R2M Hospitality Group

What R2M Hospitality Group does

R2M Hospitality Group (legal entity: אר.טו.אם קורפוראשיין בע״מ / R2M Corporation Ltd.) is a privately held, founder-owned hospitality company founded in 1994 by Ruthie and Mati Brudo in Tel Aviv, Israel. The group operates a vertically integrated portfolio of six brand concepts: CoffeeBar Express (self-service café), Bakery (five locations), Delicatessen (multiple locations), Hotel Montefiore (12-room boutique hotel), Herzl 16 (cocktail bar and venue), and R48 Rothschild Hotel & Garden (11-suite luxury hotel opened February 2023). All consumer-facing outlets are supplied by a single central production facility — the Panorama Building (Beit Panorama) — which produces 40,000 dishes daily using 720 tons of flour and 40 tons of butter annually, and houses in-house bakery, confectionery, kitchen, the White Dairy urban cheese operation (established 2022), and the Harutsim house winery (15+ vintages since 2004, winemaker Nir Shaham). 260 production employees work at the central facility.

The company's revenue model is diversified across restaurant/café dine-in sales, retail bakery and delicatessen transactions, hotel accommodation, B2B corporate catering and branded office kitchen services (serving tech companies in Tel Aviv), gift cards, and the WE R2M CLUB loyalty program. Go-to-market is direct-to-consumer through owned physical locations, with a dedicated B2B sales function for corporate catering. Distribution is 100% within Israel (primarily Tel Aviv, with one deli in Ganei Tikva), supported by online ordering and delivery for Delicatessen and CoffeeBar Express. Customer segments split between individual Tel Aviv residents and visitors (primary) and corporate/tech-company B2B clients (primary, established formally in 2024). No external funding rounds, M&A, parent company, or international expansion are disclosed; the Brudos remain the principal owners and operational leaders.

Name

R2M Hospitality Group

Legal name

אר.טו.אם קורפוראשיין בע״מ

Website

https://r2m.co.il

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

501–1,000 employees

Short description

R2M Hospitality Group is a privately held, founder-owned Israeli hospitality company operating six vertically integrated concepts (cafés, bakeries, delis, two boutique hotels, bars) across Tel Aviv, all supplied by a central production facility producing 40,000 dishes daily for consumers and corporate catering clients.

Ownership category

akta.pro rank

Product category

Hospitality Services

NAICS

Full-Service Restaurants (722511), Traveler Accommodation (7211), Restaurants and Other Eating Places (7225)

SIC

Retail-Eating & Drinking Places (5810), Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Retail-Eating Places (5812)

akta.pro primary industry

Multi-Concept / Global QSR Chains (Mixed Menus) (THAFAAAO)

Keywords

• Hospitality group
• Boutique hotels
• Artisan bakery
• Corporate catering
• Specialty food retail

Headquarters

HQ city

Tel Aviv-yafo

HQ country

Israel

HQ region

Middle East

Offices16 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Restaurant and café dine-in sales: Revenue from operating multiple food and beverage establishments in Tel Aviv including Coffeebar Express, Herzl 16 bar, Hotel Montefiore restaurant, R48 hotel restaurant and brasserie.
2. B2B corporate catering and hospitality services: Catering services, branded office kitchens, hospitality trays, and custom culinary programs sold to corporate clients including tech companies.
3. Retail food retail (Bakery and Delicatessen): Sale of baked goods, pastries, sandwiches, cheeses, deli items, and house-made products through 5 Bakery locations and multiple Delicatessen locations across Tel Aviv.
4. Hotel accommodation: Revenue from Hotel Montefiore (12 intimate rooms) and Rothschild 48 Hotel (11 spacious suites), including F&B outlets within the hotels.
5. Gift cards and loyalty program: Physical and digital gift cards sold for use across all R2M locations. WE R2M CLUB loyalty program offering member discounts and perks.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

R2M Hospitality Group operates a vertically integrated portfolio of restaurants, cafés, artisan bakeries, delicatessens, boutique hotels, and bars across Tel Aviv, all served from a single central production facility (Beit Panorama) that produces 40,000 dishes daily. The group also sells house-made wines (Harutsim), urban-dairy cheeses (White Dairy), artisan breads, and offers B2B corporate catering, branded office kitchens, and hospitality trays for business clients.

Product overview

R2M Hospitality Group operates a diversified hospitality portfolio of restaurants, hotels, bakeries, and delicatessens across Tel Aviv. The group's primary brands include CoffeeBar Express (café/deli), Bakery (artisan breads), Hotel Montefiore (12-room boutique hotel), Herzl 16 (multi-experience bar and venue), R48 Rothschild Hotel (11-suite luxury hotel), and Delicatessen (prepared foods and catering). Supporting these is an internal factory producing 40,000 dishes daily, with cheese and wine production facilities. B2B services offer corporate catering and hospitality trays. The portfolio also includes a loyalty program (WE R2M Club) and gift card system. Founded in 1994 by Ruthie and Mati Brudo, the group has grown from a single CoffeeBar location into an integrated hospitality operation.

