Breaking the fast-food market: a meal for only 5 shekels

The Yellow chain is launching a new initiative: a hot dog will be sold for only 5 shekels to customers who pay using the chain's app. The offer will be available at approximately 200 branches across the country, from Dan to Eilat.

According to the company's announcement, the benefit is intended for 1.8 million Yellow app users, who will be able to purchase up to 2 portions per day at a price of 5 shekels per portion. Customers who do not pay via the app will pay 10 shekels per unit. The sausage is produced by Tirat Zvi and is Glatt Kosher.

The chain notes that the meal will be available 24/7, 7 days a week, and will be offered nationwide at high-traffic locations, city centers, and the chain's roadside stations.

This move comes against the backdrop of rising fast-food prices in recent years. According to data attached to the company's announcement, based on a study by the Retail Research Institute for 2021–2025, the price of a basic hamburger rose from 39 to 74 shekels, shawarma in pita increased from 34 to 50 shekels, and a falafel portion rose from 18 to 22 shekels. According to the same study, the average increase across all fast-food categories stood at approximately 39.8% during this period.

At Paz, they emphasize that this is not a one-time promotion, but part of a long-term plan designed to offer everyday products at attractive prices, relying on the nationwide spread of Yellow stores and the use of the app.

It was further stated that the Grab & Go market continues to grow globally. According to NACS data, this category currently accounts for about half of fast-food sales in convenience stores in the United States. Additionally, the Foodservice market in the United States grew from 77 billion dollars in 2022 to approximately 97 billion dollars in 2025.

The launch of the move will be accompanied by a television and digital campaign under the slogan "Hop Hop, so I paid only a fiver!", based on the song "Hop Hop" by Miki Gavrielov, in a new performance by content creator Oria Laniado.

Ofir Inbar, VP of Marketing and Trade at the Paz Group, stated: "The Yellow hot dog offers customers a hot, tasty, and accessible meal 24/7 at an unprecedented price, available at a wide nationwide spread of Yellow stores. This is another move that demonstrates our commitment to providing real value to consumers and creating solutions for them that fit everyday reality."