Shawarma Prices Soar 37% in Four Years, Experts Reveal Cost Factors
Translated & summarized from Maariv by baba
Shawarma prices in Israel have surged by 37% in four years, with a wide price gap between establishments. Experts attribute the increase to rising costs of ingredients, labor, and operations, as well as branding and consumer perception, advising consumers to compare prices and not equate cost with quality.
The story in 6 lines · by baba
- Shawarma prices rose 37% in four years, reaching an average of 56 shekels.
- Price differences between shawarma plates can be as high as 91%.
- Factors beyond raw materials drive shawarma price increases.
- Price does not always correlate with the quality of the shawarma.
- Shawarma has become a branded product, influencing its price.
- Consumers are advised to compare prices and not assume higher cost means better quality.
The price of a shawarma plate in Israel has increased by approximately 37% over the past four years, with the gap between the cheapest and most expensive options reaching 91%, according to a study by the Institute for Retail Research. In 2022, the average shawarma plate cost 41 shekels, rising to 56 shekels by early 2026. However, this average masks significant market segmentation, with prices ranging from 35 shekels at Haziz in Or Yehuda to 67 shekels at Dabush in Nahariya.
Chef Kobi Haimov explained that while raw materials account for about two-thirds of the cost of the meat, they only partially explain the price disparity. Other significant factors include rent, labor, kashrut certification, branding, and consumer willingness to pay. The cost of operations, such as refrigerators and utilities, is spread across daily sales, meaning businesses with lower volume bear higher per-plate costs. Additionally, rising labor costs, with minimum wage at 6,443.85 shekels per month as of April 2026, contribute to the overall expense.
Hazi Gur Mizrahi, a shawarma expert, noted that price is not always an indicator of quality. He highlighted "Ezra and Sons" in Azor, which offers a skewer for 11 shekels, as an example of a business model focused on high volume and low overhead. This contrasts with establishments charging 40-45 shekels for a skewer.
Mizrahi advised consumers to act as informed customers by comparing options, tasting, and not assuming a higher price guarantees better quality. He stated that shawarma, like hamburgers, coffee, and pizza before it, has transitioned from street food to a branded product, where price is influenced by perceived value as much as by cost. The expert emphasized that while costs for ingredients and labor have risen, a portion of the price difference is due to business decisions regarding branding and pricing strategy, not solely increased operational expenses.
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