Differentiator

Problem solved

Functional benefit

Products and services

• CoffeeBar Express Self-service and delivery-oriented café serving classic coffee, sandwiches, and salads in Tel Aviv; rebranded in 2023 from the original CoffeeBar founded in 1994.
• Bakery (בייקרי) Artisan bakery with five locations across Tel Aviv producing fresh bread, croissants, sandwiches, and pastries daily, including over 50 varieties of sourdough and ancient grain breads.
• Hotel Montefiore (הוטל מונטיפיורי) Boutique hotel with 12 intimate rooms and a French-Vietnamese style bar and restaurant in a preserved eclectic building in Tel Aviv's White City.
• Herzl 16 (הרצל 16) Multi-experience venue in a neoclassical building featuring a cocktail bar with live performances, brunch service, and a rooftop overlooking Tel Aviv.
• R48 Rothschild Hotel & Garden Luxury boutique hotel with 11 spacious suites, contemporary art, a garden designed by Pete Udolph, a Chef's Table restaurant, and a modern brasserie in a restored Bauhaus building.
• Delicatessen (דליקטסן) Upscale delicatessen with multiple locations across Tel Aviv and Ganei Tikva offering prepared foods, pastries, cheeses, cocktails, wines, freshly squeezed juices, and branded gift packages.
• R2M B2B Corporate Catering Business catering service providing customized culinary programs, on-site kitchen setup, full operational management, corporate events, branded micro-kitchens, and personalized employee meals for tech and corporate clients in Tel Aviv.
• Harutsim Wine (חרוצים) House wine brand featuring red, white, and rosé varieties made from Grenache, Sira, and Carignan grapes, crafted by winemaker Nir Shaham, and served at all R2M locations and Delicatessen stores.

Quantifiable outcome

• 40,000 dishes produced daily from the central facility
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Tech/hi-tech companies in Tel Aviv (catering clients)coreChannel Partner/ Reseller/ Distributor · 1 January 2024R2M provides on-site catering, office kitchen management, and custom culinary programs to tech companies in Tel Aviv. A dedicated B2B division was established specifically to serve corporate partners with tailored food programs.
• Pete Udolph (landscape architect)minorOthers · 1 January 2023Pete Udolph, described as a leading architect, designed and planned the garden at Rothschild 48 Hotel.
• Nir Shaham (winemaker)coreStrategic or Co-development Partner · 1 January 2004Nir Shaham is the winemaker behind R2M's Harutsim house wine series. He leads the annual winemaking process from vineyard selection through harvest and blending, contributing to the artisanal winemaking identity of R2M.
• Various Israeli vineyards (including Kfar Tavor)coreStrategic or Co-development Partner · 1 January 2004R2M sources grapes from Israeli vineyards for their Harutsim wine series. The first vintage was from Bordeaux grapes at Kfar Tavor vineyard, later evolving to Mediterranean varieties. The wine program involves annual trips between vineyards.

Scale indicators11 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Soho House: Global membership-based hospitality group operating boutique hotels, restaurants, and lounges with curated cultural identity. Comparable to R2M's multi-concept boutique hospitality positioning combining hotels, restaurants, and member-style loyalty (WE R2M CLUB).
• The Norman Tel Aviv: Tel Aviv luxury boutique hotel with fine-dining restaurants and curated hospitality experience. Directly competes with Hotel Montefiore and R48 for the high-end Israeli boutique hospitality segment.
• Eataly: Vertically integrated Italian food marketplace combining retail, restaurants, and culinary education under one roof. Directly comparable to R2M's Panorama facility producing bakery, cheese, wine, and kitchen outputs that supply multiple retail and dining concepts.
• The Setai Tel Aviv: Luxury boutique hotel in Tel Aviv combining high-end accommodation with restaurant and bar concepts. Directly comparable to R2M's Hotel Montefiore and R48 in the luxury Tel Aviv boutique segment.

Broad incumbents

• Isrotel: Israel's largest domestic hotel chain operating across multiple brands and price tiers. Broader incumbent in the Israeli hospitality market where R2M operates, though not focused on the boutique/culinary niche R2M occupies.
• Fattal Hotels (Leonardo Hotels): One of Israel's largest hotel groups operating Leonardo, Herods, and other brands domestically and in Europe. Broader incumbent competitor to R2M's boutique hotels in the Israeli accommodation market.

Regional players

• Mul Yam: High-end Tel Aviv seafood restaurant with strong chef-driven culinary identity. Comparable to R2M's fine-dining concepts (Herzl 16, R48 chef's table) in the premium Tel Aviv restaurant scene.
• Landwer Cafe: Israeli café-restaurant chain combining coffee, food, and proprietary branded products. Comparable to R2M's mix of cafés, delis, and house-branded food products (wine, cheese, baked goods).
• Aroma Espresso Bar: Israel's largest specialty coffee chain with nationwide presence and food menu. Comparable to CoffeeBar Express in the Israeli café segment, though at much larger scale and broader geographic reach.
• Roladin: Israel's leading artisan bakery chain with multiple locations and cafés. Regional competitor to R2M's Bakery brand in the Tel Aviv bakery market with similar positioning around artisan breads and pastries.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/R2M.Corp
• Instagraminstagram.com/we_r2m
• LinkedInlinkedin.com/company/r2m-hospitality-group

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about R2M Hospitality Group