COFIZZ IS to join an ever growing abundance of eateries along Jaffa Road and Ben-Yehuda Street and their off-shoots when it opens, January 19, on what was once the site of a fancy lingerie store near the corner of Ben-Yehuda and Histadrut. The three Cofizz partners – Amir Amsalem and Moshe Mizrahi of Jerusalem along with Lilach Arazi of Ramat Gan – have worked for Cofix in Tel Aviv, which started a revolution in the country’s coffee-shop market by radically undercutting the prices of its rivals, who were forced to charge less to stay in business. The trio wanted to start a Cofix franchise and were under the impression that they’d reached an understanding with the low-cost chain, but the plan fell through. Undeterred, they thought up a similar name, and just like Cofix, will have a fixed price of NIS 5 for takeaway coffee, sandwiches, freshly squeezed juice, ice cream, muffins and the like, and it will even be kosher Lemehadrin.

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