Pizza Shemesh Expands Internationally, Opening New Branch in Thailand
Translated & summarized from Ice by baba
Israeli pizza chain Pizza Shemesh is expanding internationally with a new, larger branch opening in Koh Samui, Thailand, in about six weeks. This follows the successful launch of its first overseas location in Phuket. The chain aims to attract Israeli tourists with kosher food and familiar flavors, though prices are higher than local options. Pizza Shemesh is also considering expansion into Cyprus and Dubai.
The story in 5 lines · by baba
- Pizza Shemesh is opening a second, larger branch in Koh Samui, Thailand, in about six weeks.
- The chain's first international branch in Phuket, Thailand, has been commercially successful.
- The new Thai branches primarily target Israeli tourists seeking kosher food and a taste of home.
- Pizza Shemesh is also exploring potential new branches in Cyprus and Dubai.
- The chain maintains its Israeli identity abroad, including Hebrew signage and kosher certification.
Israeli pizza chain Pizza Shemesh, known for its affordable prices and currently operating 101 branches in Israel, is expanding its international presence. Following the successful launch of its first overseas branch in Phuket, Thailand, in January, the company is set to open a second Thai location in Koh Samui in approximately six weeks. This new branch, operated by a franchisee, will be significantly larger than the Phuket store, spanning about 120 square meters and featuring a restaurant with seating in a central location near the local Chabad House.
The expansion into Koh Samui is driven by the positive commercial reception of the Phuket branch. Yariv Halfon, the chain's CEO, stated that the new restaurant will maintain the same model as its parent branch, offering strictly kosher (mehadrin) menu items and replicating the familiar flavors of Israel. To ensure authenticity, Pizza Shemesh has established a factory in Thailand to produce dough balls according to the original Israeli recipe.
The primary target audience for the Thai branches is Israeli tourists seeking kosher food and a taste of home, especially during Shabbat. While the chain also caters to international tourists, demand from the local Thai population is limited due to price differences. A large pizza costs 300 baht (approximately 30 shekels), which is the same price as in Israel but considerably higher than local food options.
Halfon noted that despite the uniform pricing, profitability in Thailand is lower than in Israel due to the costs associated with producing and shipping ingredients from Israel. Concurrently, Pizza Shemesh is exploring further international expansion, actively seeking locations in Cyprus and Dubai, both popular destinations for Israeli tourists.
Addressing recent reports of police raids on Israeli businesses in Thailand, Halfon clarified that Pizza Shemesh operates in full compliance with local laws and is not connected to those incidents. The brand maintains its Israeli identity abroad, including Hebrew signage, and aims to serve as a familiar anchor for travelers. The Phuket branch notably provided support to stranded Israelis at the beginning of the recent conflict.
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