Israeli Businessman Negotiates to Buy 50% Stake in Tel Aviv's Pizza Har Sinai for NIS 60 Million

Advanced negotiations are underway for the sale of a 50% stake in Pizza Har Sinai, a popular Tel Aviv pizzeria founded by nightlife entrepreneur David Tor. The deal, valued at around 60 million shekels for half the brand, would place the company’s total valuation at approximately 120 million shekels. The buyer is an Israeli businessman living abroad who aims to expand the local brand into a wider chain.

Pizza Har Sinai has recently grown to three main branches: the flagship on Nachalat Binyamin Street, a location in Sarona Market, and another in the Glilot complex. The pizzeria’s appeal lies in its unique sourdough crust recipe, which is 25 years old, producing a thin, slightly charred crust praised by food critics. The menu is intentionally minimalist, focusing on high-quality dough, tomato sauce, mozzarella, and a limited selection of toppings. Prices are at the premium end of fast-casual dining, with a basic pizza priced around 76-78 shekels and fully topped pies exceeding 130 shekels.

David Tor, known for successful ventures in nightlife and dining, previously built and sold the Soso and Sons burger chain to businessman Barak Abramov for tens of millions of shekels. Tor appears to be replicating this model with Pizza Har Sinai by attracting a financially strong partner to support significant expansion.

This potential transaction reflects a broader trend of large-scale investments in Israel’s food and fast-food sectors. Recent deals include Leumi Partners acquiring 20% of Landora Group for 200 million shekels, valuing the group at about one billion shekels, and a 50% stake sale in the GDB burger brand for 65 million shekels. These figures highlight the growing investor appetite for premium street food brands.

If finalized, this deal would be one of the largest and most significant in Israel’s culinary and fast-food industry in recent years, potentially enabling Pizza Har Sinai to expand beyond Tel Aviv and possibly internationally. David Tor commented, "Pizza Har Sinai is a very strong and stable brand with a clear and consistent plan for the coming years. A lot of work has been done to bring it to its current state."