SHENADOAH ;-'`4,r, , e r . COUNTRY CLUB c • 18 Hole Championship Golf course • Driving Range & Practice Facility Laying It On Thick In The Pizza World HAIM SHAPIRO 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- ment. 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 business. 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 pizza season. 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. 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