The Story
From One Counter To A Collective
2014. The Carmel Market, Tel Aviv. One counter, one flat-top, and a line that wrapped around the stalls by noon. No brand strategy, just food worth queuing for.
The market did what markets do: it gave the chef a name. Idan “Panda” Feinberg didn’t pick it; the vendors did. When the time came to grow, the chef returned the favor and named the group after the market’s nickname.
What started as one pita counter became a method: find a world people love, build it a strong identity, run it with operational discipline, and let the community make it theirs. Dining first. Then nightlife. Then events, wellness, and spaces.
Today, the ecosystem counts 11 brands, from street food and dumplings to bars, studios, and a production house that builds over 200 events a year. Each brand keeps its own voice. The group keeps the engine running.
The next chapter is bigger than one city. Same energy, new markets. and the same rule that started it all: build places people don’t just visit, they become part of.
