Food trucks have long since become an integral part of the food culture in the world's major cities, but in Israel – despite the weather, the beaches, and the love for street food – the field is still at its beginning. Now it seems that the big chains are also starting to understand the potential: Fast food, changing locations, an atmosphere of freedom, and an experience that is much less formal than a classic restaurant.
Riding this wave now is the Moses Shop chain, from the BBB Group, which is launching a new food truck chain under the name HOLY MOSES FOOD TRUCK. The first food truck has already opened at Achziv Beach in the Western Galilee – one of the most sought-after locations in the Israeli summer – and later on, the chain is expected to operate an additional food truck that will move between festivals, entertainment complexes, private events, and corporate events across the country.
The chain explains that this is a strategic move designed to adapt to the new consumption habits of the Israeli public, which is looking for food experiences that are less binding and more experiential – especially in the open air.
For the purpose of this move, a dedicated menu was developed by the head chef of the BBB Group, Avi Barel, featuring dishes that are not sold in the chain's regular branches. Among other items, one can find a double beef burger with pulled asado, onion jam, and barbecue sauce, alongside dishes like wings, onion rings, crispy chicken pieces, and fries. The menu also includes vegan, vegetarian, and gluten-free options.
According to the CEO of the BBB Group, Ahuva Turgeman: "The Israeli public is looking today for a high-quality, accessible, and informal culinary experience. Entering the food truck world allows us to reach new audiences and be present in changing locations."
The chain is already looking ahead: Later on, an expansion of the activity is planned through a franchising model, with a target of 5–10 additional food trucks in different areas of the country.