The restaurant group Fresh de Market announces the opening of its new restaurant at the Azrieli Ayalon Mall. This move marks a significant upgrade for the group, positioning itself as a leading alternative in the Israeli market for those seeking a “Casual Fine Dining” experience - a precise combination of high-end chef cuisine (Fine) with accessibility, lightness, and fair pricing (Casual).
“We are not just another stop on the way to shopping - we are the destination itself,” explains Moshe Maman, co-owner of Fresh de Market. “The modern consumer of 2026 is looking for added value in every interaction. They want to leave satisfied, they expect their food to be ‘Instagrammable’ and inspiring, but above all - they want to feel they received a full chef experience even in a daily outing that is accessible and not overly formal. We cracked this complexity in the new restaurant at Azrieli Ayalon: We created an island of calm and taste in the heart of a busy commercial center.”
A visit to Fresh de Market Ayalon is not just a meal, but a carefully designed sensory journey. From the moment guests enter, they are exposed to the dynamics of the open kitchen: The aroma of dough baking in a brick oven, the sound of visible flames, and curated music that creates a young and contemporary vibe.
The culinary identity is led by Chef Shiran Ben Chaim, who brings experience from elite Tel Aviv kitchens and leading bistros in the north of the country. The Italian-Mediterranean menu is based on seasonal ingredients and fresh fish delivered daily, featuring signature dishes that have become the brand’s hallmark: Rich burrata, fresh fish crudo, handmade pastas, and famous desserts such as the indulgent Cookie Boom, baked instantly upon ordering.
The culinary experience gains depth thanks to the unique structure of the venue. Spanning approximately 250 square meters, the space was designed as an architectural enclave that provides a complete escape from the fast pace of the mall. Unlike the common open-plan structure, this branch is built as a fully enclosed and private space, creating a sense of exclusivity and intimacy from the moment one steps inside.
The chain’s signature design - combining lush greenery and warm lighting - creates an atmosphere that is both luxurious and inviting. The versatility of the space makes it suitable for every need: Quiet corners designed for business meetings and privacy, intimate tables for couples, and larger areas hosting family celebrations in style. It is an island of calm and style, offering refined hospitality in the heart of local dynamism.
In contrast to the traditional model of industrial replication common in the food industry, the Fresh de Market group operates as a family of individual restaurants, each tailored as a tailor-made concept for its local audience. This unique model combines the financial backing of a strong group with active on-the-ground partners, giving each restaurant its own character and soul.
“We are not building a chain - we are creating culinary destinations,” explains Moshe Maman. “Our goal is to create a nurturing environment that gives creative freedom to our partners and franchisees. For example, in Kiryat Ata we established a dedicated gallery for private events, in Kfar Saba we developed a unique bakery and express complex, and in the new Ayalon restaurant we created an intimate design space that breaks the standard mall alienation. The goal is for people to come to us first because we are the most delicious and well-designed place in the area - and the fact that it is kosher is simply an added and expected value for them.”
The launch of the new restaurant at Azrieli Ayalon is a key component of Fresh de Market’s growth strategy for 2026. With seven active locations (Kiryat Gat, Kiryat Ata, Hadera, Kfar Saba, Rosh Haayin, and Rishon Lezion), the group is strengthening its position as Israel’s leading Casual Fine Dining brand, with plans to open additional restaurants during the year. This is a unique model combining international culinary standards with Mehadrin kosher certification, while creating a multi-sensory experience that does not compromise on the most up-to-date style.