Chef Moshik Roth Launches New Premium Street Food Chain

After years of operating in the luxury restaurant scene, chef Moshik Roth is marking a new culinary destination by entering the street food sector for the first time. Roth is establishing a premium hot dog chain that combines street food with the meticulous standards of fine dining, offering Dutch-style fries as a signature accompaniment.

According to a report in "Mamon", the new chain is titled "Franco by Moshik Roth", with the hot dogs marketed under the FRANKCO brand. The first branch is expected to open at the front of the Menora Arena in Tel Aviv, occupying the former site of the arena's ticket office. A second location is already in the planning stages, set for the promenade in Rishon LeZion near the beach.

This move represents a significant shift for Roth, who has long been identified with high-end gastronomy. For years, he operated his own Michelin-starred restaurant in the Netherlands. He now aims to apply his extensive expertise to a more accessible category, maintaining a commitment to high-quality, carefully crafted products.

From Roth's perspective, a hot dog should be more than just a quick snack. The chain's concept is to elevate it into a complete dish, featuring toppings that create a full dining experience. A hot dog with toppings will be priced at 40 shekels, while a meal including fries and a drink will cost 65 shekels.

Joining the venture as a partner is the Lotus company, owned by Michael Halfon, who brings significant experience in culinary production, operations, and branding. Halfon serves as a culinary producer for food festivals and manages food and beverage franchises at major venues, including Yarkon Park, the "Ko Rakia" at Ariel Sharon Park, and the Gardens of Joshua.

Recently, Halfon also secured a tender to operate buffets at football stadiums in Netanya and Ashdod. In addition to his large-scale event operations, he owns the Monka restaurant, which recently reopened in Jaffa. The synergy between Halfon's operational expertise and Roth's culinary background forms the foundation of this new chain, which seeks to provide a unique interpretation of a classic street food staple.