How Shabbat Observance Helped Transform Sun D'Or: The Story Behind a Sixfold Profit Increase

Several years ago, Sun D'Or, a subsidiary of El Al, was acquired by Eli Rozenberg. Upon taking ownership, Rozenberg, an observant Jew, made a significant decision: the company would stop operating on Shabbat. At first, the move seemed almost impossible, since Saturday flights had long been one of the company's main sources of income.

"Most of Our Business Is on Shabbat"

During a meeting with one of Sun D'Or's senior executives, a troubling reality was presented to him.

"Most of the company's business takes place on Shabbat," the executive explained. "If we stop flying on Saturdays, we'll simply have to shut down the company."

This was shortly after the COVID-19 pandemic. The financial losses were still fresh, and concerns about causing further damage to the company were very real.

"You're issuing a death sentence for the company," the executive added. Despite these warnings, the decision remained firm: Sun D'Or would observe Shabbat.

"Shabbat Is the Source of Blessing"

Before the policy was implemented, Rabbi Shlomo Danino, the rabbi of El Al, met with the company's management. For two hours, he explained the spiritual significance of Shabbat and emphasized the Jewish belief that Shabbat is the "source of blessing."

He spoke about the deeper value of suspending commercial activity on the holy day and the importance of placing faith above short-term financial concerns.

At the end of the meeting, the manager responded: "I don't understand it… but I understand that this is the decision."

Shortly afterward, Sun D'Or officially ceased all operations on Shabbat.

A Year Later: An Unexpected Meeting

Nearly a year later, in December 2024, Rabbi Danino was invited back to the company's offices. This time, however, the meeting had a very different tone.

The CEO presented a detailed comparison between Sun D'Or's strongest pre-pandemic year and its performance in 2023. The comparison was especially striking because the company had operated for only ten months that year. Following the outbreak of the war on Simchat Torah, airline operations were suspended for approximately two months.

The results were remarkable.

Despite the difficult circumstances and despite no longer operating on Shabbat, Sun D'Or reportedly earned six times more profit than the highest annual profit it had ever achieved before the pandemic.

For many in the room, the figures were difficult to ignore.

"This Is What Faith Accomplished"

Reflecting on the outcome, Rabbi Danino said: "This is what the owner's faith accomplished."

He added: "What is happening today at El Al and its profitability is because of Shabbat observance."

A Powerful Lesson in Values and Success

For those who view business success through the lens of faith, the story serves as a powerful reminder that principles and profitability do not necessarily stand in opposition. Sometimes, decisions that appear risky from a purely financial perspective can lead to results that few would have imagined.

Whether viewed as an expression of faith, a commitment to values, or simply a remarkable business story, Sun D'Or's experience stands as an example of conviction in the face of uncertainty — and the unexpected blessings that can follow.