Named for a street in Tel Aviv, Dizengoff opened in Philly first. The thinking must have been if we can convert this land of casual cheesesteaks to our hummus-eating ways, nothing can stop us. It didn’t take long. And now after a brief but very successful stint winning Philly converts to pita, salad, shakshouka, olive oil and chickpeas, Dizengoff has decided it can make it anywhere — as the song goes. It’s scheduled to open in New York’s Chelsea Market early this year, sure to tantalize producers at the neighboring Food Network, for starters. One thing these foodies won’t be is surprised.
That’s because Michael Solomonov — master chef of Philadelphia’s Zahav restaurant and James Beard Award winner — is behind Dizengoff, with his business partner Steve Cook. Hummus from the grocery store has won the American palate already, making itself as ubiquitous as chicken wings at football parties while also dressing up well for more high-end outings. And Dizengoff is to grocery store hummus as Mozart is to Muzak. Dizengoff may be the next Shake Shack — a simple concept with legs that could take it everywhere fast.