The chain, part of the BBB Group, is shifting direction and gradually making its branches across the country kosher, following growing demand from customers and franchisees.
The group’s CEO: “Since the war, there has been greater sensitivity toward kashrut — even among secular audiences.”
The Moses Shop chain, part of the BBB Group, which currently has 16 branches nationwide, is changing course and gradually becoming kosher — except for one branch in Zichron Yaakov. In the past week, the branch in Savion also received kosher certification, marking another step in a broader trend within the chain.
According to Ahuva Turjeman, CEO of the BBB Group, the move was born out of customer and franchisee demand:
“We’ve encountered a very diverse audience that constantly asks about the kashrut of the meat. Even branches that opened as non-kosher quickly became kosher — in places like Rishon Lezion, Modi’in, and Herzliya. It turns out that the demand isn’t just for kosher dishes, but for businesses that operate under kosher certification and don’t open on Shabbat.”
Turjeman explains that the demand also comes from the franchisees themselves, especially in areas with large religious or traditional populations:
“We’re a national chain, not just a Tel Aviv one. In many parts of the country — even in areas that once weren’t considered kosher markets — the public is asking for it. Since the war, there’s been a rise in sensitivity toward kashrut, even among more secular crowds.”
According to her, one of the factors affecting the pace of the conversion is the shortage of manpower — a challenge facing the entire restaurant industry:
“Since COVID, it’s been very difficult to find permanent staff. There’s high turnover, and the fact that many young people don’t want to work on Shabbat only strengthens the decision to make some of the branches kosher.”