Rivka & Celia's Next Generation Reinvents the Iconic Israeli Eatery
Translated & summarized from Calcalist by baba
Amos Apple, son of the late Rivka Apple, is revitalizing the 38-year-old Israeli culinary institution Rivka & Celia with his new Tel Aviv restaurant, Passage. The establishment, known for introducing French patisserie to Israel, now offers classic dishes with a modern twist, excluding its once-signature parsley patties. Despite industry-wide labor shortages, Apple maintains high service standards at his new venture and other locations. He also discussed the brand's image and future expansion plans, including a new factory and store.
The story in 6 lines · by baba
- Amos Apple is launching a new restaurant, Passage, to revitalize the iconic Israeli brand Rivka & Celia.
- Rivka & Celia, founded 38 years ago, pioneered French baking and patisserie in Israel.
- The new Passage restaurant offers classic dishes with a contemporary twist, excluding the famous parsley patties.
- Apple is committed to maintaining high service standards despite industry-wide labor shortages.
- The brand is expanding production with a new factory and store planned.
- A project called 'Yiftach's Flour' is producing flour from a field in the Gaza envelope for charity.
Amos Apple, son of the late Rivka Apple and co-founder of the renowned Israeli establishment Rivka & Celia, is breathing new life into the 38-year-old brand with his latest venture, Passage, located in Tel Aviv's Tzahal neighborhood. Apple, who typically shies away from interviews, felt it was necessary to step into the spotlight for the sake of his business. He took over the reins of Rivka & Celia after his mother's passing in 2018, a decision she had encouraged. Apple, who has been involved in the business for over 30 years, emphasizes maintaining uncompromising quality, a rarity in Israel. Rivka Apple is credited with introducing French baking and patisserie to Israel, bringing refined croissants, tart tatin, and other delicacies that were previously unknown.
The new restaurant, Passage, offers classic dishes with a contemporary twist, such as charcuterie platters with Golan Heights products, tuna tartare in filo dough, stracciatella with pistachio, honey, and chili, and beef meatballs in beef broth with blueberries. The menu notably excludes the famous "kef-tzo-t t'far-sa" (parsley patties), a signature dish Apple has grown tired of serving.
Despite facing challenges, including a severe labor shortage that has impacted the entire industry, Apple maintains high standards. He refuses to let staffing issues excuse poor service, stating, "If I've opened the door, I need to give you proper service from the first minute." He has not yet found a dedicated chef for Passage, with the chain's current chef, Shai Montag, dedicating all his time to the new establishment.
Apple also discussed the brand's perception as a high-end establishment primarily serving affluent clientele in upscale locations like Ramat HaSharon and the Azrieli Center. He acknowledges the locations contribute to this image but insists the brand is accessible to a wider audience, drawing customers from various parts of the country. He is also expanding production, with a new factory and store planned on the Ayalon highway due to the demolition of their South Tel Aviv property.
In a personal note, Apple mentioned the production of "Yiftach's Flour," a project initiated with Gilad Ya'akov, the biological father of his late stepson, Yiftach. They cultivated a wheat field in the Gaza envelope, combining solar panels with agriculture to produce energy and flour. The proceeds from the flour will be donated to a post-traumatic stress disorder project. The flour packaging features a quote from Yiftach: "Easy roads do not lead to special places," a motto Apple lives by.