Osher Ad Expands Aggressively: New Branches Planned for US Market

The "Osher Ad" chain continues to expand its operations in the United States through its subsidiary chain "Bingo" (Bingo Wholesale), marking the American market as its next growth engine. After establishing its operations among the Jewish and Israeli communities on the East Coast, the company is promoting an expansion plan that includes opening new branches and examining entry into Florida.

The chain began operating in the United States in 2016, and today operates branches in Five Towns, Monsey, Lakewood in New Jersey, Brooklyn, and Boro Park. According to the report, its sales turnover in the United States is estimated at more than half a billion dollars, with the next stage of the plan including the opening of branches in Monroe and Williamsburg. At the same time, additional sites are being examined, including in Florida, which is considered a major hub for the Jewish and Israeli community.

CEO of "Bingo" in the United States, Omri Moshe, told Dana Yarkacy of i24NEWS that the company does not intend to stop at just seven branches, and defined a goal to reach a double-digit number of branches in the future. According to him, the expansion of operations was born following demand from Israeli and American customers who wanted to see the "Osher Ad" model overseas.

Anyone entering "Bingo" branches finds it hard to miss the similarity to the Israeli chain. From the signage at the entrance, through the price guns, to the branding and products familiar from Israel – the chain has adopted the "Osher Ad" operating model almost entirely. The sales method also remained the same: a limited variety of the most sought-after products in each category, large shelf spaces, no loyalty clubs, and no "buy two get one" promotions.

The chain explains that the business model is based on purchasing large quantities of a limited number of products, obtaining low purchase prices from suppliers, and maintaining a relatively low gross profit margin. Alongside this, the company operates a private label called BluPantry, through which it imports and markets a variety of products in the United States.

According to "Bingo" management, the chain's entry into the market has already affected the price level in the areas of operation. Moshe claimed that before the opening of the branches, consumers paid prices that were about 30% higher, while customers reported that a weekly purchase that costs 400–500 dollars in other chains can be about 100 dollars cheaper at "Bingo".

Also, in comparison to the famous "Costco" chain, a surprising result was recorded. As part of a price check conducted by Kan 11 that included products such as tomatoes, eggs, and olive oil, it was found that the shopping basket checked was cheaper at "Bingo". However, the report emphasized that "Costco" still enjoys a significant advantage thanks to a large volume of activity, broad purchasing power, and consumer loyalty, while "Bingo" focuses at this stage mainly on the Jewish and Israeli community.

Alongside food products, the chain operates a deli with ready-made food that combines dishes from Ashkenazi, Sephardic, and Israeli cuisine, including shawarma, sabich, lahmacun, cholent, stuffed cabbage, and sushi. According to the report, some of the products are sold at prices significantly lower than what is customary in the area, including shawarma for 7 dollars and sushi for 7.99 dollars.

According to the report on i24NEWS, at this stage "Bingo" is focusing on Jewish communities, and at the same time is promoting an expansion plan that includes opening branches in Monroe and Williamsburg, alongside planning to reach Florida as well.