Tiv Taam Transformation: Integrating 'Mizrah u-Ma'arav' and Expanding in Rishon LeZion
Tiv Taam is integrating the 'Mizrah u-Ma'arav' food brand into 10 of its stores. Simultaneously, the chain is opening a new branch in western Rishon LeZion with an investment of 6 million shekels.
Following the acquisition of the food company 'Mizrah u-Ma'arav' ('East and West'), 'Tiv Taam' is expanding its operations through two key initiatives: integrating the acquired brand into existing branches and opening a new location in Rishon LeZion.
As part of the acquisition deal, 'Tiv Taam' will implement a 'store-within-a-store' concept across 10 of its branches, with the transition expected to begin after the Tishrei holidays. According to Hagai Shalom, CEO and owner of the 'Tiv Taam' group, the integration process will involve removing standard and self-service checkouts, leaving one checkout point for those who may require assistance.
The branches selected for this rollout include:
-
Devora HaNevi'a (Ramat HaHayal)
-
Netanya (Poleg)
-
Rishon LeZion (East branch)
-
Rehovot
-
Ashdod
-
Beersheba
-
Pardes Hanna
-
Bnei Dror
-
Herzliya
-
Haifa
Simultaneously, the chain is opening a second branch in Rishon LeZion, this time in the western part of the city within the 'Protea' shopping and entertainment complex. The branch, which represents an investment of approximately 6 million shekels, spans about 400 square meters and is designed to serve local residents, complex visitors, and beachgoers. To mark the opening, launch promotions will be available throughout the coming month on a wide range of products, including poultry, groceries, and consumer goods.
According to Shalom, the chain continues to expand in high-demand hubs, noting that western Rishon LeZion has become one of the most attractive areas for living and leisure in recent years. Shalom added that the new branch combines the chain's signature service departments, culinary variety, and unique products, and that its operation on Fridays, Saturdays, and holidays provides a significant advantage for local residents and visitors.
