Who Gets Served, Who Pays
Chef Israel Aharoni has launched a new kosher food truck called Aharoni for eveeeryone, and the pink truck will begin its journey today, May 7, 2026, at BIG complexes across the country, from Beersheba to Kiryat Shmona. The truck is set to move through a chain of commercial sites, bringing Aharoni’s signature dishes at accessible prices while the malls and branded spaces do the heavy lifting of distribution.
The menu is built around tightly controlled portions and price points: up to NIS 49 per dish and up to NIS 80 for a combo meal. The iconic chicken popcorn appears in a kosher version faithful to the original in taste and texture for NIS 45, double-crispy fries cost NIS 25, and crispy chicken is available as part of a combo meal for NIS 49/79 per meal. The language of accessibility sits neatly beside a retail setup that still turns food into a branded event.
Aharoni said, "The idea is to bring our signature dishes to new audiences and strengthen the connection with the existing audience, through an immediate encounter experience around contemporary street food". The quote lays out the project’s purpose in the polished language of market expansion: new audiences, existing audiences, immediate encounter, contemporary street food. The truck is not just selling meals; it is extending a brand through a mobile commercial circuit.
The Route of the Brand
The food truck will operate for about two months and will arrive every weekend at a different destination from the south of the country to the north. The journey will begin in Beersheba on May 7-8, 2026, continue to BIG Fashion Ashdod on May 28-29, 2026, then to BIG Krayot on June 18-19, 2026, BIG Karmiel on June 25-26, 2026, Nazareth on July 2-3, 2026, and BIG Kiryat Shmona on July 9-10, 2026. The schedule maps a commercial pilgrimage across the country, with each stop folded into the same branded apparatus.
Aharoni himself will join the journey and accompany his dishes across the country. The chef’s presence turns the truck into a traveling spectacle, with the figure at the top of the brand moving alongside the products while the rest of the operation remains anchored in the retail spaces that host it.
Accessible Prices, Controlled Access
The truck’s pricing is presented as accessible, but the structure remains firmly within the logic of commerce: dishes are sold, combos are sold, and the route is organized through BIG complexes. The promise of “Aharoni for eveeeryone” is carried by a pink truck, a recognizable name, and a chain of destinations that turn food into a managed experience.
The menu items themselves are simple enough: chicken popcorn, double-crispy fries, crispy chicken. Yet each item is packaged through the same hierarchy of brand, venue, and price. The operation offers a direct encounter with the chef’s signature dishes, but only through the channels already owned and controlled by the commercial system hosting the truck.
What the truck delivers is not mutual aid or a community kitchen, but a branded tour with fixed prices and fixed stops. The people at the bottom of the arrangement are the customers, invited to buy into the experience one weekend at a time while the apparatus of retail and celebrity food culture sets the terms.