We created “Roundtables”.

An event that would see the world's best chefs

Come to Tel Aviv to cook in the city's best restaurants for a whole week

For 3 weeks, from November 1st 2015 to November 21st 2015 some of the world's best chefs flew in to Tel Aviv to take over some of Tel Aviv's hottest and most coveted restaurant kitchens. The hosting restaurants in Tel Aviv included Yafo Tel Aviv, Pastel, Lumina, Herbert Samuel Tel Aviv, and The Blue Rooster.

In the restaurants where the Roundtables took place, the host chef and his guest created new and unique meals based on the restaurant’s current dishes, in collaboration with the culinary cultures of the guest chefs.

Meals were purposely priced cheaply in order to make them affordable to everyone. A meal that included an entree, main course, glass of wine and dessert cost 269 NIS (60$).

Foodies went mad!

- All tickets to the events sold out during presale

- A total of 10,000 meals were booked

- 80% of tickets were bought by American Express Card Members

- We got over 1.600.000$ worth of press & free media

- Restaurants went from their usual midweek occupancy of 40% to 100%

- More alcohol was consumed every evening than on New Year's Eve (the day alcohol consumption is typically at its highest)

- American Express helped small businesses reach their full potential