Zvicki Eshet, co-owner of Bistro Greenberg and Greco Restaurant, will open an unusual "culinary strip" this summer in a place where until recently the mythical London Cafe

• Tel Aviv Beach // Photo Archive: Gideon Markowitz

Although there are a few more months, Tel Aviv is already bracing itself for the upcoming summer, which will bring with it quite a few tourists, new restaurants, new trends and more. One of the most intriguing places for the summer is the new culinary complex set up by restaurant Zvicki Eshet right on the Tel Aviv beach.

The restaurant complex will open where it has been for no less than four decades in the mythical "London Cafe", which recently closed its doors. The area covers about 600 square meters of built space and 1,000 square meters of outdoor plaza, right on the beach. The complex is set up by restaurant Zvicki Eshet, co-owner of the Greenberg Group and the Greco restaurants, together with Nevo Doctori, one of Banana Beach's owners, with an investment of NIS 10 million.

Now the vast area is expected to become a food avenue that will include quite a few well-known brands such as Greco Restaurant or Gelatria Ice Cream, both of Eshet. Alongside them are also new brands, a burger restaurant, street food, a cafe and even a kiosk. The goal is to appeal to both the beach-goers but also to attract residents living in the area.

Today, it includes the activity of the Eshet Greenberg Complex, of Eshet in the Chen areas of Tel Aviv, with four restaurants: Bistro Greenberg, Greek Greco Restaurant, Gelateria and PIZZA Pizzeria, as well as Greco Restaurant in the heart of Herzliya's industrial and entertainment area.

Zvi Eshet // Photo: PR

"We are facing a busy year," Eshet said. "We are delighted to have the opportunity to bring ourselves to a new and inspiring location - at the historic spot right in the heart of the boardwalk, across from the beach, near a crowd of thirsty places for entertainment and restaurants in a vibrant Mediterranean atmosphere. We are in the midst of the creative process culminating in the coming months, with our flagship brand, Greco, Which has made Greece's happy atmosphere and cuisine part of Israeli food culture. "