Borekas Founder Uzi Wizman on Creating a Food Business from Social Media

Uzi Wizman's culinary journey began as a 16-year-old dishwasher. Years later, after opening PSY Kitchen in the heart of the Sherman Oaks Shopping Center in Los Angeles, his passion for growth and innovation led to him founding Borekas (pronounced Borekas) Sephardic Pastries.

Watch this interview to learn about growing a brand from an Instagram Story, not rushing to expand, and sharing culture with the world. #bourekas #businessowner #podcast

@uzi_wizman @calibbqmedia @toasttab @bo.re.kas @psykitchen

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Chapters:
[2:08] - Uzi Wizman 2-minute Drill
[5:07] - Starting a Business from Instagram Story
[14:20] - Building a Strong Team
[21:44] - Advice for Food Entrepreneurs
[30:50] - The Power of Social Media

Uzi Wizman is a Restaurant Influencer -

After 6 years operating the popular PSY Street Kitchen in the Sherman Oaks neighborhood of Los Angeles, Uzi Wizman and his wife Gal Ben Goya wanted to expand. But instead of opening another kitchen across town, the food entrepreneurs thought outside the box by opening a pastry operation inside the same shopping center as PSY.

Thus, the concept of Borekas (@bo.re.kas) was born — a 700-square-foot venture, marked by a humble window, offering the delectable pastry bourekas.

“And I'm like, okay, we are in the middle of Sherman Oaks Shopping Center. What can we sell out of the window?” recounts Uzi Wizman to Restaurant Influencers podcast host Shawn Walchef of Cali BBQ Media (https://calibbq.media).

“And we're talking about 700 square feet, right? Okay, let's make bourekas. So we just made the sign of Borekas. Opened a new company. Just make it very easy, fast. Nothing too complicated.”

Wizman’s vision is focused on creating something truly unique, personal, and of unparalleled quality. Eschewing the pressure of rapid expansion and avoiding partnerships for financial support, they aspire to develop a curated chain of around 40 locations in the next five to six years, while delivering the highest quality of food.

“I don't want to be in a rush,” says Wizman. “If I have, in five, six years from now, 40 locations, I'm happy. I don't need more than that. And the most important is to keep it at this quality.”

For Uzi Wizman, success is not just about numbers; it's about seeing people from diverse backgrounds lining up for his Borekas. The delight of discovering articles in Chinese newspapers extolling the virtues of his pastries. And witnessing customers from all over the world enjoying Turkish coffee and savoring the flavors of his bourekas. That’s what drives him.

Each encounter with a newcomer, like the Japanese customers turned friends, who have embraced this delightful culinary tradition, strengthens his resolve to stay true to his vision and deliver an unforgettable experience with each bite of Borekas Sephardic Pastries.

Episode Links:
Uzi Wizman Instagram: https://www.instagram.com/uzi_wizman/
Borekas Instagram: https://www.instagram.com/bo.re.kas/
PSY Kitchen Instagram: https://www.instagram.com/psystreetkitchen/

ABOUT UZI WIZMAN (@uzi_wizman):
Uzi Wizman is an Israeli native that has found his lane in the LA food scene. Beginning as owner of PSY Street Kitchen, the modern Israeli restaurant that pays homage to the kosher food from his upbringing, Wizman’s popularity grew with his introduction of Borekas, sharing yet another Israeli delicacy with customers. Wizman is as conscious of his company’s growth as he is about his diet, and is meticulous about the direction. That perfectionist approach helps Wizman’s businesses remain on the uptick.

ABOUT RESTAURANT INFLUENCERS:
Restaurant Influencers is a weekly video podcast series presented by Entrepreneur Media and Cali BBQ Media. Every week host and restaurant owner Shawn Walchef (@shawnpwalchef) talks with business leaders like Rob Dyrdek, Stratis Morfogen, Chris Comparato, Meredith Sandland, and more, about their secrets to Smartphone Storytelling, marketing, branding, and how to show up where customers are engaging online.

Published by Entrepreneur Media - https://entreprenuer.com
Produced by Cali BBQ Media - https://content.calibbq.media

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