2024-01-15 15:15:51
Somewhere in brighter days, in 2016, the last Cinnabon branch in Tel Aviv, which was in Evan Gvirol, was closed. Besides it, there was another branch in Jerusalem that also closed that year. Eight years have passed, and we do not forget, and find it difficult to forgive. The great loss of the sweet pastry remains in our hearts, and the longing for the sweet warmth does not subside.
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This, of course, is not the first American fast food chain to close in Israel – the Duncan Donuts chain also failed in the local market, leaving us with a crippling craving for a Boston Cream donut worthy of its name. True, regarding the donuts, we found a local solution in the form of the less successful “Mr. Donut” brand, or much more expensive alternatives in the “Showroom Bakehouse” style. But regarding the sinbon – that plump, apple roll with a thick, sweet and greasy sugar frosting – we couldn’t find a Roy substitute. Since then we have had successful yeast and cinnamon pastries, fresh and well risen (and a special thanks to Zeit Pour Brut), but we have not found the same synchronous frosting, or a pastry as corrupt as it, in our district since he left.
We found expensive substitutes, but it’s not the same. Cinnabon in Stefan (photo by Afik Gabai)
You might say that this is not something that the ordinary Israeli likes. There is no market here for cheap, corrupt and excessive foods. But we don’t think that’s the point – after all, every Hanukkah there is an exaggerated and colorful donut parade that can put the Americans to shame, and Roldin has already made a career out of it. And that’s without even talking about all the Tiktok challenges a la ice cream in roll-ups, which really caused the candy prices to rise. Israelis love sweet, and love corrupt (they also vote for Bibi, but it’s not entirely related). They love this sweet sweet. So why is it that when such sweetness comes to us, we refrain?
Maybe because Israelis like sweets, but they just don’t like it when it’s theirs. Once the American fantasy becomes real, the brand is no longer unique or hard to come by. In many respects, Israel is a douche of junk food – we want them and court them when they are far away, but get bored of them after ten minutes when they are here next to us. When they are abroad, the sweet junk brands will star in the story, but from the moment they land in Israel, they are last year’s snow.
Abroad, it’s hysteria on Instagram. Starbucks’ unicorn drink (Photo: Shutterstock)
Still doubting this theory? It’s only because you probably haven’t entered Story in recent years, where the Starbucks-branded cup stars as a coveted product on every vacation abroad. But here? In the early 2000s, they opened six branches in Tel Aviv, through the local franchisee Delek Israel. They closed within two years. It’s cool to drink A salted caramel frappuccino in Times Square, and probably less worth sipping from it in Dizengoff Square. The shuffle of the Seven Eleven chain also indicates the same thing – everyone loves it, gets excited, puts it in the story, but only if America or Thailand is tagged. When the chain finally listens to the pleas and lands In Israel, the magic fades in Israel.
And maybe the problem is not us the consumer, but us the franchisees. More than once we have seen a chain that promises “like in America”, but brings us the same familiar Israeli combo in a bun. You don’t have to look too far back to remember, just go to the first KFC branch in Tel Aviv in years, taste and be disappointed like the Time Out street food reviewer. When you don’t give the people what they really asked for, no wonder not everyone survives.
You promised America, we got Petah Tikva. KFC Tel Aviv branch. Photography: Matan Sharon
Against the background of this understanding, it will be interesting to examine how the American Shake Shack chain, which is expected to open its first branches in the coming months, will be received. Will we love the immigrant from America, or maybe we will casually abandon him, and remain loyal to our trusty showcase? Will it even feel similar to what we remembered from the trip to America, or is it just another burger? Until we find out, we can only go out with a plea – don’t do to Shake Shack what we did to other Americans. Give him a chance to be our American dream. Oh, and find us a worthy replacement for Sinbon, we’re in a rush. Please, the people demand. This time we will treat you well.
#Longing #sinbon #Israelis #love #sweet #decadent #long