In true Tel Aviv style, my best friend and I met over brunch on Friday morning
at 10 Idelson on Dizengoff to catch up over some iced coffee. Of course, there
was a brief wait as with all popular cafés in the heart of the city, but the
maître d’ was very attentive, even bringing us some water to ease the wait, a
gesture I have learned not to expect.
My friend and I sat outside in an
intimate but lively space and ordered our coffee while quietly taking in the
very hip, very typical Tel Aviv atmosphere. I recall my father telling me that
when I move to Tel Aviv, I must not spend all my time sipping coffee in
Dizengoff Square. This image is the epitome of Idelson 10.
the waiter’s recommendation and his rather acute observation that perhaps two
breakfasts (NIS 51) would be too much for us, we took one Provençal breakfast,
as well as a spinach and cream brioche with egg yolks (NIS 46). The
coffee came as part of the deal.
As we waited for our meal, the waiter
proceeded to bring us a basket of delicious fresh bread and
In the midst of the low buzz of lunching friends and families
at the highly polished white tables, our food appeared, adding a burst of color
The Provençal breakfast reminded me of a classic English
breakfast with a decadent twist, and a side of Israeli salad. The sausages and
salami were rich and delicious, accompanied by the staple dips of olives,
cheeses and tuna. The brioche was tasty, though a little on the heavy
side, stuffed with spinach cream and streaming golden egg yolk.
couldn’t quite finish the breakfast. But even so, the waiter insisted (he didn’t
have to try very hard) that we try the specialty baked goods that Idelson is
famous for. The sumptuous selection of petit fours did not disappoint.
regular coffee drinkers and café goers, 10 Idelson fitted the bill perfectly,
and its prime location allowed for a leisurely browsing of the local antique
market and artists’ stalls on the way home.
The writer was a guest of the
10 Idelson Restaurant
117 Dizengoff Street, Tel
Tel: (03) 529-9295
Sunday to Saturday 7.30 a.m. until midnight