keep prices as fair as possible even though a standing shawarma now costs 70 shekels. At the other end of the spectrum, the Elvis inn on the road to Jerusalem has served the same burger since 1974, and owner Noam Yoeli said the place has kept its secret recipe for more than 40 years, including with American Marines who train in Israel.