Shalom Yehudiel is an American/ Israeli chef and restauranteur. He is the first ever kosher contestant on the Food Networks’ popular show “Chopped” that was able to cook with kosher ingredients use kosher equipment during his episode. He opened his first restaurant called “The Humble Toast “ in October 2018. The Humble Toast is a modern delicatessen and burger bistro where Yehudiel and his team cure and smoke their own pastrami and corned beef as well as grind their own burger blend, fresh daily.
Yehudiel’s second concept is was established in May of 2020 called “ The Humble Truck” a vintage food truck that offers some of the most popular items sold at The Humble Toast cooked fresh all over the Tri- state area. Yehudiel used The Humble Truck to provide free meals to those in need during the beginning of the Corona virus pandemic.
In January of 2021 Yehudiel opened his third concept named after his Daughter “ La Cucina Di Nava” an Italian focused concept that features authentic Italian dishes such as home made gnocchi, branzino putanesca and some of the best pizza in NJ. Yehudiel is slated to open another concept early 2022 in Miami Beach, Florida. It will be a high end sandwich shop, butcher shop also provide gourmet catering options.
How did you get started in this business?
I started out cooking burgers on the upper west side of Manhattan when I was 14 and later decided to go to culinary school in my mid twenties. I started working while in culinary school as a prep cook and started working my way up in the industry.
How do you make money?
By running a tight ship, being a strong leader and setting high standards.
How long did it take for you to become profitable?
Since day 1
When you were starting out, was there ever a time you doubted it would work? If so, how did you handle that?
I love everything about the restaurant business, the food, the ambience, the service and most importantly the people. My love for people and making people happy though food and service is what inspired me to get into the Buisness.
How did you get your first customer?
Social media was a big part of helping get our name out there before we opened. The night we opened, we had a line out the door, thank god.
What is one marketing strategy (other than referrals) that you’re using that works really well to generate new business?
It’s all about word of mouth. People have great experiences and then they tell their friends about it.
What is the toughest decision you’ve had to make in the last few months?
I’ve had to step back from the businesses for the past few months because of all the negative press and false allegations made against me from people trying to extort me for financial gain. It has been very hard to be away from my businesses for this long but thankfully I have a very strong team that has stepped up in my absence.
What do you think it is that makes you successful?
Hard work, passion, dedication, leadership, great food, great service and the continued Drive to provide our guests with a memorable guest experience.
What has been your most satisfying moment in business?
Employing my staff for this long and building a family with them. Also them being able to grow personally and professionally with the company all while having a great time.
What does the future hold for your business? What are you most excited about?
I am most excited about the expansion of the company to new states and new locations as well as the continued growth and success of my team.
What business books have inspired you?
Power, soul of a chef, kitchen confidential,
What advice would you give to your younger self?
Always stay humble.
Are you willing to be a mentor? If so, how should someone contact you?
Not at this time.