What do you do when all the vegan restaurants close?
One after another, more and more vegan restaurants are closing. Some were places of pilgrimage for many diners; others became household names, known throughout the country and drawing customers from across Israel. Now, though, what is happening seems irreversible.
J17: is this the end?
J17, a well-known and much-loved vegan restaurant serving many dishes popular with vegans, is set to close. Restaurateur Asaf Ingber says the restaurant has run into financial difficulties and, as a result, is apparently likely to get back on its feet.
J17 serves vegan burgers, home-style food and other dishes. When it opened and for many months afterward, it operated well and attracted plenty of customers throughout the year. With the arrival of COVID-19, however, the restaurant appears to have suffered several blows. Now, two years later, it is set to close unless it maintains a broad customer reach.
Although Asaf did not post about the subject or publish the prospect of the restaurant closing, he did ask customers and acquaintances to visit so that it would not have to close. Despite Ingber's attempts to avoid media attention on the subject, the news seems to have spread beyond his close acquaintances to wider circles.
The tactic: inviting celebrities
Ingber says the information was leaked against his wishes and that he had not planned to publicize the possibility of closing. He approached celebrities and influential people to ask them to eat at the restaurant. He says celebrity visits were what kept the restaurant busy for most of the year. When the celebrities stopped coming, however, the other guests stopped too. Those Ingber approached included Israelis and stars from other countries.
Vegan and enjoying it?
Ingber wanted to fulfill a dream and combine two fields he believes in: tennis and health. Veganism, he said, significantly improved his sporting performance, allowing him to achieve quite a few successes as a result.
Unfortunately, COVID-19 brought surprises that nobody could have anticipated. Whereas guests initially packed the place, it gradually emptied out. Like 416, J17 is at risk of closure. While 416's story ended well thanks to the opening of a mall stall in place of its familiar restaurant, J17's fate remains unknown. Ingber has, in fact, already begun marketing the premises for sale, paying employees their final wages, packing up equipment and planning to leave.
