Business Moves in a Polarized Climate
Michal Epstein, a former professional basketball player turned restaurateur, recently faced an unexpected public backlash after certifying her pastry kitchen as kosher. Epstein, who owns the Eats chain and the Schmearz bagel restaurant, made the shift to capture corporate catering contracts that previously remained out of reach. The kitchen produces dairy goods, meaning the transition required no significant structural or operational overhaul. For the business, the decision was a practical step toward growth and accessibility in a competitive market.
Despite the logic behind the move, the announcement triggered accusations of religious surrender from some corners of the public. Epstein reports that her social media channels saw immediate, vitriolic reactions, including calls for boycotts and accusations of political betrayal. She notes that in Israel, the label kosher has evolved beyond religious dietary standards into a polarizing political marker. Consumers often equate the act of keeping kosher with support for specific political agendas, while rejecting it is cast as a sign of opposition. Epstein remains firm, noting that her main locations operate on Saturdays and that her decision was not an attempt to force religious compliance on her patrons.
The Intersection of Food and Identity
Epstein views her food as a bridge rather than a partisan tool. At her existing locations, she sees a cross-section of the population, ranging from secular Tel Aviv residents to observant individuals in knitted kippahs. She aims to act as a sane voice in an environment where discourse often descends into hostility. Her business partner, Adva, supports this vision, and together they manage the dual pressures of scaling their brand while navigating a volatile economic climate. She insists that her primary motivation is to create spaces where different segments of the population can exist alongside one another.
This commitment to inclusivity persists despite the harsh realities of the restaurant industry. Epstein acknowledges that the current climate makes it difficult to maintain stability. The combination of COVID-19, regional protests, and ongoing military operations has strained the financial health of local businesses. She now treats the question of impending conflict as a standard variable in her business planning, routinely including force majeure clauses in her contracts. She describes the current state of the industry as a persistent challenge that demands both patience and adaptability.
Lessons from the Courtroom and the Kitchen
Before finding her footing in the culinary world, Epstein spent 18 years as a professional athlete. She credits her success in the kitchen to the discipline and resilience she gained on the basketball court. She initially operated her restaurants with the same intensity she brought to professional sports, treating the kitchen staff like a team and focusing heavily on performance and winning. This transition allowed her to pivot from a career defined by physical exertion to one defined by creative output. She views her current life as an opportunity to address earlier gaps in her development, specifically regarding emotional and mental well-being.
Her path was not without trauma. During a stint in the United States as a college athlete, she endured severe psychological abuse from a coach. She describes this period as a time of profound isolation and humiliation, which left lasting scars on her psyche. This experience led to years of struggle with post-traumatic stress, which she kept hidden for a long time. Facing these challenges forced her to develop a new level of self-awareness. She now advocates for the importance of addressing the mind as much as the body, a lesson she carries into her role as a leader in the culinary sector.
Looking Toward the Future
Epstein rejects the notion that a woman must choose between a demanding career and motherhood. She opened her first restaurant while raising a young child and has since expanded her business footprint while juggling two more children. She acknowledges that the balance is difficult to maintain but considers it a personal priority that she refuses to compromise. She remains optimistic about the future of her brand, with plans to expand the presence of her concepts outside of Tel Aviv.
As she navigates the next stages of her career, Epstein continues to push for better representation in the food industry. She notes the persistent lack of female judges on major culinary reality programs, suggesting that the industry remains hesitant to elevate women to visible, senior-level platforms. Regardless of these systemic hurdles, she focuses on her day-to-day work, feeding people and refining her craft. Her goal is to ensure that her establishments remain places of connection, proving that even in a climate of intense division, a business can maintain its independence and purpose.