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Fast Food Fight
Steps Up A Notch

ALLISON KAPLAN SOMMER

SPECIAL TO THE JEWISH NEWS

all it journalism, fast-food
style.
Just like hamburgers
going down the assembly
line, reporters were ushered
one-by-one into the Presiden-
tial Suite at the Tel Aviv Hilton
at carefully scheduled half-hour
intervals for a detailed briefing
on next April's opening of Burg-
er King.
In this age of peace agree-
ments, the corporate wars are
becoming hotter than ever in
their battle for the Israeli food-
and-beverage consumer. Just
when everyone got used to
watching Coke and Pepsi slug
it out on Israeli soil, Burger
King announced, on the very
same day that McDonald's
opened its doors in Ramat Gan,
that it is planning to open at
least 50 branches over the next
six years.
Let the food fight begin.
When the Whopper takes on
the Big Mac next spring, con-
sumers can expect to hear a
great deal from Burger King
about what makes them differ-
ent from the competition.
The most significant distinc-
tion for much of the population
is the fact that the Burger King
restaurants will be kosher -
which means no cheeseburgers.
Although most outlets will be
open on Friday evenings and
Saturdays, and therefore not
enjoy kashrut certificates, the
management says that some of
the restaurants in more reli-
gious neighborhoods will close
and will have a kashrut certifi-
cate.
As it does overseas, Burger
King's advertising here will
stress that, unlike at McDon-
ald's, the customer will be al-
lowed to specifically request
how he wants his burger built
(extra pickles, no onions) or, as
Burger King puts it "Your Way
Right Away." It will also pro-
mote the fact that its burgers
are broiled instead of fried, pre-
sumably a healthier method of
burger preparation.
But the truly unique aspect
of Burger King's entrance into
the market here (and what
drew the journalists to the burg-
er briefing in the Hilton) is the
colorful personality of Meshu-
lam Riklis, 70, who grew up in
Tel Aviv, made his way to
America in 1947 and became
a millionaire by the age of 32.
Mr. Riklis's company,
Rikamor, with his protege body-
guard-turned-businessman
Yair Hason at the helm, is a 50-
percent owner of the Israeli
Burger King franchise, an over-

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