A Surprising Boycott Brings Unexpected Success

The news of an unexpected boycott initiated by several secular groups against his new restaurant caught Morris Haziza by surprise. As the owner of the recently opened kosher 'Agadir' outlet at Cinema City in Jerusalem, Haziza reveals, "I still don't understand their demands. We simply don't want to operate on Shabbat for very valid reasons," he explains in an interview.

Secular Forum: "Avoid Businesses Observing Shabbat"

The sharp statements from these secular organizations, widely reported by 'Kol Ha'Ir', owned by the Schocken group along with 'Haaretz,' were condemned and even seemed hard to believe. Yeki Hertz from 'Secular Majority – Live and Let Live' declared, "We urge the secular public to avoid dining at 'Agadir' outlets and to favor places willing to operate on Shabbat in Jerusalem. 'Agadir's' concession to a small community in Israel is shameful and shows submission to extreme voices, versus the secular public’s right to eat on Shabbat."

Dr. Ram Froman, chair of the 'Secular Forum,' added, "It's crucial for secular citizens nationwide to boycott the entire chain. If we, as secular people, don't stand firm, while religious communities do, then restaurants will reassess and might not operate on Shabbat in Jerusalem."

Yedidia Meir, in his daily radio show on 'Kol Chai,' criticized the 'secular' boycott against the kosher 'Agadir' branch in Jerusalem:

"Why Boycott Someone Upholding Their Faith?"

In response, Haziza and his many supporters in Jerusalem and across Israel recount the story with a smile: "It's always been my priority to offer the best to those adhering to Halacha and who cherish Jewish traditions. After learning about 'Agadir's' first kosher branch in Bnei Brak known for its food quality, I wanted to bring it to Jerusalem.

"From the very start, we aimed high in terms of kashrut and adherence to Halacha, as well as food quality and service. We hold the strict 'Mehadrin Chassid Mahfoud' certification, which was not easy to obtain. Supervisors required an external entrance for access without passing through Cinema City, which we provided. Notably, the Cinema City complex houses only kosher restaurants and is closed on Shabbat.

"Recently, a smear and boycott campaign began from some secular groups. I don’t believe they truly represent many people, but they make a lot of noise. Accusations like 'You have no right to exist,' 'We won’t let you stay closed on Shabbat,' and threats to boycott 'Agadir' due to our branch circulated. Ultimately, we turned this challenge into success. Not only did the boycott fail, I haven't seen a single secular person abstain from dining, and many secular diners still choose us. It actually backfired, bringing more patrons.

(Photo: Eitan Vaksman)

"In those early days after the secular boycott announcement, rabbis joined us—some visiting briefly from abroad to show support. We welcomed people of all backgrounds: Lithuanian, Hassidic, Sephardic, knit kipa wearers, and secular individuals wanting to enjoy the excellent atmosphere and quality food.

"Why boycott someone maintaining their beliefs? Upholding traditions that have lasted millennia? For me, the Torah is paramount. By the way, we'll soon host brit milahs, bar mitzvahs, along with other sacred events at special prices for religious families. Overall, I want to say that we welcome everyone. Our restaurant is filled with love and my goal is for the Agadir Jerusalem branch to be a place for all. I've always taught my children free love, and seeing all walks of life in the restaurant is incredibly moving. We are all one people.

"As for the secular groups calling for a boycott," Haziza concludes, "I want to thank Hashem for everything and state that this only strengthens us. As it's said: 'The more they oppress, the more we thrive.' How fortunate we are to be challenged over matters of Torah."

Agadir co-owner Eitan Trablos commented: "Everyone deserves to enjoy Agadir."