Iconic Tel Aviv Bakery Expands Outward After 21 Years
Translated & summarized from Ice by baba
After 21 years, Ruti and Mati Brodo's R2M group bakery is expanding from Tel Aviv to Rishon Lezion, opening its first branch outside the city. The new location in the Alaf complex is the first step in plans for a larger culinary hub. The bakery, known for its French-inspired pastries, will offer an expanded menu and weekend hours starting November 13.
The story in 5 lines · by baba
- R2M group's bakery, owned by Ruti and Mati Brodo, is expanding to Rishon Lezion after 21 years in Tel Aviv.
- The new branch opened in the Phoenix Campus at the Alaf complex in Rishon Lezion.
- This expansion is the first step in plans to create a larger culinary complex in the area.
- The bakery will offer extended weekend hours and a special menu starting November 13.
- The brand began in 2005 as part of the Tel Aviv's Coffee Bar restaurant.
After more than two decades as a bakery brand synonymous with Tel Aviv, the R2M group's bakery, owned by Ruti and Mati Brodo, is expanding beyond the city for the first time. The chain, which currently operates five branches in Tel Aviv, has opened a new location in the Phoenix Campus at the Alaf complex in Rishon Lezion. This move signals the beginning of further expansion in the area.
According to "Israel Hayom," this new branch is just the first step in the successful restaurateur group's plans for the Alaf complex. The group intends to establish a culinary complex in the area, featuring additional restaurants and cafes from R2M, aiming to make it a leisure and dining hub for residents of Rishon Lezion and its surroundings, as well as the thousands of employees working in the complex.
The choice of Rishon Lezion is strategic. The Alaf complex is undergoing significant development, incorporating office towers, commercial spaces, hotels, residential neighborhoods, and parks. The new bakery is expected to primarily serve employees of high-tech companies and corporations in the area, as well as families and visitors seeking a light meal or coffee while enjoying the nearby park.
Initially, the branch will operate Sundays to Thursdays from 8:00 AM to 4:00 PM, offering a menu of freshly baked goods, coffee, sandwiches, salads, and business lunch options, emphasizing fresh pastries and a blend of patisserie and cafe culture, similar to its Tel Aviv branches. A significant expansion for local residents is planned for November 13, with extended weekend hours. On Fridays, it will be open from 8:00 AM to 2:00 PM, featuring challah, sourdough breads, Shabbat cakes, and flowers. On Saturdays, it will open from 9:00 AM to 2:00 PM, with a menu including brunch items for picnics, such as fresh kubbanot and special borekas.
The bakery brand began in 2005 on Yad Harutzim Street in Tel Aviv, originating from the pastry section of the iconic Coffee Bar restaurant. Initially responsible for producing the restaurant's signature cheesecake, it evolved into an independent chain and a key part of the Brodo group's culinary operations. Over the years, it established its reputation with a variety of breads, cakes, and pastries blending French baking techniques with original creations. Now, 21 years after its founding, the decision to open in Rishon Lezion marks a significant shift in the brand's strategy, which had previously focused solely on the Tel Aviv market.