Danny Brand - Kibbutznik who worked in agriculture, fulfilled a dream and established a chain of 'meat only' restaurants in an innovative concept##It was not easy, there were failures and losses along the way, but since 2008 the dream has become a successful family business!
Danny Brand. Photo: Shay Matania
Danny Brand (70+) lived in Kibbutz Gazit for most of his life, and worked in agriculture and agricultural research. The business world was far from his light years, and the first time in his life that he signed a check was 52 years old.
He started his culinary career without any background in the restaurant industry, which resulted in three failed attempts that cost him all his life savings. As he studies failures and losses, Brand has written a new and comprehensive concept for the next dream - the "just meat" restaurant. In fact, as early as 2003, he began to conduct himself a secret "personal diary" that contained the rationale for a fine meat and culinary experience that tried to crack the taste patterns of the average Israeli. The innovative concept was a restaurant where the customer chooses his share of meat, decides on the portion size and the extent to which it is made, and pays accordingly. The dish is accompanied by fine wine for an unlimited diner.
The family and friends, who feared another failure, tried to dissuade him from the idea, but the dream was stronger. And in 2008, he opened the first branch on Salma Street in Tel Aviv, precisely in the heart of a garage area, and not in a requested restaurant complex.
Photo by Asaf Avigur
Brand: "The concept is the wildest imagination. We, as humans, have the pretense: We believe in the verse 'Man is allowed from the beast.' I argue that this is true, but in two of the most important issues for all living things, we do not enjoy this benefit. About the sex drive and the food creature. Animals eat only as they need. Aryeh Sheva will not touch the deer passing by. We, on the other hand, give us meat and eat until the soul goes out.
"In my view, a lump of meat that makes us unreasonable, or a different logic than usual. We usually choose our meal from a registered menu. We know what to expect and how much everything costs and we plan our order. We order 200-300 grams of meat, and sometimes In a special event, we will order 750 grams. I have no main menu. The client faces the showcase / pile, gets an explanation - not recommendations - and has to decide. The wish of the heart overcomes healthy logic, and the guys devour. No matter the intelligence, age, origin or Learning about hunger. Everyone buys more, and sits more, "explains Brand.
