Two or three hours after the Brasserie opened one evening at the end of December 2002, a woman standing in the crowded room, wineglass in hand, said: “I can’t imagine what this city looked like yesterday. It seems as if this place has always been here.”
We can’t really remember what it was like the night before our opening either, maybe because within 15 minutes after our doors opened the waiters had to demonstrate acrobatic skills to get food on the tables for the hundreds of people crowded into the space. But almost 20 years later, the Brasserie is a reflection of our beloved Tel Aviv, on the central square of which it is located: vibrant, lively and joyful, sometimes taking itself terribly seriously, other times lightly, sometimes hosting guests who seem to be in the middle of a formal event, other times as if they are just having a snack on the way from one place to another.
The brasserie is a French institution. Its purpose is to satisfy the needs of passersby as well as those who come intentionally: a festive hours-long meal or a sandwich eaten standing up, a glass of wine or cocktail with oysters on a pile of ice, or a cup of coffee with a croissant or Croque Madame.
Alongside the classical French menu, the French onion soup and Niçoise salad, steak au poivre (steak with peppercorn, brandy and cream sauce) or country pâté, our kitchen staff do not rest for a moment. Every day they produce a series of unique dishes, applying their imaginations to the always-fresh local produce: tuna ceviche, served with potato fricassee, lemon confit, capers and pickled shallots, or Ricotta and leek ravioli in Barigoule sauce.
Every Friday and Saturday we offer a leisurely brunch. All the bread and rolls, brioche and muffins we serve are baked on the premises the same morning. Overflowing champagne glasses with mimosas or high glasses of Bloody Mary or grapefruit ouzo flow from the bar to the tables, while the coffee machine never stops working. Children, faces streaked with smiles and chocolate croissants, run around the tables while their parents luxuriate over alluring plates of Eggs Benedict or Creole shakshuka.
And for those who choose to spend the evening in when it’s cold and rainy outside, or the finale of “Idol” is on and you can’t unglue yourself from the screen, our delivery service brings you the Brasserie to the table. Our hamburger with endive salad and Roquefort cheese, nuts and caramelized pears has reached all corners of the city.
They say the Brasserie is a local institution. We don’t know. What we do know is that every morning, noon, and night, and on the weekends, when we are open from Thursday morning until the end of Saturday night, at all hours of the day and night, our dedicated waiters, cooks and servers are busy attending to our guests; receiving truckloads of fresh produce and other products delivered to our door; bringing fresh baked goods straight from oven to table; putting a menu in the hands of every guest who enters and takes a seat, making sure they enjoy every minute they spend with us and relish every taste they put in their mouth.
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The Brasserie is open nonstop from Thursday morning till 1 A.M. on Sunday, and until 1 AM other nights of the week. It is the second restaurant in the R2M hospitality group, after the Coffee Bar that opened in 1994. Over the years it was also joined by the Hotel Montefiore on Rothschild 12 (which became Herzl 16 in 2018), the Bakery, and the Delicatessen, in different locations in the city, and Disco Tokyo.