Haifa Coffee King Opens Tel Aviv Cafe, Challenges Sour Brew Trend

Tal Friedman, known as "Talek" and a prominent coffee shop owner in Haifa, has opened a new cafe in Tel Aviv's Dizengoff and Basel intersection, aiming to offer a different coffee experience.

Friedman, who operates three successful cafes in Haifa and a coffee roastery, is bringing his distinct approach to the Tel Aviv scene. He believes cafes have a social role beyond just serving coffee and catering to Instagram trends. His new venture, in partnership with pastry chef Nofar Tzur and her partner Ofer Epstein, seeks to provide a neighborhood cafe atmosphere reminiscent of the past.

Friedman explicitly states he is not aiming for "specialty coffee" in the current Tel Aviv trend, which he describes as often sour and paired with monochromatic Nordic design. He prefers a less sour, richer coffee that aligns with local tastes, contrasting it with what he perceives as a homogenized global coffee culture. "Levantineness or what the local palate likes is not what they like in New York or Paris," he explained.

Nofar Tzur is introducing a low-carbohydrate menu, inspired by her ketogenic diet, featuring items like "grids" made from almond flour and other ingredients, served with various toppings. The cafe also offers baked goods from Jerusalem's Taller bakery, Russian syrniki and blintzes, and a deli counter with cheeses and cold cuts.

Friedman, who transitioned from teaching to the coffee business in 2019, emphasizes the core value of his brand as fostering connection and conversation, aiming to restore cafes to their original function as social hubs. While he will remain primarily based in Haifa, Tzur will manage the new Tel Aviv location.