Did Corona and Instagram make you want to start selling food?
• Read what Ronen Melhan and Dana Shapira, who admire the "delicious business" from their home kitchen, have to say about it • First article in the series
Dana Shapira and Ronen Malhan, a delicious business
Photography:
Private album
"So I talked to Dror today, he suggested we think again about starting a cooked food business. What do you say?"
"Come on, come on."
That's how it started, that Thursday night.
At night Ronen was already sitting on rations, pricing and costs.
The next day we sat on a menu, and talked about a name.
Ronen said he thought of something, I said I thought of something and then we said together "delicious".
Ronen said he thought of "delicious business" as a homage to a piece of history with a friend and that's how it started to roll.
A "delicious business" was born, a birth as easy as a hen, atoned for.
On Saturday night, two days later, Ronen wandered between gas stations to find a SIM that we could put in the phone and it would be the SIM of the business, a family business and everything, but we would still be happy for some separation and order.
After two hours we had a business number and an hour later we had already posted in our private media a menu, an Instagram page that was already on the air with visual language and content and some pictures of dishes we had and started running.
The designated delivery day was two - two days later - and we made eight deliveries.
Each of them was with a little piece of our heart, just like that.
Not physically, yes?
We have no dishes with hearts.
But a metaphorical piece was there.
We had no idea what was going to happen to us in our little kitchen.
Stop.
Wait, some background, what happened, straight into things?
How about getting to know us a little?
Ronen Melchan and Dana Shapira, hi.
A couple, parents, former Tel Avivians and current Rishon LeZion owners of TheSocialist, a social company that specializes in culinary. The Corona caught us at the pinnacle of business, in the most literal way possible. "Ours is in the culinary field with clients like Jafnica, Soso and Night Kitchen, only Corona had other plans and the field stopped almost completely. We were left with a strong core of clients but many of them, one after the other, made this all-too-unpleasant conversation with us." Wow bro, as soon as they bring us back we run everything again. ”Some did not survive the second closure, by the way.
We realized we had two choices: one is to keep sitting on the couch and rotting in front of the news, eating our hearts out (and empty carbs) and waiting for someone to determine our economic, family and mental destiny, or reinventing ourselves, at least temporarily.
We decided to get up, take our and our son’s future in our hands and make our home with the unequivocal understanding that no one is going to fight for us except us.
It's time to go back to the sources
My origins,
Ronen
, started at the age of 15 in Nafis, somewhere in the '90s.
From there I spent 20 years in restaurants - cook, property, restaurant manager, setting up restaurants from scratch, all this jazz.
Food is in my heart (and in my stomach, without the evil eye) and I am always around it.
Cooking does me good, this is my corner, my therapy.
The kitchen is where I used to be and still run away when needed quiet, our kitchen would feed swarms of friends who would find themselves in our living room on Saturday afternoons with open buttons in their pants and did not understand how or what happened to them.
My sources,
Dana
, in food are in eating.
I waiter here and there, not something glamorous enough.
However, you need someone to cook, and someone to run it who cooks.
Here I get into the picture and do it easily.
Administration, customer service, and of course the icing on the cake in my whipped cream - the social of "delicious business".
The division in the delicious business was clear and we did not have to talk about it at all.
Ronen cooks: his hands prepare everything, he thinks of dishes, he thinks of recipes and executes them and I do the rest.
It was natural, as if everyone found their place in this thing without asking questions, it just happened by itself.
We decided that the menu would change every two weeks.
Not drastic changes and not the whole menu, but changes must be made, both for the customers to diversify and for us.
Every new dish that comes out we photograph (have we already said we are also food photographers?) And upload in our social, which is mostly based on organics.
What is Organic?
That all the followers, comments and likes came with no publicity at all.
Net to the ear.
The first delivery day was at 6.10 and since then there are two delivery days a week - Monday and Thursday - when the peak was 20 deliveries a day, something like 200 boxes of food that came out of the kitchen meter by meter and then we bought another fridge that sits on our porch and makes really annoying light.
How do you proceed from here? What has changed and will change in our thinking? And of course, what did the food section of "Israel Today" think about our food? All this in the following articles.
For reservations: 054-9651300
On Facebook: "Delicious Business" / Instagram: https://www.instagram.com/esek_taim
A bi-weekly menu is published on Monday evenings and requires a reservation two days in advance until delivery is received on Thursday. Minimum order 250 NIS (for collection from Rishon LeZion 150 NIS), delivery fee 20 NIS.