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The cafe is close to my work, and I go there every day. The food is delicious both on the dairy and the meat side. The prices are higher than standard, which is a bummer, not sure why that is the case. Maybe because this is central Tel Aviv.
Someone once told me their prices are higher because they are considered a more environmentally-friendly cafe. I don't know if that person was right. The place has TONS of plastic. Besides the bamboo straws, everything else is plastic. Salads come in plastic, sandwiches are wrapped in plastic, all utensils are single use, every purchase automatically gets put into a huge single use bag (paper), but I find it unnecessary, for most people only take it 1 min walk away to their office. In short, if the store is really marketing itself as more environmentally friendly, there is room for growth.