The concept behind the chain is to offer the whole menu, including beverages, at a cost of NIS 10. According to the owners, the menu is currently limited, but will be expanded down the line. Kinobo currently offers food lovers a cheap way to meet cravings for chicken skewers, steamed bun hamburgers, vegan burgers, fries, rice, and sushi rolls.
The chain's owner, 38-year old Itai Yonas, already owns a successful chain of sushi restaurants "Atza Sushi Bar", which has 24 locations all over Israel. Yonas is also a partner at Mexican eatery Mex and Co. and another café in Tel Aviv.
Yonas says that by opening the chain he wanted to eliminate the price confusion that happens at restaurants: "I wanted a restaurant where a costumer enters knowing exactly how much he/she will spend. There is no need to do the math in your head. When someone walks in with his spouse and wants to spend NIS 100, he knows he will get exactly 10 items. He won't get pitched side dishes. If he wants a kebab, fries and a drink, he will pay NIS 30 and go home."
New locations are set to open in Tel Aviv, Haifa, and Jerusalem, according to Yonas.