You’ll keep charging more than 20 shekels a serving at the city’s trendy falafel joints — I’ll keep deliberately hunting down the cheapest and tastiest spots in the country. To me, if a price hike isn’t justified, it’s practically a public duty to point it out and push back — for everyone’s benefit.
I started my drive into Netanya, heading toward Herzl Street, the city’s main thoroughfare. I parked my cab near the municipal market, stepped out and wandered through what turned out to be a pretty neglected space. It felt as if the mayor had abandoned the area, despite its obvious potential. The market looked deliberately run-down, with little will to clean or maintain it.
From my perspective as a small business owner, there’s no excuse — no major city’s central market should be treated this way. Nearly every article about Netanya begins with a tour of the market, yet the situation remains bleak. A little disappointed, I returned to the cab and headed east.
On the way to pick up a passenger on Dgania Street, I spotted a sign: “Falafel – 15 shekels.” I asked my customer about it, and as a born-and-bred Netanya local, he urged me to return later and give it a try. I saved the location and carried on with the ride, determined to circle back.
Heading back, I reminded myself how inflated prices have become, and how 15 shekels for a serving is perfectly reasonable. I lowered my expectations accordingly, given the pricing nonsense around me — and was glad to discover that I wasn’t alone. At Nati Pita’s falafel stand, I got such a generous portion that it filled my heart as much as my stomach.
There’s always a small buzz around the place — no surprise, at that price. On the sidewalk opposite, a family with kids sat devouring massive falafel portions. I walked past them and went inside. At the counter, I was politely directed to an automated machine to place and pay for my order. I did so and waited until my name was called.
Then, in his rush, the guy behind the counter spread amba and hot sauce inside the pita before adding the falafel balls. I tried to stop him — that trick makes the pita fall apart right from the start. Sure enough, I was right: after two bites, the bread began to soften. My rule is different: only hummus should be spread first. The other sauces are too runny and soak the pita.
Next came a generous pile of falafel balls, topped with pickled cabbage as I’d requested, plus a simple vegetable salad. Not much else — the fries came tucked on top inside the bag.
The meal was ready, and in my case, ready for both a photo and a feast. I found a shady spot to stand in the blazing heat and enjoyed a supremely satisfying falafel sandwich inside a fresh pita baked at a nearby bakery. It was overflowing with falafel balls — maybe too many — but I left full, all for just 15 shekels.
They also serve fizzy soda, a large glass for only 5 shekels. Another excellent reason to make the short detour off the coastal highway to Nati Pita: a worthwhile stop, easy on the wallet and heavy on flavor.