Tel Aviv’s Iconic R2M Bakery Expands to Rishon LeZion in Major Move
Tel Aviv's iconic R2M bakery chain has opened its first branch outside the city at the Phoenix Holdings campus in Rishon LeZion, with plans for a broader culinary complex.
After operating exclusively in Tel Aviv for over two decades, the renowned bakery chain R2M, owned by Ruthy and Mati Broudo, has launched its first branch outside the city. The new location opened at the Phoenix Holdings campus in the Elef complex in Rishon LeZion, marking a major milestone for the popular culinary group.
According to media reports, this initial opening is part of a broader expansion strategy. The group plans to establish a comprehensive culinary complex in the area featuring additional restaurants and cafes, aiming to transform the district into a vibrant dining destination for local residents and thousands of corporate employees.
The choice of Rishon LeZion highlights the rapid development of the Elef complex, a major urban hub combining office towers, commercial spaces, hotels, residential neighborhoods, and parks. During its initial soft-launch phase, the new branch operates Sunday through Thursday from 08:00 to 16:00, offering freshly baked goods, coffee, sandwiches, salads, and lunch menus.
The official weekend expansion is scheduled for November 13, when operating hours will extend to include Fridays and Saturdays. Friday service will run from 08:00 to 14:00, featuring traditional challah, sourdough breads, Shabbat cakes, and fresh flowers. Weekend brunch options, including specialty pastries and kubaneh, will be available on Saturdays from 09:00 to 14:00.
Founded in 2005 on Yad Harutzim Street in Tel Aviv as an offshoot of the iconic Coffee Bar restaurant, the bakery grew into an independent chain blending French baking techniques with local creations. After 21 years of strictly Tel Aviv-based operations, this strategic move to Rishon LeZion opens a new chapter for the brand.
