Five Shekel Coffee? How About a Hot Meal?

What started as a simple place to sell coffee and pastries next to the central bus station in Jerusalem has become the 'Cofix' of hot meals.

Moshe Wolfson, a 24-year-old young Orthodox man, decided to extend the coffee and pastry revolution to actual food. "One day while sitting in the office with my father-in-law," Wolfson tells Hidabroot, "we wanted to eat, and a conversation about prices began. We knew very well that we were about to spend a significant amount of money on a meal that would be enough for two people. At that moment, I realized I couldn't just sit quietly and complain anymore. Something had to be done. If I had the opportunity, I would be the person to provide it."

Indeed, he took action. A quick market survey showed Wolfson that there are basic products whose costs are not as high as perceived, and he decided he could sell a nutritious hot meal for just five shekels.

So, can you get full for five shekels?

"Absolutely yes," answers Wolfson. "Full and satisfied. You enjoy a tasty meal, you're full, you didn't waste time and money on junk, and your wallet remains sound."

Still, it seems unbelievable, a meal at such a price

"We've been conditioned to think that paying tens of shekels for one dish is normal, and if you pay a low amount for a meal, it's unbelievable," exclaims Wolfson. "People come in here thinking I'm tricking them; they can't believe this is the price I'm asking for their meal."

Can one profit from such a thing?

"I usually say it's 90% kindness and 10% livelihood, but who wants or can work for free? Of course, there's profit. I'm not selling few meals for a lot of money; I'm selling many meals for a little money. And I'm sure it will grow because people will understand there's no point in spending so much money on lunch outside. Who said you need to profit so much at the public's expense? You can make do with less."

Wolfson doesn't think he'll succeed in reaching every city in Israel, but he hopes that in every city, there will be at least one business that opens the market to fair prices and together they'll catalyze the much-needed change for the public's benefit.