New era in burger industry: Unveiling the next big thing

Behind the scenes of the new venture, Me Ma Mu, are businesspeople and restaurateurs Gilad Almog and Nir Edri, owners of the Greg and Biga café chains. Due to their success, experience, and knowledge gained over the years, they are now launching the new baby joining the fast casual category - in terms of product prices, it's similar to the fast food category, but the packaging, design, experience, music, and other components are as meticulous and up-to-date as top-tier restaurants.

In today's times of rising living costs, where most people have limited time to eat, a nourishing and quality burger becomes the ultimate solution, providing a culinary experience at fair prices for everyone.

The branches will be established in prime locations, covering approximately 90 square meters each, with an estimated investment of around one million shekels per branch. Currently, the first branches are being launched in Ra'anana (open to the public) and Kiryat Ono - Tzomet Savyon (beginning of June 2024), with plans to open about 8 branches by the end of 2024 (in Jerusalem, Raanana, Haifa, and in other cities across the country). The brand is international, and the plan is to expand operations overseas by the end of 2025 and introduce the brand to additional audiences.

On the design front, designer Alona Eliasi, who chose a contemporary design style based on the DNA of burgers worldwide, combining basic materials with industrial elements such as nickel and stainless steel, along with wood and denim, emphasizing the casual dining experience at an international level. The branches include seating areas, order counters, kiosks, and an advanced digital menu.

Almog and Edri recruited Marat Rosomaho  as their partner for the project, responsible for the culinary and operational aspects, playing an integral role in the brand. The burgers at "Me Ma Mu" are kosher, precise, quality, and composed of the finest ingredients meticulously selected and crafted on-site with maximum freshness, from meat grinding to marinating the patties in homemade, fascinating sauces, served in a soft bun with home sauce, lettuce-tomato-purple-onion-pickles. Additionally, the menu features a unique crispy chicken dish and sides like nuggets, fresh homemade chips, and crispy cabbage.

Galad Almog and Nir Edri, owners of the Me Ma Mu brand, stated, "We are proud to launch a new line! A burger brand with a unique flagship dish that elevates the taste of the beloved meat patty. We are delighted to collaborate with talented and leading figures in the culinary industry in Israel. Over the past 18 months, we have developed and invested countless hours to create for the customer the trendiest and most contemporary hospitality experience possible in both restaurants and deliveries.

As owners of the Greg and Biga cafe chains and with many years of experience in the restaurant and catering industry, in this challenging period, we have built a unique and focused concept for investors, including an accessible model, prime location branches, and ongoing support throughout the entire process from establishment to daily management with leading industry professionals."