Be Careful What You Wish For

This is story with a beginning, a middle, and at the moment no ending. I’m kinda hoping you will supply that ending for me.

So, we began Etzlenu, Soul Food Tel Aviv with a fairly simply premise or concept: really top-quality, restaurant-quality gourmet comfort soul food without the restaurant. We deliver. You can come pick up your order and have a picnic along the Mediterranean. Or we can come to your home and cook for you. And it has been successful, thanks to you and many like you.

Here’s the rub: Even though we say our food is for delivery or pick-up, even though we say on our website that you need to place your order a day in advance, we still have people calling us on a daily basis to make a reservation. Which is very endearing. Only we are not a restaurant. At least not in the traditional way that has been defined. We provide the food. You supply the ambience. That’s the schtick. My open question to this community is what’s the best way to present this concept? And if you are a Hebrew-speaker, a catchy phrase in Hebrew is of course welcome.