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 50% of the popular Tel Aviv pizzeria brand Pizza Har Sinai, founded by nightlife entrepreneur David Tor. The deal, valued at approximately 60 million shekels for half the brand, implies a total company valuation of around 120 million shekels. The potential investor is an Israeli businessman residing abroad who aims to expand the local brand into a larger chain.

Pizza Har Sinai has recently gained significant attention in the culinary scene with three main branches: the flagship on Nachalat Binyamin Street, one in Sarona Market, and another in the Glilot complex. The pizzeria is renowned for 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 quality dough, tomato sauce, mozzarella, and a limited selection of toppings.

Despite premium pricing, with a basic pizza priced around 76-78 shekels and fully topped pizzas exceeding 130 shekels, demand remains strong, supported by a loyal customer base and robust delivery app presence. David Tor, who has a track record of successfully building and selling food brands, previously created the Soso and Sons burger chain and sold it to businessman Barak Abramov for tens of millions of shekels.

This potential transaction is part of a broader trend of large-scale deals in Israel's food and fast-food sectors, reflecting growing investor interest in strong culinary brands. Recent notable deals include Leumi Partners acquiring a 20% stake in Abramov's Landora group for 200 million shekels and the sale of 50% of the GDB burger brand to Nono Group, valuing it at 65 million shekels. If finalized, this deal could significantly expand Pizza Har Sinai beyond Tel Aviv and potentially overseas.

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."