Opinions expressed by Entrepreneur contributors are their very own.
When Sami & Susu first opened, it wasn’t a restaurant in any respect. It was a normal retailer stocked with tahinis, olive oils and honey, promoting sandwiches and salads to maintain the lights on throughout Covid. It wasn’t the meals Amir Nathan wished to cook dinner, but it surely was the one means ahead.
“We weren’t showcasing our full capabilities,” he tells Shawn Walchef, host of Restaurant Influencers. The pivot to a full-service restaurant in 2022 modified every thing. Inside months, the vitality within the area shifted from transactional to electrical.
Now attempt reserving a desk at Sami & Susu. In case you’re fortunate, you may snag one three weeks out. If not, you may be left scrolling via Instagram, watching different individuals dig into hanger steak over creamed corn, heirloom tomato salad piled onto thick sourdough, and crispy sweetbreads which have made new followers of organ meat.
The Decrease East Facet restaurant fills up evening after evening, a spot the place the meals is as electrical because the room itself. Nathan and his co-founder, Justin Anderson, constructed it from the bottom up, incomes a Michelin Bib Gourmand three years working. You’d suppose success like this meant a seamless path — clear imaginative and prescient, strong backing, clean execution. Not even shut.
Nathan did not launch Sami & Susu with a dream investor, a foolproof enterprise mannequin or deep pockets. Errors have been made. Budgets blew up. If he had targeted solely on the numbers, he says, the restaurant would not have lasted a yr.
As a substitute, they pushed ahead, adjusted and constructed one thing higher. Sami & Susu advanced — first as a pop-up, then a normal retailer and at last into the form of restaurant the place individuals battle for a reservation.
A reputation that runs deep
The title Sami & Susu is a press release.
It comes from an Israeli TV present that symbolized coexistence, a nod to Nathan’s roots. It is also a tribute to a no-frills Romanian steakhouse in his hometown of Be’er Sheva, a spot the place plates of kebabs, piles of garlic, and infinite vodka outline a meal.
That blend of heritage, nostalgia and daring, unfussy cooking is what drives Sami & Susu’s menu. It isn’t strictly Israeli or strictly European, but it surely’s Nathan’s personal mix of affect and intuition.
Nathan knew he wished to cook dinner earlier than he even understood what that meant. At eight years outdated, he watched a TV chef make gnocchi, determined he may do the identical and turned his mother and father’ kitchen right into a one-night-only pop-up. He made the dish from scratch, arrange a eating space and proudly served his household.
That spark by no means left. From kitchens in Israel to a few of New York’s most acclaimed eating places, Nathan constructed his profession by taking dangers and figuring issues out as he went.
Now, with Sami & Susu packed each evening, he is setting his sights on one thing new.
Nathan’s subsequent venture, Shifka, takes a pita-first method to Center Japanese flavors and has a format that may scale. He would not desire a large chain, however he does see room for development past New York.
Shifka often is the future, however Sami & Susu continues to be pure New York. Intimate, surprising, and unimaginable to pin down. It is the form of place the place Valentine’s Day means 4 programs of beef coronary heart, every paired with a special glowing wine. It is about attempting new flavors and never taking part in it secure — and that is precisely why individuals preserve coming again.
About Restaurant Influencers
Restaurant Influencers is dropped at you by Toast, the highly effective restaurant point-of-sale and administration system that helps eating places enhance operations, improve gross sales and create a greater visitor expertise.
Toast — Powering Profitable Eating places. Study extra about Toast.