Israeli Pizza Chain Pizza Shemesh Expands to Koh Samui with New Branch
Israeli budget pizza chain Pizza Shemesh is expanding to Koh Samui, opening its second branch in Thailand. Spanning 120 square meters near the local Chabad House, the restaurant will offer a kosher menu targeting Israeli travelers and tourists.
Pizza Shemesh, a well-known Israeli chain recognized for its budget-friendly prices, is expanding its international footprint with a new branch in Thailand. The company, owned by Sharon Chassid, currently operates 101 locations in Israel and is preparing to open its 103rd overall branch—and its second in Thailand—in Koh Samui in about a month and a half, following the January launch of its first international branch in Phuket.
Expanding Operations in Koh Samui
The new branch, operated through a franchisee, will be significantly larger than its predecessor, spanning approximately 120 square meters compared to the 60-square-meter Phuket location. Situated in a central location near the local Chabad House, the establishment will feature a sit-down restaurant.
CEO Yariv Chalfon explained in a media interview that the new venue will operate under the same model as the domestic branches, offering a strictly kosher menu and preserving the familiar flavors from Israel, with the goal of opening during the current tourist season.
Maintaining Quality and Supply Chain
To precisely replicate the dining experience, the chain is leasing a facility in Thailand to produce dough balls according to the original Israeli recipe. The primary target audience consists of Israelis seeking kosher food and a sense of home while traveling, particularly after Shabbat, alongside international tourists.
However, demand among local Thais remains limited, primarily due to price differentials. A pizza tray at the Thai branches costs 300 baht, or approximately 30 shekels—the same price as in Israel, but relatively expensive compared to local Thai cuisine. Chalfon noted that despite the uniform pricing, profitability in Thailand is significantly lower than in Israel due to the costs of producing and shipping raw materials from home.
Future International Plans
Alongside the expansion in Koh Samui, the chain is actively exploring new destinations, eyeing potential locations in Cyprus and Dubai, which also experience heavy traffic of Israeli travelers.
Addressing local complexities, Chalfon clarified that despite recent media reports regarding local police raids on Israeli-owned businesses in Thailand, Pizza Shemesh operates in full compliance with local laws and regulations and is unaffected by those incidents. The brand maintains its Israeli identity abroad, featuring a Hebrew logo, and serves as an anchor for travelers—a role highlighted at the outbreak of the war when the Phuket branch assisted stranded Israelis.
