Shalom Life | March 23, 2015

3 Israelis Bring Their Shuka Truck to New York

The Shuka Team gambles on bringing shakshuka, an ‘eggcellent’ Israeli street food, to New York

By: Abigail Klein Leichman

Published: March 19th, 2015 in Business » World

Photo: The Shuka Team in Times Square, from left: Solomon Taraboulsi, Gabriel Israel and Josh Sharon

Credit: ISRAEL21c


Three Israeli friends fresh out of the army go to New York to build a nest egg. Then they sink their hard-earned cash into actual eggs, outfitting a 2003 Ford food truck to purvey four varieties of shakshuka (also spelled “shakshouka”), the tomatoey poached-egg dish that Israelis love for breakfast and all day long.

They rolled out the Shuka Truck during one of the coldest-ever New York winters.

Are they cracked?

Not at all, explains Solomon Taraboulsi, the trio’s business strategist. He and his partners, Josh Sharon and Gabriel Israel, figure that starting with a trickle of customers during the frigid winter months will prepare them to handle hordes when the weather warms up.

“It’s our first business and we need to be ready for the spring and summer, so this is our learning period,” saysTaraboulsi, 24.

Food trucks are nothing new in the Big Apple, but shakshuka-on-the-go is a novel concept and therefore risky.

Customers can watch their meal being prepared inside the truck.

Customers can watch their meal being prepared inside the truck

“Everybody knows the food industry is one of the toughest, and as a new business it would have been easier to come with a food truck that sells familiar food because Americans like to get what they know,” Taraboulsi tells ISRAEL21c. “We came with something entirely new; most people don’t know what it is.”

Well, they do now. Since December 1, the bright yellow Shuka Truck has been parking in six different locations announced daily via social media, tempting lunchtime diners with upbeat music and exotic cuisine. The Shuka Team, as the childhood friends are dubbed, has gotten a lot of play in the press.

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Via ISRAEL21c

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