“It’s Not Just French Fries”: Milotel and Chef Tom Aviv Launch Gourmet Chip Experience in Tel Aviv

Milotel, one of Israel’s leading French fries manufacturers, has partnered with celebrity chef Tom Aviv for a groundbreaking culinary venture titled “It’s Not Just French Fries” — a creative series of dishes that reimagine the humble chip as the star of the plate.

The collaboration took place at Taverna Del Mar, Aviv’s popular restaurant nestled in Tel Aviv’s Carmel Market, and was unveiled to a select audience of food writers, critics, and culinary influencers.

From Polenta to Ceviche: A Chip-Based Culinary Journey

Chef Tom Aviv, in collaboration with Milotel Operations Manager Avi Levy and Marketing Manager Hofit Chen, presented a 10-course tasting menu, each dish built around one of Milotel’s unique chip varieties.

The creative offerings included:

• Polenta chips with mushrooms and green onions

• Bloody Mary chips with Worcester ketchup

• Chips with honey-mint tzatziki

• Steak and eggs with crispy chips

• Asian fish demi-glace with Asian-style chips

• Potato vinaigrette salad with crouton-style chips

• Peruvian ceviche topped with crumble chips

• Ikra chips with Kalamata onions, mint, and honey

• Churro-style chips with chocolate and vanilla

To complement the flavors, guests were served a variety of beverages including arak, ouzo, and champagne.

A Bold Celebration of the French Fry

The event aimed to break the boundaries of what French fries can represent in modern cuisine. Rather than a side dish, chips were elevated to a central ingredient, layered with bold international flavors.

As one guest summed it up:

“This is everything I ever wanted to know about chips — and didn’t dare ask.”

Milotel Reinvents Its Image

The collaboration marks a bold branding move by Milotel, showcasing the versatility and premium potential of its chip products in a fine-dining context.

Marketing Manager Hofit Chen commented:

“We wanted to show that chips aren’t just a side dish. With the right chef and creativity, they can be part of gourmet dining.”

Chef Tom Aviv, known for his boundary-pushing style, added:

“This was about taking something everyday and transforming it into something extraordinary.”