Zuzobra Revamps with Street-Style Outlets and Customizable Portion Sizes
Zuzobra, a pioneering pan-Asian restaurant chain in Israel since 1999, is undergoing a significant transformation following its 2024 acquisition by the Vivino and Delino group, including Asaf Attias, Eliyahu Hadadi, Oded Strauss, and Ehud Zoref. Originally famous for its long queues and communal dining tables inspired by Wagamama, the chain is now refreshing its concept to better suit contemporary dining preferences.
The new owners aim to expand aggressively, planning six new branches over the next two years, including a new Zuzobra Street outlet with self-service kiosks at Ayalon Mall and two additional locations in Haifa malls (Hutzot HaMifratz and Sammy Ofer). Existing branches in Kfar Saba, Herzliya, and Tel Aviv are also being updated with a new service model that replaces shared tables with full waiter service.
A key innovation is the menu redesign, which allows customers to choose portion sizes for main dishes, offering a "classic" large portion (74-109 NIS) or a smaller "solo" size (62-86 NIS) to encourage sharing and tasting multiple dishes. The menu has expanded to include more starters and a much larger sushi selection, growing from five classic rolls to 24 varieties, including hand rolls, poke bowls, special rolls, and combinations priced between 55 and 160 NIS.
Additional unique touches include serving popular noodle dishes with refreshing Asian salads and offering special condiments like lemon wedges for Hong Kong fried rice with seafood. The menu now features 45 pan-Asian dishes, including Vietnamese options, salads, buns, fried rice, noodles, soups, and mains, making it one of the largest pan-Asian menus in Israel. The chain retains its original chef but has adopted a new approach focused on customer experience and versatility.
Zuzobra's new concept targets frequent diners, including families, with a casual yet invested atmosphere and a children's menu of six dishes priced 42-54 NIS. The chain aims to serve customers multiple times a week rather than just special occasions, blending a broad pan-Asian culinary world with attentive service and modern dining trends.
