I first ate at Goocha a few months after it opened, on my first Israel trip, and was smitten. In the years since, I have had well over a dozen meals there. I've introduced it to several friends and family, and two have declared it the best seafood meal of their life.
So: In terms of fresh seafood, consistently very well-prepared at sane prices, casual but nice, subdued atmosphere, obscenely rich desserts, and friendly, helpful, relaxed staff (most good in English) -- THIS IS THAT PLACE! No pretense, no hype, no fussy nonsense. They have a wide array of fish and seafood dishes in styles ranging from basic to French to Asian, one or two vegetarian dishes, decent wine selection and good pour.
You really must make a reservation, and I'd suggest 24 hrs ahead, but if you're able to eat early or late or don't care where you're seated, they can often squeak you in with same-day notice. They speak comfortable English, don't be afraid to call.
Try the seafood in garlic-lemon-wine butter... they'll bring an extra piece of bread to sop up the sauce. Then get the caramel-smothered bananas and ice cream and die happy in Tel Aviv..
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