0

After the kosher deli they opened online in Israel, Corrin Gidon and her husband, Chily Sorotskin, the two are launching a deli in New York that will operate from a ghost kitchen and provide kosher Jewish food in deliveries – from Gefilte Fish to tahini from Tel Aviv. Gideon: “Before Corona, we were debating whether to open a store or set it up online. Luckily, the format we chose at the end is just a delivery site.”

Corrin Gidon comes to New York: After the TV presenter and her husband, Chily Sorotskin, opened an online deli for Jewish food in Israel – Ashkenazi and Mizrahi – they are currently opening “Kiddush Club”, an online deli in the United States, which will send ready-made food home to New Yorkers and operate From a ghost kitchen.

The wave of delicacies and ready-made food, which intensified during the Corona period in Israel and around the world – and has only developed and grown since then, continues to make waves: more and more restaurateurs and businessmen realize that not only have people become accustomed to staying longer This phenomenon has spawned a great many interesting food ventures – from home cooks to deli-deli that have opened in restaurants that have found themselves closed during the corona.

But not only the deli phenomenon has gained momentum but also the phenomenon of ghost kitchens – the same work spaces (which were once restaurants or were set up specifically for this purpose) that serve as kitchens from which food comes in deliveries. That is, spaces that are not used for hospitality but only for work. As the restaurants perished during the closure periods, so did the dedicated spaces. In this method the restaurateur does not have to spend a fortune on renting a prime location or space design, he does not have to employ a hospitality staff, he does not have to pay a blown electricity bill and the bottom line is that ghost kitchen expenses are much smaller than restaurant expenses.

The concept of Gidon and her husband’s two delicacies – Sorotskin and Kiddush Club – is similar, and there are quite a few dishes that star in both menus. “Gal Gadot may have paved the way for us when she let Jimmy Fallon eat Gefilte Fish,” says Gidon.

Why exactly there?
“An American army that came from an ultra-Orthodox home, and New York is the little Israel. There are many Jews there and we feel it is a good city to start in. We offer everything you need for a Shabbat table, and people make reservations in advance. “They have everything in one place and it comes in delivery to the house. We have the whole range of Jewish food – from Ashkenazi cuisine to Mizrahi cuisine.”

How did you do that during the Corona period?
“We have an American partner. So most of the set-up we did in Zoom. Today (Monday) Hili flew there for the launch and opening, and I’m going with the family to Greece. We’ll all be back in isolation. This coming Friday will be the first time the food arrives. “A chef who trusted all the food, we made packaging and recruited couriers. The entire logistics system is already built.”

Didn’t you think about opening a physical deli store?
“The truth is that it’s a miracle. Even before Corona we were debating whether to open a store or set up an online store, and I thought it would be right to start without high costs and see what would happen. Then came the corona and luckily the format we chose at the end is just a delivery site.”

Do you think that you will succeed in breaking beyond the crowd of American Jews who are looking for food to sit on?
“When we opened in Israel, Chili thought that no secular person would join this food, and now most of our customers are secular, so I expect the same thing to happen in New York. We offer a kosher food experience, and invite people to join this experience. “.

In the menu of “Kiddush Club” you will find dishes such as beef ribs, layered eggplant (the flagship dish on the menu in Israel and now it will also be available in New York), kegel, challah, pastries, gefilte fish, Moroccan fish and hamajon. The same audience that pays $ 24 for Eyal Shani’s tomato will pay $ 8 for a 250-gram box of tahini from Tel Aviv (on the menu), $ 9 for a kitchen, $ 10 for an egg salad, $ 13 for a red cabbage salad and two units of schnitzel $ 23.

Leave a Comment

Your email address will not be published.

0

TOP

X