Closed the Restaurant on Shabbat and Opened Kosher Cafes: "Tired of the Ugly Discourse Between Sectors"

"I am tired of hearing the ugly discourse that has developed between the ultra-Orthodox and Russian communities, and that's what made me get up and do something," says Gennady Muller, owner of the 'Vox Restaurant' that was open until about two months ago at Arches Beach in Ashdod. The restaurant, considered a landmark among non-religious immigrants from the Soviet Union, offered unique dishes and was open until the late hours of the night. It was also open on weekends, including Shabbat, attracting crowds who came to enjoy the beach.

However, about two months ago, Muller decided to make a change and open a network of strictly kosher cafes under the name 'Punch'. "There were various considerations that led me to decide this," he says, "The main thing that drove me was the desire I have always had to adapt myself to all styles and communities. As part of this, I insist on offering sugar-free drinks and gluten-free products in the network I established. I bring a huge variety of food types so that everyone can find what they love, and I also ensure strict kashrut and closing on Shabbat, so the ultra-Orthodox public can come and enjoy as well."

"Tired of the Ugly Discourse"

But there was something else that led to the significant turnaround. "During the election period, I heard a lot of ugly discussions, in which the Russian public defamed the ultra-Orthodox, calling them names I can't even quote. On the other hand, it pained me that there are people in the ultra-Orthodox community who generalize the immigrants from the former Soviet Union, thinking that all of them want to harm them, not understanding that there are also Jews of Russian origin who want peace between the sides and love everyone. I, for example, am not a religious person, but I am a believing Jew, and my common sense tells me that we can find a way to make peace between the sides and ensure that everyone is happy."

In the first stage, Muller opened the first branch of 'Punch' in City Square in Ashdod – a strictly kosher branch. He then added a branch in Gan Ha'ir, also strictly kosher, and finally closed the 'Vox Restaurant' at Arches Beach, opening a third 'Punch' branch in its place, also with high-level kashrut. "I felt it was impossible to run a strictly kosher network while simultaneously managing a restaurant open on Shabbat," he explains.

According to him, it was not easy to make this decision, as the Vox Restaurant was a huge success during its years of operation and was full almost all hours of the day. "I can't say I wasn't afraid when I decided on this move," he admits, "but when I see today all kinds of people coming to me, also new immigrants, those wearing knitted kippot, and those wearing black hats – it makes me happy."

Aren't you afraid of losses?

"No, in my opinion, closing a restaurant on Shabbat does not necessarily lead to losses; you can also profit."

"People Called Me a 'Traitor'"

Gennady doesn't rest for a moment. Recently, he signed a deal with franchisees in Netanya, Ashkelon, and Rehovot, where additional 'Punch' cafes will be established, all also strictly kosher. "We offer very unique products in the cafes," he says, "We have especially tasty coffee and unique pastries that aren't made anywhere else in the country, only with us, like special cheese pastries, dulce de leche nuts, alfajores cookies, filled cream puffs, and more pastries. Our pastries are baked in front of the customer, not sitting and drying for hours. We also have cocktails, ices, and American ice cream in three flavors, including waffle cups specially made by us."

How did people react when they heard you closed the restaurant at Arches Beach?

"To this day, even though about two months have passed, many people call me and want to talk about it, maybe thinking they can convince me to reopen the restaurant. Some tell me outright: 'You made a mistake, the kashrut supervisors will destroy you, and won't let you live.' There were also those who called me 'traitor' and asked: 'How dare you? The whole city knows you and knows you're open on Shabbat. How will we come to visit you?' But on the other hand, there are also many who encourage. Personally, I'm not fazed by any reaction. Over time, I've found that my friends remained my friends, and those who weren't – probably weren't real friends. I know I did what was right; I have satisfaction, and I believe in my way. I'm going my way to the end, and it's clear to me that in the end, all the talk will be forgotten, and what will remain is the good taste."