Fast food brand Burger King is coming back to Israel after a six-year absence. French businessman, Pierre Besnainou, and a group of investors, have acquired the rights for a new Israeli franchise of the fast food chain. Besnainou has holdings in real estate and communications companies, and he’s a partner in Carmel Winery and the Chefs Meals & Service catering company. Sixteen years ago Burger King canceled its agreement with the then Israeli franchisee, Rikamor Ltd., over operating in Ma’ale Adumim in the West Bank. At the time, the company stated “Burger King would not approve Rikamor opening restaurants in the West Bank at this sensitive time in the peace process.”At that time, David Williams was president of Burger King in Europe, the Middle East and Africa. Burger King had also stated “Burger King regrets that its name and reputation have become entangled in matters that have nothing to do with providing quality food and service to its customers, ” and “Burger King has no interest in taking sides in the Arab-Israeli peace process, except to welcome its early and mutually acceptable outcome.”
Well at least today the company has rediscovered the importance of the Israeli market and now has sufficient confidence to return.
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