HOC, Tel Aviv (Yaniv Granot)
The Florentine neighborhood may have thought it could control this process, and that it would stop exactly a second after it told it to stop, but like any creeping annexation, it too is now succumbing to market forces.
The irony went down for a walk with the dog.
Because what was once rough and cheap, young and kicking, finds itself conquered now, willingly and unwillingly.
Day after day, square after square.
North Jaffa and West Levinsky and South Neve Tzedek.
There are still a few years until this entire complex finds its common denominator.
I'm betting "money" as a logical starting point.
The signs are already there.
The streets here are still broken, but most of them were destroyed on purpose, to make way for huge real estate projects. The street art is still chattering, but here and there you can see how the developers spread canvases on purpose, and invited - oh, the horror - the sprayers to run wild. The food world too The urban increased its range of migration and began to mark territory. And the coffee also, starting from small neighborhood places,
And HOC of course.
They are already here.
Pioneers again.
Independent traffic generator.
HOC (Photo: Walla! system, Yaniv Granot)
This is a caffeinated island that prefers to look at geography and borders with the same level of validity that elementary school atlases in the eighties receive today
HOC's third embassy in Tel Aviv (after the mother branch on Hatvor Street and the fairly new branch on Trumpeldor Street) is actually a caffeine island that prefers to look at geography and borders with the same level of validity that elementary school atlases in the 80s receive today.
This means, basically, a distinct Tel Avivianness and a demonstrated Scandinavianness, but also any new and updated foreign country you've been to recently. I, for example, opened doors and immediately shed Thai tears from Bangkok, a destination that Israelis still tend to regard as "Third World" for some reason. And in practice, he hasn't seen us in his rearview mirror for a long time, in coffee, but not only.
Startup, app, patent, mug, magic
Could it be that we just drank coffee from the future?
To the full article
"It happened faster than I thought."
HOC (Photo: Tamona Dejanashvili)
Let the customers come.
HOC (Photo: Tamona Dejanashvili)
"We came with two misses and we knew there would be an adjustment, but pretty quickly the customers realized that we were bringing something different"
"We have always tried to be a destination and not a location," explained Amir Raifer, one side of the ownership triangle, along with his partner Shiraz, and Oren Adrai, "Everyone will always tell you to open a new place only on a main thoroughfare, with traffic, but we wanted a hidden place, And that the customers will come especially."
This ambition proved itself in the first branch, which was located just a few years ago in the most hidden spot of the Carmel market and the tourist alleys of Neve Tzedek, but managed to overcome the same lack of organic traffic, and become its own traffic generator.
"We had two misses and we knew there would be an adjustment, but pretty quickly the customers realized we were bringing something different," he repeated, "I'll say I gave it a year, as a point in time to clarify if we were able to do it, but it happened much faster than that."
City darling.
HOC's scrambled sandwich
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This success gave birth to a natural expansion, and this was replicated almost simultaneously into another urban temple on Rabbi Mabachrach Street, with a generous outdoor square, no less generous shade than right-angled buildings, and an interior that is completely detached from all of this, and pours white and exposed concrete and black fittings on you, without turning to cliché
"We are connected to the city, and we wanted to give here what has become our personal mosaic," Reifer said during a rather intense shift behind the cash register, "We met when we worked together at the El Al station in Munich, and we have a significant period together in Hong Kong, Japan, Korea and Bangkok. Add to that Denmark and what makes Tel Aviv Tel Aviv, and this is what came out."
Tailor a suit for each customer.
HOC (Photo: Tamona Dejanashvili)
"Our personal mosaic".
HOC (Photo: Tamona Dejanashvili)
"I don't want the customer to order boiling upside down. I don't have a latte, and I don't have a jar of Americanos, and I won't take out an Americano either."
The same mosaic is also reflected in the food menu.
A "simple" breakfast, for example, with Danish bread, cheddar and butter (NIS 34), a scrambled egg sandwich with milk bread (NIS 44) that has already become the city's favorite, a "salad" that is more of a tasty visual presentation than the mix we all know, muesli and Castella cake, which combines matcha, vanilla and Earl Gray into "Portugal corner Japan", as defined by Riper.
But the heart is the coffee, of course.
An espresso menu that is branded here as treasures, almost futuristic machines, baristas who leverage the raw materials "without destroying" and a product that you can actually drink without rolling your eyes and wishing for the moment when you can grab an Americano.
Because Americans, simply put, you will not be accepted here.
"The most important values for us is to produce the best possible product, and also to tailor each customer the most suitable suit," explained Raifer, "I don't want him to order the opposite. I don't have a latte, and I don't have an American jara, and I'm also an American I won't take it out. It's true, it's tricky to stand like that in front of new customers, but little by little it changed, and now people already know more about where they're coming from, and where they're entering. For us, coffee is a world, and we do come to educate, but not to educate arrogantly."
"to bring good news".
HOC
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"Even today my gross profit on coffee is the lowest in town. You can check it"
These words are also realized in another collection, which is not offered just like that to visitors, but is carefully preserved for people with an unbridled desire for coffee.
This is a personal import of rare coffee beans, which are treated and packaged and frozen at minus 25 degrees, the ideal taste point in terms of HOC.
There are sources and dates and a range of tastes that are usually encountered when talking about wine, or food of course, and priced accordingly - something ranging from NIS 40 to NIS 107.
sail.
"We started the business to get the word out. I'm not kidding," explained Riper, "and even today my gross profit on coffee is the lowest in town. You can check that. I have priorities and things that are important to us. I don't want a line every day, All day long. If it happens, I won't live up to the level and standard I set for myself."
HOC's individual plans continue all the time, even as we talk about the near-double opening and the pressure it brought.
Soon there will be an adjoining bakery that will offer breads and pastries and desserts, some that already star on the menu and some that will star in the future (spoiler: croissants. There will be croissants here, and anyone who has tasted something here must be excited by these three connected words), and in the evenings a small wine (and Danish beer) bar is already taking shape here, Which allows HOC to fulfill an almost collective dream, changing its skin as the sun begins to set.
"We wanted this to happen from the first day of our first place, "but only here we felt it was our time to do it", he explained while repeating again the same standard by which he tests himself, the one that wakes him up at five and usually puts him to sleep only after one ten at night
"Every morning I come to the branch and taste all the coffee, everything," he described, "and then I take this private quality control test, go to Trumpeldor and do the same thing there. There is no choice and no other way. We want to serve the best coffee in the world, And that people will receive here the best shlok they can in the world."
HOC, 2 Hatvor, 6 Trumpeldor and 3 Rabbi Mabachrach, Tel Aviv
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