Israeli chef Yuval Ben Neriah is expanding abroad for the first time, with plans to launch a Japanese fast-casual food chain in Europe in an investment of about €10 million.
The first branch is set to open in Vienna, Austria, with additional compact locations planned for major European cities.
Yuval Ben Neriah
(Photo: Asaf Karla, courtesy of yes Docu)
Ben Neriah describes the concept as “fast casual,” positioning it as a quicker and more accessible alternative to a traditional Japanese restaurant while maintaining high standards for ingredients and preparation.
The venture is being developed with Alon Armer, a marketing, branding and business development professional, as well as an international group of investors and partners with experience in investments, entrepreneurship and business development in Europe and the United States.
Japanese partners are also involved in the project and are expected to help secure a direct supply chain for high-quality fish and seafood.
Ben Neriah said the goal is to bring the standards and ingredients of Japanese cuisine into a faster, more accessible format. The branches will include a limited number of seats but will be geared primarily toward takeout orders.
The chain will offer high-quality Japanese cuisine centered on rice and operate from relatively small spaces in central locations in large European cities.
The project marks Ben Neriah’s first international business venture.
Unlike prominent Israeli chefs such as Eyal Shani, Assaf Granit and Meir Adoni, who have opened restaurants overseas, Ben Neriah has until now concentrated his activity in Israel.
He owns Taizu, Cafe Taizu and Yama, a recently opened delicatessen.
According to Ben Neriah, the European venture has been in development for nearly two years and has included professional trips to Japan, meetings with local manufacturers and suppliers, study of Japanese working methods and technologies, and the creation of an international supply chain.
“We are working around the clock on our new chain project in Europe, a project I have dreamed about for a long time and one that will bring an uncompromising Japanese standard to the European public,” Ben Neriah said.
“I’m excited about the coming period, which brings intensive and fascinating work on several fronts at the same time, including my return to the judges’ table on MasterChef, which is an adrenaline-filled experience, especially when it involves contestants who have already been through the process and are returning with an incredible drive to shake everything up.”
The European expansion comes as Ben Neriah is also broadening his operations in Israel.
For the first time, customers will be able to order dishes from Taizu for home delivery or pickup through Wolt.
It was also announced this week that Ben Neriah is becoming a partner for the first time in a new boutique hotel project in Tel Aviv.
House of Delray, set to open in the city’s Kerem neighborhood, will include eight boutique rooms and will also be available for exclusive rental of the entire property.
Ben Neriah will be involved in developing the hotel’s culinary concept and overall hospitality experience, while chef Maayan Simcha will lead the restaurant at the property.
