Burger King Israel Targets 100 Branches in Ambitious Turnaround Plan
Burger King Israel aims to expand from 19 to 100 branches under CEO Dana Tochner. Backed by Delek Israel, the chain targets gas stations and new neighborhoods to challenge McDonald's.
Burger King Israel is attempting a fresh start after years of business struggles and unsuccessful attempts to establish its market position against McDonald's. Controlled by Delek Israel since 2022, the chain recorded a net loss of 15 million shekels in 2024, prompting controlling shareholders to inject over 30 million shekels into the company.
Strategic Expansion and New Leadership
Newly appointed CEO Dana Tochner, who took the helm in September 2025, outlined an ambitious target to expand the chain's footprint from 19 to 100 branches across the country. The expansion strategy heavily relies on opening restaurants at gas stations and in emerging residential neighborhoods rather than solely depending on expensive shopping centers. The chain recently opened a branch at Terminal 1 of Ben Gurion Airport, with another location planned in Kiryat Ono.
In the taste and quality of Burger King, I do not see them in my eyes, Tochner stated regarding the fierce competition with market leader McDonald's, which operates approximately 250 branches nationwide.
A Turbulent History in the Israeli Market
Originally founded in 1948 in Miami by James McLamore and David Edgerton, Burger King first entered the Israeli market in 1994. However, the venture faced severe financial distress, filing for bankruptcy protection in 2003 with debts totaling 98 million shekels. Brothers Eli and Yuval Orgad subsequently acquired the chain for 30 million shekels. Due to royalty disputes with the global corporation, the branches were rebranded as Burger Ranch in 2010. Another attempt to revive the global brand was made in February 2016 under French investor Pierre Besnainou, though this initiative similarly failed to secure a dominant market standing.
Menu Adaptation and Pricing Strategy
Alongside physical expansion, the chain is carefully adapting its menu to local consumer preferences. Out of its 19 current branches, 12 operate under kosher certification, and management is actively expanding kosher offerings, including the development of a pareve dessert. Regarding pricing, Tochner noted that prices were frozen over the past year to absorb rising operational costs, and no immediate price hikes are planned in the near future.
