Love Story Brings European-Style Smashburgers to Tel Aviv's Florentin

Tel Aviv already boasts a wide array of excellent burger joints, but a new smashburger spot has just opened its doors in the Florentin neighborhood, taking over the corner previously occupied by the Florentin 10 café. Named Love Story, the venture is led by the creators behind Silly Kid and Under the Tree—brothers Liron and Dor Sasson alongside Nir Toyto, joined by Yoni Stein and Yonatan Yechini.

The menu keeps things focused, featuring two types of smashburgers served on exceptionally soft potato buns akin to those at Silly Kid, thin and crispy American-style fries (14 shekels), and a brown butter chocolate chip cookie (14 shekels), alongside a vegan smash option. On paper, none of this sounds revolutionary, yet both the burgers and the cookie managed to pleasantly surprise.

The first option is the Classic Smash (44 shekels), layered with cheddar, ketchup, American mustard, house-made pickles, and caramelized onions. The Special Smash (46 shekels) comes with cheddar, white aioli, a black pepper barbecue glaze, pickles, and caramelized onions. These are modest portions, with the two patties totaling 110 grams, allowing diners to finish their meal without feeling weighed down. Those craving extra heat can add a small container of fiercely spicy red sauce for 4 shekels.

The European Approach to Smashburgers

Liron Sasson shares that he spent a year researching smashburgers across the United States and Europe, ultimately aligning Love Story with the European school of thought: less decadent, more classic. This aesthetic extends to the venue's design and branding, which blends high fashion with fast-casual dining through sleek stainless steel, minimal decoration, and background jazz music. Orders are taken directly by staff rather than through digital kiosks, a deliberate choice to maintain personal connection and manage the flow.

Attention to detail is also evident in the packaging. Every order is handed out in a branded paper bag containing napkins, sauces, and a custom magazine—a branded newsprint sheet that unfolds into a double or family-sized placemat. The concept ensures diners have everything they need right in the bag, whether eating at a table, on the curb, on a bench, or at home.

Quiet Confidence and Attention to Detail

Reflecting on their previous successes, Sasson notes that when they launched Silly Kid, crispy chicken was already common, yet they managed to reignite the trend. They aim for a similar impact here, establishing an in-house operation to offer their signature cookie at an unprecedented price point in Tel Aviv.

When asked why they chose not to heavily promote their connection to Silly Kid and Under the Tree, Sasson emphasizes a quiet confidence. They chose not to run soft openings or shout about their reputation, preferring to start strong, stay humble, and let meticulous attention to detail speak for itself.