And You Thought Americans Were Lazy


Okay, okay, okay, okay is this not the most Israeli thing you’ve ever heard? Mishlohof solves a very pressing problem in most of our lives. You’re on Gordon Beach, dodging matkot balls, aggressive gentleman callers and shisha fumes. Suddenly hunger hits and you’re only surrounded by 10-20 beachfront restaurants, pita pits, smoothie bars, pizza places, and ice cream sellers. It’s all so close yet so far. Lucky for you, there’s an app for that too.

Mishlohof will deliver beer, ice cream, fruit and more, all in a perfectly packaged cooler right to your beach chair using your geolocation. According to No Camels the plan for the winter is to deliver beer to parks. Somehow this part of the plan sounds way more sketchy to me, but hey, it’s Israel. Founder and CEO Bar Reuven has plans to expand to beach towns in Brazil, France and Cyprus (and changing the name  faster than Netalee Hershlag can say Natalie Portman.)

So next time you’re sunbathing and can’t be bothered to give one single fraction of a fuck, give it a try and let me know what you think. And while you’re at it please explain to me how Israelis can bring their whole refrigerator to the beach while simultaneously pounding fries at La La Land and still look uniformly like bronzed beautiful Olympic athletes? Because me and my countrymen want to know.

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