Pizza Har Sinai Owner Negotiates Sale of Half the Chain for 60 Million Shekels

David Tur, owner of the Pizza Har Sinai chain, is in talks to sell half of the business for approximately 60 million shekels to an undisclosed businessman. The chain currently operates three branches: the first opened five years ago on Nachalat Binyamin Street in Tel Aviv, with two additional locations in Sarona Market and Big Fashion Glilot, both owned by the Big Group.

Tur explained to Globes that the deal indicates the brand’s appeal and positive, stable financial performance, as well as a clear forward-looking plan. He is also developing a new delivery platform aimed at replacing the costly 28% commission charged by delivery services like Wolt. This platform will revive neighborhood deliveries using technology to eliminate the need for phone operators.

The plan is to expand the chain with neighborhood branches, limiting delivery zones to one or two kilometers. Tur noted this model suits pizza and hamburger businesses with limited menus. Expansion is not limited to Tel Aviv but targets any area with sufficient population density to justify a branch.

Regarding competition, Tur said Israel’s pizza market is small and competitive, but he does not view others as rivals. The restaurant sector has seen several major transactions recently, including investments by Leumi Partners and acquisitions involving other chains. Tur attributes this surge to a shift in perception, with financial institutions now recognizing the profitability of restaurant businesses.

He also highlighted the hospitality sector’s resilience despite technological advances like AI, emphasizing that people’s social needs ensure ongoing demand for dining out. Tur’s vision includes further growth, with locations such as Mitzpe Ramon potentially becoming future real estate startups for the chain.