The chain hopes to open ten branches of Joe Diner within two years.
Cafe Joe is launching a 24-hour diner chain, to be called Joe Diner. The first diner will be opened in Herzliya Pituah in two weeks at an investment of NIS 2 million. The diner's menu will have meals suitable for all hours, as well as fast food. The menu will range from frankfurters and French fries to health food. Cafe Joe owner David Klein said that he plans to open ten of the diners within two years.
Klein said, "Although the diner fashion is not widespread in Israel, I believe that the Israeli market is ready for it. I worked at a Boston diner for seven years and this is realizing a dream. The cafe is already a kind of diner, but the difference is in the interior design and menu. The diner will offer noshes, full meals, and desserts."
Cafe Joe predicts that a diner will achieve a turnover of NIS 12 million a year, compared with an average turnover of NIS 3.9 million for a cafe.
Published by Globes [online], Israel business news - www.globes-online.com - on July 16, 2008
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