Toto Batshon Reinvents His Tel Aviv Fish Restaurant as Fast-Food Spot with Crispy Fish Sandwiches

Toto Batshon, a renowned fisherman and restaurateur from a famous Jaffa fishing family, has reopened his popular Tel Aviv fish restaurant after a week-long closure with a dramatic new concept. Located at 29 Carlebach Street, the restaurant has been transformed into a fast-food style eatery without table service, relying on self-ordering kiosks that initially malfunctioned. Despite the technical issues, the venue was crowded shortly after opening, with customers patiently queuing for Batshon's signature crispy fish sandwiches.

Batshon, 48, who has been fishing since age 16 and opened the original restaurant in 2019, explained that rising costs and severe labor shortages, exacerbated by the pandemic and ongoing military reserve duties, forced him to change the business model. Previously known for affordable, high-quality fish meals priced around 50 to 72 shekels, the new menu focuses on quick, satisfying dishes such as crispy fish sandwiches priced at 69 shekels and gravlax sandwiches at 72 shekels. The restaurant also offers items like tuna burgers, fried shrimp, calamari, and octopus rolls.

Batshon continues to operate his fish shop at the same location, which remains successful with competitively priced fresh fish. He acknowledges the challenges ahead, stating he will give the new format six months to succeed before potentially reverting to just the fish shop. The new setup reduces staff needs significantly, cutting out waiters and hosts, and Batshon is cautious about delivery services due to commission fees. The reopening marks a significant shift in Batshon's approach to sustaining his family legacy amid economic and labor pressures in Tel Aviv's restaurant scene.