;-'`4,r, , e r . COUNTRY CLUB
• 18 Hole Championship
• Driving Range & Practice
Laying It On Thick
In The Pizza World
SPECIAL TO THE JEWISH NEWS
Food is money, and if you doubt
that, just talk to Ori Yogev.
Mr. Yogev is the managing di-
rector of Domino's Pizza in Israel,
a chain which is to expand by be-
coming the Israeli distributors for
Haagen Dazs ice cream. However,
lest anyone suspect that Mr. Yo-
gev is involved in pizza because he
has an Italian grandmother, or
that the expansion into ice cream
is motivated by some unfulfilled
childhood yearnings, Mr. Yogev is
quick to disenchant them.
Before coming to Domino's, he
didn't have the slightest interest
in food, he says.
Mr. Yogev, 34, received a mas-
ter's degree in economics from the
Hebrew University and went
straight from there into the Fi-
nance Ministry's budget depart-
Eventually, he became a special
adviser to the finance minister, be-
fore going into the private sector
as the director of Hamagen Insur-
• ance in Jerusalem.
When he took over Domino's
last year, it had been in existence
for three years and had 12 outlets,
of which five were franchises. It
was on its way, he says, from the
start-up stage to becoming a big
Today, the company has over
700 employees and 17 outlets, all
but one of them directly owned by
the company, according to Mr. Yo-
gev. Franchise operations, in
which an independent investor
sets up a branch with the compa-
ny name, using company supplies
and know-how, is not suitable for
Israel, he says.
Domino's is to inaugurate three
more branches, in Givatayim, Re-
hovot and the Haifa Bay area. The
branches are to open before sum-
mer vacation, which is the perfect
The ownership of the company
has recently changed from a group
of Israeli and foreign Jewish in-
vestors to a few large local compa-
nies, now known as Omni Foods. •
Regent Investments, the major Is-
raeli partner, increased its hold-
ings from 26 to 35 percent.
Mr. Yogev says that Domino's
• is now the leader in Israeli deliv-
• ery of fast food. It delivers 40 per-
cent of the pizzas, and pizzas make
up a quarter of the entire delivery
market. The customers, he says,
are primarily in the 5 to 45 age
group. In addition to families with
young children, they include young
couples, soldiers, and students.
What does not matter at all, he
says, is the ethnic origin of the cus-
\Thtomers. There was a myth that
/-those of Middle Eastern origin
wouldn't eat pizza, but that is not
true in Israel, he says.
PIZZA page 56
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