According to Maariv, business at Cofix has taken a big hit since they raised the price from 5nis per item to 6nis per item. The stores have gone from being busy and full all the time to being nearly empty. Customers rejected the 1 shekel increase in price, though the owner claimed increasing overhead forced him to do so.

Personally, 6nis for a cup of drink (I dont drink coffee so when I went to Cofix it was for other things) or a bowl of cholent or whatever is still very cheap, and I understand that nothing else is staying the same - overhead increases with rent and employment costs and price of their suppliers... but the market in general rejected it. There might have been a psychological issue at play as well, with customers expecting to pay 5, as that what Cofix was famous for, and then really pay 6. As well, you can't just reach into your pocket and pay for your cup of coffee with 1 coin, but have to fish around for at least 2 coins - though I would guess most customers are buying more than 1 item - a coffee and a danish, for example.

Anyways, in an attempt to draw back the base, Cofix is now lowering the price back down to 5. Hopefully the customers will go back and the damage has not already been done.