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The magician Sharona Market: We have been waiting for this branch for 20 years, and that is not an exaggeration

Who would have believed that one of the most dramatic culinary moves in this city would start with a pair of simple black bikes?

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• The Wizard

• Shawarma

• Sharona Market

• Falafel

• Sabih

Yaniv Granot

Sunday, 29 August 2021, 06:00 Updated: 07:36

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The Magician Restaurant in Tel Aviv (Photo: Ido Shaham, Editing: Omri Malka)

11:15 a.m., and Sharona Market is polished for a battle that is the routine lunchtime onslaught of environmental ministries, intensified by a company that helps it be the end of August tourists and the big holiday.

Clean, but still sleepy. Some of the stalls have not yet switched to operating mode, some have lifted a half awning and arranged for themselves an illusion of silence. But not Ariel Rosenthal. No. He looks like the next pita to get out of here will decide his day. In a sense, this statement is always true.

For all the columns of "Eaters Go"

to the delicious Instagram page of Walla!

The Magician's new branch

food

opened for delivery just the day before, so I rearranged my schedule, made arrangements and changed things, fulfilled tasks and postponed less demanding commitments. Even joking if he's here.

In general, do you ever remember passing by the "magician" - seven in the morning or seven in the evening - and not seeing him there?

Armed with these statistics, I open the glass door of the market, smile at the air conditioner and take a brief look to the left, to the new and excellent corner location (which in the future is expected to be even more excellent).

Well, do you think he's not there?

A street song

The Wizard's Longest Break

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Two decades of waiting.

The Magician in Sharona Market (Photo: Walla !, Yaniv Granot)

The magician is different.

It is impossible to explain this, mainly because magic is better not to be explained

Tel Aviv has been waiting for this branch for 20 years.

This is a pompous sentence, but also an understatement.

Rosenthal waited, declined, refused and smiled.

Maybe he did not want to.

Maybe it didn't feel right to him, maybe the moment had not matured.

Now it together, especially men - Group Chairman Eitan Bar Zeev Big, CEO and Managing Director Hai Galis Adler Markt me, "partners without whom this would not have happened", as defined.

This opening (still fast-tell you what not Clear?) Is probably the most glittering crown diamond of the Sharona Market Revolution, a culinary landing that makes noise and makes headlines, and everything is positive and intriguing and delicious. This is mainly because magic is better not to be explained.

The top of the top

Tell me - does Tel Aviv not need another hamburger like this?

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"Accurate, and will be fine."

The magician:

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"I explained to them that we were in no hurry to go anywhere. I asked them to work accurately, and that it was enough. We came to be good, and everything would be fine."

Rosenthal travels among the workers - there is still not enough here, probably compared to the mother ship, so the opening hours are currently very limited.

A lecture is told to you - and asking for something that at every other street food stand in the world would be considered heresy.

"Work slowly," he tells them.

I laugh out loud at the encounter between the words and their eyes, but he insists: "The lecture is to learn the business and improve. I explained to them that we were in no hurry to go anywhere. I asked them to work accurately, and that it was enough. We came to be good, and everything would be fine."

This is neither a machine nor a moving strip of pitas.

It is street food with street wisdom, variety and the art of holding pita.

He skips between them, explains "at what stage do we put cumin, how much and why," and moves on to the next employee.

Every now and then he stops, gathers everyone into a morale conversation that ends with shouts of encouragement, and tries to disperse some of his electricity on them.

There are Ted Lasso sports teams that go up to the second half of their season game with less energy.

"In running we run. When we are mature, we will open to the end. We are on it. That is why we came here," he concluded.

Erez's secret

We came because of the pizza, we settled because of the sambusak

To the full article

"Those who know me are happy. Those who do not, happy to know."

Rosenthal in King George (Photo: The Magician)

Sometimes happiness is thick tahini in a box.

Sometimes it is heavy and dark onions, or mushrooms that someone has looked after more than usual

The menu here has hardly changed at all in relation to the branch on the corner of King George Street. The same great pitas, the same fresh shawarma, the same falafel and eggplant on which only the third branch can be opened, and also the same hummus and salads, tahini and pomegranate.

On the side awaits a refrigerator - the "supermarket" - laden with boxes that can put together a sumptuous meal at home, an equally sumptuous picnic on the grass, or just decorate a work session with food that people will actually eat. "I discovered all this time in the Corona that people would of course take something in pita, but also want to take it home," Rosenthal explained.

The goal is simple - "have the magician all the time" - and the means are even simpler.

Sometimes happiness is thick tahini in a box.

Sometimes it is heavy and dark onions, or mushrooms that someone has looked after more than usual.

"Even shawarma can be put in the microwave. True, it does not come out the same, but if you are in the office or at home, and you have opened a table and there are pitas and some chickpeas in the middle, and you know you will have more tomorrow, for another meal, what's wrong?"

What's wrong, really?

Pita of experts

Let them do to you on the fire.

You will not regret

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Coming soon - three air directions.

The magician:

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"My method is me. My presence, and my need to be there - mentally and spiritually as well as physically. For me it's not a branch, it's a place, a home."

In the formidable building that shades the Sharona compound, I counted at least 61 floors. Not everyone has returned to work from their offices, and not everyone really goes down for lunch, but it would be ridiculous to think that someone needs to get acquainted with the magician. Still, the cashier who smiles at passers-by offers them a look at the menu and explains to them along the way what is being sold here.

This is a charming Tel Aviv moment, almost parody in its characteristics. "There's falafel and shawarma here," she says seriously, "you can have pita or a plate." I find out with Rosenthal how they received him in the market, and he is solid: "Those who know me are happy. Those who do not, are happy to know."

No matter how you play with it, no more than seven minutes separate the King George anchor from the new branch. Rosenthal decided to play it with a bike. "I bought a simple, black, non-electric pair, and I started pedaling," he described his new skipping campaign, "People talk a lot about a method. My method is me. My presence,And my need to be there - mentally and spiritually as well as physically. For me, it's not a branch, it's a place, a home. "

The first smoker

The burger is perfect and the kebab disassembled us, but there is something even better here

To the full article

May you have something all the time.

The Magician's "Supermarket" (Photo: Walla !, Yaniv Granot)

The long-term planning relies on the completion of the grandiose construction work adjacent to the market, and the opening of a large outdoor plaza in what is currently a bridge overlooking a spectacular view of bulldozers and cranes.

It will also be the magician's signal to return to his favorite starting point - street food.

"It all came up in conversations between us," he recalled, "I wanted to stay still on the street, and that way I would be even more there than inside the market itself. We will have three air directions, and I will open the window that is still closed, and I can sell just as we please."

He said the epidemic affected people's behavior patterns.

"We are still in this historical event. It is not over, but the world has changed. In all this change there is a little grain called 'the magician'."

Rosenthal's journey continues.

He calls it a "spiritual journey with myself," and by age 46 he can already talk about total devotion.

We, from the side, can finally enjoy the fact that there is another stop on the route.

"I have a place in my heart for two loves," he concluded.

For us too.

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