This is Einat Admony, the owner of Taïm. Born in Israel, she grew up eating Yemenite and Persian food, in addition to Moroccan and Eastern European dishes. She was a curious girl that loved exploring, especially different cuisines and cultures. From a young age, Einat would always help her mother prepare the Shabbat dinner. When she turned eighteen, she served both as a driver and ad hoc cook in the Israeli Army, where she understood that cooking was her real passion and that it was something she would never get bored of. After spending a few months traveling, she came to New York City to begin her culinary career as a chef.
Einat spent seven years working in different fine dining restaurants such as Patria, Bolo, Tabla and Danube in New York. Because she loves to travel and learn from other cultures, Einat knew the best way to immerse herself in these cultures was to work in restaurants with differing cuisines and familiarize herself with their dishes. These greater experiences made Einat want to start building an empire of her own. In 2005, she opened Taïm: a fast-casual Mediterranean restaurant in the West Village. Realizing many people did not know exactly what Israeli/Jewish food looked like, Einat knew she had to change that. “Israeli food is much more colorful, full of flavors, with spices and layers of excitement that many people do not imagine it to be!”. That said, Taïm is the ultimate representation of how people should eat Middle Eastern/Mediterranean food!
Surprisingly enough, Einat mentions how easy it was to open her first Taïm location. It took Einat and her husband just a couple of months! As we all know, competition wasn’t as fierce and harsh as it is nowadays. And since she did not have any children yet, Einat and her husband had more flexibility on spending longer evenings at the restaurant and building the business.
After seeing the extensive line of hungry customers craving more and more of her delicious falafel, Einat decided to expand to other locations in Nolita and Midtown. And when dreaming even bigger, Einat and her husband decided to explore nearby cities for growth. Both found that Washington D.C. could be the perfect hub to expand their business. Besides D.C. being very culturally well-rounded, its proximity to NYC made the most sense as to the expansion to a new state.
So what is chef’s Einat hidden secret to Taïm’s success?! She mentions there are many in order to keep a busy restaurant running, but you always need a key differentiator to keep people coming. For Taïm, Einat is confident about her falafel! In Israel, according to Einat, eating falafel is as cheap as eating a slice of street pizza in NYC. She grew up being surrounded by it, especially because her mother would always make them. But when creating her own, it took her many months to perfect her recipe because she wanted it to be the item that Taïm is known for. Knowing the methods used to prepare the food as well as cook it was very important to her. For Einat, making falafel requires the freshest ingredients, the correct seasonings and flavors, the perfect amount of chickpeas, and the right texture – “crispy, crunchy on the outside but moist on the inside” (Taïm). There are many other restaurants that offer falafel, but many of them leave your plate filled with oil. This is a no-go at Taïm, where falafel are fried but to the precise moment where they don’t become greasy. To Einat, this is a very important difference, it provides customers with richly-flavored products while still keeping them healthy.
Besides falafel, Taïm serves a vast amount of other healthy, fresh menu options – many of which are vegan. Having vegan and vegetarian dishes for Einat is extremely important, as she wants to educate more consumers on the importance of cutting down on animal products for health and environmental reasons. Her focus on healthy dishes directly correlates Taïm’s identity of being “a vegetarian mecca, a vegan temple”.
Educating customers about Israeli food and vegetarian choices as well as watching them enjoy her food and seeing the happiness that it brings them are the many rewards of the business, Einat says. With the amazing team she currently works with and her husband’s constant involvement, Einat is confident that she will be able to expand the business further as time goes on. Although it’s challenging to do so in NYC, due to the intense competition in the market, Einat says, ” if you make it in NYC’s market, you can scale up anywhere!”.
It is always easier to compete with others when doing something one loves and is passionate for like Einat with cooking. She is motivated to continue cooking and can’t imagine what it would be like if she couldn’t. Experimenting in the kitchen is what keeps her going; it is her fuel. Inspiration, she says, comes from multiple sources: colors, music, flowers and other food creations. One just needs to dig deep and find them!
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