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3 brothers, 9 places, and that's really not the end: the cockpit that rules Gush Dan

One place in renovations and ready to storm again, one bar opened at just the right time and one deal forced them to change a bit during the Corona time: the Avidan Brothers Empire does not stop

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• Dizengoff Square

• Sushi

• Cocktails

• Givatayim

Yaniv Granot

Wednesday, 04 August 2021, 06:00 Updated: 06:50

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Fishbon, Tel Aviv (Studio in Abamark)

It's not his fault.

I too in his place needed a moment to sort out the thoughts and make sure I did not miss anything, anyone, anywhere.

In my case it is artificial, a product of focus is lacking.

In the case of Raz Avidan, this is the most natural thing there is.

Try to manage nine places with you and come back to me with confusing coherent conclusions.

To the delicious Instagram page of Walla!

Food

We sit outside "Bonsai", the ninth child of the Avidan brothers - 33-year-old Raz, 38-year-old Moore and 40-year-old Idan - in Dizengoff Square, and look around.

What was a few months ago the bustling center of life of the silent city is slowly returning to its pre-Corona characteristics, but what the plague has done cannot be swept aside.

More than that, without an epidemic, there probably would not have been a "bonsai", and without a "fishbon" there would have been no "bonsai", but without an epidemic there would also have been no "fishbon".

Now do you understand where the confusion comes from?

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To the full article

"We ran together into the Japanese world."

Fishbon (Photo: Studio in Abmark)

"There are very good and very successful Asian restaurants, but fewer bars, places like that that give you culinary delights. That's where we wanted to go."

Let’s start at the beginning, of course.

"We thought it was time to refresh and renew the 'Room Service' during the first closure," Avidan said of the start of the move that ultimately affected, and to one degree or another, all of his brother's nine places, "We closed and decided to go for Isakia, a Japanese bar with chef cuisine. And cocktails. "

"There are very good and very successful Asian restaurants, but fewer bars, places like that that give you culinary delights with alcohol. That's where we wanted to go," he said.

A team led by chef Ohad Dox was formed, but the cards were shuffled, and the family business closed its doors one after the other, with no successful and efficient response to deliveries or takeaways.

"Dizengoff Square worked like crazy. It became the only bar that works while all the real bars are closed," he recalled. "Away and minimalist, light-hearted sitting, in front of the square and on the square and where possible, is not obligatory. It was born out of a business opportunity. It was not supposed to happen."

"Believe in Roll."

Bonsai

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"Our ambition is that every table will have both food and cocktails"

And so, what was not supposed to happen - happened. And what happened is a sushi house with some refreshing salads, soup or two for days that one can seriously think of soup, and especially a clean, sterile, quick and energetic feeling of good food.

"Our sushi is a little smaller in terms of rice, and the experienced Israeli audience is used to a lot of rice, because it also gives it a feeling of value for money," Avidan explained, "but we believe in a roll with a thin and pleasant mouth, which gives you more fish. The ultimate. "

So the bonsai ran, on the square and inside the urban shipping crates, and the project that was supposed to precede it was born a little later in the end.

"In Pishbon we ran together without stopping into the Japanese world, with art on the walls and serving and kimono clothes and good sound and a DJ on the weekends," he described. "A condensing menu. Our ambition is that every table there will have both food and cocktails - which also come from these worlds, with sake and macha and everything that is possible."

"Dizengoff Street is getting longer."

The Concierge (Photo: Studio in Abmark)

"When we open the bar, there will be no renovation and dust. Everything will be new."

The brothers' dizzying route, which begins geographically at the corner of Nordau Boulevard ("We were alone at Room Service. Everyone asked us what we had to look for there. After eight years of activity, the whole area has risen"), stops at the old and stable Concierge The square, ends in front of the chin, in what was the chin, and will also change the face of Otto.

"The 'chin' is closed now. For us it is the most central corner in the city, but it was based on 30% of tourists who did not return, and when the corona was over we went back to renovating the street. Restaurants opened but we opened to chaos," he described.

Therefore - refresh.

"This corner is not simple. It's a bit misleading, but for me it's still a prime location. Dizengoff Street is getting longer, and its places of entertainment are already close to the chin. It was not before. We had a business plan on it for a while - to turn it into a wine bar, with a kitchen "It's very interesting, and it's happening now. When we open the bar, there will be no more renovations and dust. Everything will be new, and we believe it can work there."

Popular but cool.

Babaganush (Photo: Babamark Studio)

"We were asked who would come there, but we knew there was a crowd in this area who liked to stay near the house."

What more?

"Ivni" is a neighborhood bar on the corner of Ibn Gvirol and Arzolorov streets in Tel Aviv, "with beers and wine, a light and simple atmosphere."

Doubts were also expressed there.

"We were asked who would come there, but we knew there was a crowd in this area who liked to stay near his house, not move too much. And lo and behold, he came, and he lived and he kicked."

The Tel Aviv Six of the Brothers closes with "Nelson" in Ramat Aviv, an institution that has been operating for more than a decade in the Oppenheimer complex, and actually enjoys the consequences of the Corona.

"He came back stronger. All the residents there are used to having lunch, living on the schnitzel and toppings. It jumped during the closures and shipments, and now it continues."

"Brother of the Concierge."

The Municipality (Photo: Studio in Abmark)

"We are believing people, such a fitness-friendly, and here we managed to capture a lot of audiences who were looking for something like this and had not before

The losers, Givatayim Bourne & Raised, also dominate two places in the refreshing entertainment capital of Gush Dan, in what is probably one of the only areas in which Sharan Konik still leads Carmel Shama, to the attention of the latter.

The Babagnos on Noah's Square in the city is a "cool bar with a special charm," as Avidan puts it. It has beers, wine and cocktails of course, but it is "simpler and more popular, more laid back and more cool." Somehow, more and more and more and more - and it works.

Not far from it, on Weizmann Street, the reception is also bustling, a bar that is a copy of the concierge, some would say an upgrade. He admires Italian cuisine with a more dairy orientation, and a "disturbed and finer" cocktail bar as well as kosher. "We are believing people, not devout, but guarded, such a fitness-friendly person," Avidan explained, "and here we managed to catch a lot of an audience that was looking for something like this and had not had it before."

The municipal Tel Aviv trio is completed by the municipality on Ben-Gurion Street in Herzliya, the first business run in collaboration with a local group.

It has a chef's kitchen and something that is "a bit Tel Avivian," as Avidan puts it, "it's like the concierge's brother. It opened a month before the Corona, and we didn't get to enjoy it, but now we believe in it."

"Not afraid of work."

Raz Avidan (left), Ohad Dox, Moore and Idan Avidan (Photo: courtesy of those photographed)

"We remember where we came from. Simple people, working people."

Raz's daily routine begins with the child, at five or six in the morning. "He was born in quarantine, so he filled me with all the emptiness of the bars and restaurants." The same daily routine continues - contrary to what you may have thought - with a lot of office work, in a real office, "suppliers and salaries and taxes, business licensing and bookkeeping.

" Managing this operation is not easy. We are together most of the time, sharing things and solving things. We have a lot to do, but in the evening we are very, very active, always on services, intermittently, coming, splitting up, working, "he said." We are not afraid of work. Our daily life is busy, but we are three, and we need to know how to navigate it. "

Will you stop at nine?

"Right now, we want to stop. In the meantime," he laughs, "we have a charge from the corona to finish. We got hit like everyone else. It's a wave that takes you back, but teamwork helped us a lot. Business supported business, and it helped us solve things. We managed ourselves and succeeded. .

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