Israeli Dining Habits Shift: Atmosphere and Experience Trump Cuisine
Translated & summarized from Globes by baba
A study by Ontopo reveals that Israelis prioritize dining atmosphere and experience over specific cuisines when choosing restaurants, with 'happy hour' being a top search term in Tel Aviv and 'meat restaurants' in Jerusalem. While Italian food remains popular, 40% of searches are now based on ambiance and type of outing. The data shows a strong preference for spontaneous, online bookings, though influencer recommendations are viewed with skepticism. AI tools are emerging as recommendation sources, but trust remains low, with users often cross-referencing suggestions.
The story in 5 lines · by baba
- Israelis increasingly search for restaurants based on atmosphere and type of outing, not just cuisine.
- Happy hour is the top restaurant search tag in Tel Aviv, while meat restaurants lead in Jerusalem.
- 71% of restaurant bookings in Israel are made online, with many made spontaneously on the same day.
- While 61% of Israelis visit restaurants based on influencer recommendations, 75% distrust commercial collaborations.
- 44% of Israelis have used AI for restaurant recommendations, but only 7.7% trust these suggestions.
A recent analysis of restaurant search and booking trends in Israel, conducted by Ontopo, a platform managing restaurant reservations, reveals a significant shift in consumer preferences. While Italian cuisine remains popular, the study highlights that Israelis are increasingly prioritizing the dining experience over specific food types. According to Itzik Edri, Ontopo's VP of Marketing, searches are now more focused on the type of outing, such as a date, happy hour, or a casual wine evening, with atmosphere-related filters accounting for 40% of searches compared to 30% for cuisine types.
Ontopo's data, based on approximately 4,000 customers who dined out at least once in the last quarter and processed through nearly a million bookings monthly, indicates a strong preference for online and spontaneous reservations. 71% of bookings are made online, and about half of all reservations are made on the same day of the outing, reflecting a desire for spontaneity. This spontaneity, however, is influenced by the security situation, with Edri noting that restaurant bookings surge after periods of tension ease.
Visual appeal is also crucial, with around 80% of respondents stating that attractive photos of the venue and dishes are important, a figure rising to 89% among those under 24. While food type, reviews, price, location, and parking remain key decision factors, the influence of social media 'food influencers' is nuanced. Although 61% of respondents have visited a restaurant based on an influencer's recommendation, 75% believe commercial collaborations erode trust, with many viewing such content as outright advertising. Edri characterizes influencers as discovery engines rather than sources of credibility, emphasizing that friend and family recommendations hold more weight.
Artificial intelligence tools like Gemini and ChatGPT are also entering the culinary recommendation space, with 44% of respondents using them for suggestions in the past six months. However, only 7.7% trust AI recommendations, and most verify them through other sources. Key barriers to AI adoption include a lack of transparency in recommendation bases and the generality of suggestions. Ontopo is actively monitoring AI recommendations to understand the underlying drivers.
Geographically, search trends show distinct preferences: 'happy hour' is the most popular tag in Tel Aviv, while 'meat restaurants' lead in Jerusalem. Edri clarifies that these trends exclude the 'kosher' filter, which is commonly used but doesn't significantly impact actual booking numbers. Ontopo, which recently rebranded, serves about 250,000 app users and 300,000 newsletter subscribers weekly, holding an estimated 80% market share among full-service restaurants.