Pizza Artzieli Ends Franchise in Kiryat Ono Over Kosher Conversion Dispute
Pizza Artzieli, a popular pizzeria originally founded in Tel Aviv's Rabin Square eight years ago, has severed ties with its franchisees in Kiryat Ono after they decided to convert the branch to kosher certification. The owners, chef Juan Massal and pizzaiolo Elad Cohen, announced last week that they would end their partnership with the franchisees who sought to make the branch kosher, stating that kosher certification is not part of their brand's DNA. The original pizzeria is known for its unique rectangular-cut pizzas sold by weight and has gained a loyal following for its distinct style and pluralistic identity.
Massal explained that while they respect the kosher demand, it conflicts with the identity of Pizza Artzieli, which aims to be inclusive and pluralistic rather than kosher-specific. The franchisees in Kiryat Ono, including Shay Lahav, Nir Siani, and Yotam Halperin, argued that the local market demands kosher options due to the presence of large companies and institutions nearby, and that the move was a necessary business decision to attract more customers. They plan to continue operating with the same product but under a different name and kosher certification.
The original owners expressed appreciation for the franchisees' efforts and wished them success, emphasizing that the split was amicable and based on differing business approaches. Massal also highlighted the viral response to their announcement, noting public support for their decision not to yield to religious pressures, while acknowledging the franchisees' right to pursue their own path. The original Pizza Artzieli remains committed to its established concept and customer base in Tel Aviv.
The pizzeria's menu features a variety of bases including tomato, pumpkin cream, and bianca (white pizza), with toppings such as roasted cherry tomatoes, olives, arugula, mushrooms, and a range of cheeses and meats. The founders trained under celebrity Italian pizzaiolo Gabriella Bonci and have backgrounds in high-end culinary environments, including New York. The franchise split highlights the challenges of balancing brand identity with local market demands in Israel's diverse culinary landscape.
