Area Business Attracts Customers By Being Only One Not To Invoke Gaza War In Promotions

The war has otherwise hurt tourism and local business traffic.

Jerusalem, November 28 – A local establishment has gained favor and revenue in recent weeks simply by refraining from participation in the bandwagon of those who feel compelled to place their offers and advertising in the context of the already-omnipresent military operations in the Gaza Strip, a representative of the establishment disclosed today.

Alfredo, an Italian restaurant with two locations in the capital city’s downtown area, has become the only business in the downtown area, and possibly in this city of 900,000, not to insert itself into the stories of the day. According to Alfredo spokeswoman Shani Etkes, every single other establishment has resorted to one or more of the following: posters, notices regarding the business’s contribution to efforts on behalf of soldiers, evacuees, families of serving reservists, and survivors of the October 7 massacre. Her establishment, however, realizes that customers do not need to have every moment of every day consumed by the war.

“Sometimes folks just want lunch or dinner,” she explained. “Of course we support our military’s efforts to restore deterrence, to return the hostages, and to eliminate Hamas as a threat. We also support our customers’ efforts to enjoy a few minutes’ eating in peace without the stress of the conflict and its ramifications constantly occupying their thoughts.”

Consumers have evidently responded to this marketing approach, and have patronized Alfredo’s in numbers that will keep the business afloat even as others in the area struggle to attract enough customers to stay in the black. The war has hurt tourism and local business traffic.

Conversations with customers confirmed Ms. Etkes’s assertions. “I’m being bombarded with the war as it is,” acknowledged lunchtime patron Aharon Cohen, who works in nearby police headquarters. “When I go grab a bite to eat, I don’t need the place selling me the food to shove the war in my face. I get that from the news, social media, billboards, signs on every lamppost, and posters everywhere I look. Alfredo is the only place my brain can get like a minute’s respite from the stress.”

“My inbox alone is full of ‘We’re with you in this difficult time’ and ‘Here’s how [insert name of for-profit-enterprise] is supporting the war effort’ e-mails,” lamented dinner patron Pazit Algarbeli. “God forbid I forget your business exists for like eighteen seconds. It reached a point, maybe two days into the war, that I resolved to unsubscribe from all offers and mailings that talk about Operation Swords of Steel. My Gmail now has a filter that automatically puts in the spam folder anything with the words hostages, Golani, tanks, artillery, rockets, Hamas, or Iran.”

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