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The ugliest war right now is over toast, and dare not blame Omar Miller

The chef's new, small and modest stand had already aroused a lot of emotion and nerves, until we had to check what exactly was going on there.

• Omar Miller
• Soso & Sans
• toast
• Tel Aviv Jaffa
• Rothschild avenue

Yaniv Granot

In the video: Soso & Sans, Miller's hamburger stand

"For a moment I did not understand who it was, and then I saw the tattoo on my fingers. I vomited in my mouth" ... "I am not ready to support the person, but he is a marketing genius" ... "He tries to test the boundaries of the genre. To belittle diners until they realize he is messing with them "

the arrival of" Leon ", Omar Miller's new toast in Tel Aviv, I planned well based on a sophisticated street food algorithm, weighting address and desired arrival time, promoting hype and foodies, pricing emotions and talkbacks, engineered queues and queues . The algorithm threw up at 11:00, but I was skeptical. If so many people had time to eat there, form an opinion and pour it on their keyboard, I should take a bigger safety factor, I thought to myself. It's fucking Omar Miller, look how much noise he's making.

And so, I went down Rothschild Boulevard in the direction of "Omar Miller Junction", peeked anxiously at the constant hustle and bustle next to his "horse" and "Grandpa's Pizza", and stopped a few meters away in front of a cheese shop window, rubbing my eyes in front of what I could imagine but an urban pata morgana. A new and * empty * place by Omar Miller. Open wide, inviting, smiling, humble. All the people who "vomited a little in their mouths," I told myself confidently, must have eaten here as early as yesterday.

It must be written without embarrassment and without shame:

The fried chicken from McDonalds stunned us

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The concept is clear, sane, and very far from Miller's familiar ADHD menus. There is no 80/20 here and no carb on carb, no ocean of toppings or responsiveness to every whim of a munch

"The most overrated there is" ... "Great idea. That will open Kupelsky straight" ... "with a 'quality' like that of his hamburger and pizzas, the expectations from his toasts on the floor"

Miller himself, and it is worth saying it as clearly and cleanly as possible, irresponsible To the turmoil of this disturbed network. Not this time, anyway. His brief interview with "The Network," called from the beginning with sober eyes and full of prejudice, ended with a relative smile. "None of the partners opened 'Leon' with the idea of ​​getting rich," he said there, "even if we only work for a year and this year we were able to help farmers and farms and run the economy - I am satisfied." His Instagram page - the parent base from which countless ugly keyboard battles have been opened in the past - has also solidly promoted the new venture, making huge promises and not committing to revolutions.

The concept is clear, sane, and very far from Miller's familiar ADHD menus. Here there is no 80/20 and no carb on carb, no ocean of toppings or responsiveness to every whim of a munch. Two good slices of bread (chestnut, white or spelled), butter and mozzarella, some coherent options of fillings, and a heat stroke from the toaster. simple. So simple that the defenders refused to come down and waited for a twist. Spoiler: He has not arrived until now, and Miller without a twist it may be a bit out of character, but so much the better.

A strange addition was just the beginning:

The big Moroccan mistake we made in the market

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Let's start with the obvious clichés - this toast is delicious. Toast is home. Toast is a stretchy cheese and butter that infuses everything with eye-closing bites

"More businesses will stand him in line for the month of all kinds with no sense of taste and smell are affected Instagram" ... "It seems to me that now I will start deliveries and frozen pizza" ... "gimmick to star Bainstos be inadequate and Over-Friisd like anything that Omar Miller touches"

We took Home (toasts come "nice", ready to toaster or pan) broccoli (with sun-dried tomatoes, mozzarella and blue cheese, NIS 27, and served like any dish with a delicate but addictive mustard tartare), artichoke (anchovy butter, hard-boiled egg, mozzarella and rocket, 32 ) And Mother & Cheese (butter, emmental, smoked ham and tomato, 28), and we also ate an egg salad toast (caramelized onion and chives, 23), one of three dishes that don’t go out of here for delivery, for obvious reasons, alongside scrambled toast and tuna and avocado toast.

Let's start with the obvious clichés - this toast is delicious. Toast is home. Toast is a stretchy cheese and butter that infuses everything with eye-closing bites. On them, as any amateur home cook knows, countless combinations and delicious towers can be built, and "Leon" does it gently and elegantly, generously and without digging. Thus, the broccoli toast gives a beautiful dance of al dente green and sun-dried tomatoes (the blue cheese is hardly felt, which is a shame), and the one with the artichoke fulfills earthy promises that go great with the hard-boiled egg (and here too, the anchovy butter didn't really come) JZ has been doing what every nocturnal sinner has known for a long time in a toasty sausage toast - cheese, smoked meat, tomatoes. No need for more.

The egg salad toast eaten at the place set a somewhat gimmicky trap in the first act, but no crumb from it came to shoot the third act. Try to stand in front of this warm-soft-sticky mixture and talk to me with your mouth full of gimmicks.

The town square is no longer empty

The pitas are great and the first beer is free, but let's talk about the chips

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"Isn't he tired?" ... "Omar Miller's next business - half a pita with chickpeas and pickles, but with a twist" ... "By the way, look what exposure he got. We've been eating our heads off here since last night"

History Omar Miller's long and Walla!'S food channel. NEWS She knew ups, downs, downs and a few more downs, just when we thought there was nowhere else to go. But it would be really silly to relate to it now, as well as to attribute to the whole connection instincts and feelings that usually come from the "Viva" channel, and it is better that they remain there as well. No jealousy, no revenge, no rage.

What is there, however, probably when everything is peeled and so exposed, is food. A man of food. You can laugh until tomorrow about this simple toast concept, you can make fun of Berlin for the Tel Aviv bubble that allows it and wonder how long the social will control the taste buds. One can also dance for the honor, the name will be saved, and come rewarded to try. Put the ego aside and a few shekels on the unformulated counter and bite into the much-needed comfort. After all, it's fucking Omar Miller.

"Leon", Herzl 4, Tel Aviv