A new kosher shwarma chain Shwarmax is launching, in Tel Aviv and joining the already flooded market of Shwarma restaurants all across Israel.
The idea behind the new chain is to reinvent the classic dish by putting a chef’s spin on the pita/laffa-filling meat. According to the owner, there are two ways to change the classic shwarma: by introducing new flavors and lowering the prices.
So how is it different than every other shwarma joint in Israel?
Every diner is offered either turkey or lamb shwarma. Then, once cut off the spit, you’re offered different styles of seasonings or fillings: Thai style with a bit of heat, cooked with fresh herbs or many more different additions to go with the meat. The prices are fairly cheap for a new chain trying to break out to the Israeli market: 25 shekel for a pita OR 55 shekel on a plate with a side dish.
Shwarmax lists one location as open and a few as coming soon:
- Tel Aviv – Ibn Gabirol