More than five shawarma branches across the country and thousands of views: This success is credited to the star of the chain Gamliel Edri, who tells us in a special interview about the aspirations to succeed abroad, the hug he receives from his followers, the criticism he received from the food critic and what is so unique about the shawarma dish he serves.
Edri is a charismatic TikToker with 274,000 followers. By profession he is a men's hairdresser, but his passion for shawarma led him two years ago to visit shawarma stands all over the country, where he uploaded his tasting videos that led to thousands of views. Success in the chains comes from her reward and in the past year Edri has set up three successful shawarma stands in Rishon LeZion, Hadera, Tel Aviv, and Netanya, and is expected to open in additional cities soon.
Gamliel Edri talks about the success, photo: Moshe Ben Simhon
Alongside the great love he receives from his followers, Gamliel got to know the less pleasant side of the culinary world, when he received a low score in the index from food critic Niv Gilboa. "The other shawarmas have a lot more minced meat in the wheel. It's cheaper in terms of meat, it's less quality. There's no comparison between steak and meatball."
At the same time, Gamliel addressed the cutting shape Gilboa makes sure to convey in his criticism. "Shawarma that sells a thousand dishes a day, it's impossible. No one can cut every dish with a knife. One big nonsense."
When asked what his ambitions were, Gamliel rolled up his sleeves and made it clear that within a year he wanted to become the most successful chain in the country. "I want to reach an overseas level. We have offers from Dubai and Miami, it's in the planning," he said.
And bottom line, how is the dish? So for those with an interest, pay attention: the meat feels high quality and tasty, well roasted, cut precisely and seasoned precisely. We will also emphasize the freshness of the salads that are cut on the spot and improve the dish. In the dish we got 180 grams of meat in a pita, but some would argue that this is a relatively small amount. Still, a great shawarma dish at a super affordable price.
We emphasize that the person behind the meteoric success is Barel Steinfeld, owner of the chain "Schroeder's Wheel" and the franchisee of the Rishon LeZion branch.
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