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When Sami & Susu first opened, it wasn’t a restaurant in any respect. It was a basic 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 prepare dinner, nevertheless it was the one method 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 the whole lot. Inside months, the vitality within the house shifted from transactional to electrical.
Now strive reserving a desk at Sami & Susu. If you happen to’re fortunate, you will snag one three weeks out. If not, you will 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.
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The Decrease East Facet restaurant fills up night time after night time, 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 assume 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 had been made. Budgets blew up. If he had centered solely on the numbers, he says, the restaurant would not have lasted a yr.
As an alternative, they pushed ahead, adjusted and constructed one thing higher. Sami & Susu advanced — first as a pop-up, then a basic retailer and eventually into the form of restaurant the place individuals battle for a reservation.
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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 limitless 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, nevertheless it’s Nathan’s personal mix of affect and intuition.
Nathan knew he wished to prepare dinner earlier than he even understood what that meant. At eight years previous, 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 night time, he is setting his sights on one thing new.
Nathan’s subsequent challenge, Shifka, takes a pita-first method to Center Jap flavors and has a format that may scale. He does not desire a massive chain, however he does see room for development past New York.
Shifka will be the future, however Sami & Susu remains to be pure New York. Intimate, surprising, and inconceivable 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 making an attempt new flavors and never taking part in it protected — and that is precisely why individuals hold coming again.
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