Posted: 4:43 pm Tuesday, May 20th, 2014

Todd Ginsberg and partners to open Israeli restaurant in Krog St. Market 

By John Kessler

Todd Ginsberg (credit Becky Stein)

Todd Ginsberg (credit Becky Stein)

Get ready for Atlanta’s first contemporary Israeli restaurant. Chef Todd Ginsberg — along with his partners Ben and Jennifer Johnson and Shelley Sweet — plan to open Yalla alongside their previously announced sandwich shop, Fred’s Meat & Bread, in the new Krog Street Market complex. The foursome currently operate The General Muir, a high-end deli that was one of the best received Atlanta newcomers of 2013.

Yalla means “let’s go.”

“It will be right next door to Fred’s,” says Ginsberg, “We’ll have different salads and pickles, kebabs, falalfel, schwarma, and tons of vegetables.” He also plans to serve sabich — a pita sandwich filled with fried eggplant, hard-boiled egg and a pungent sauce called amba that is a bit of a national obsession in Israel.

The burgeoning restaurant group’s head baker, Rob Alexander, will prepare fresh pita and laffa (thinner, larger-in-diameter flatbreads) daily for the sandwiches. Like Fred’s, this restaurant will offer counter service and communal seating shared with other eateries in the complex.

As inspiration, Ginsberg looks to Zahav, chef Michael Solomonov‘s modern Israeli restaurant in Philadelphia, which has garnered great national reviews. He also plans to visit Israel for the first time to research the food. “As a kid, my only experience with Israeli cooking was when I visited my uncle’s house in Florida,” Ginsberg admits.

Documentary filmmaker Roger Sherman, whose is preparing an upcoming PBS series, “The Search for Israeli Cuisine,” has given him a long list of places to visit.

What’s Israeli cuisine? Check out the preview of Sherman’s series below:


What the hell is "falalfel"?


Ate at Zahav in Philly earlier this year and was blown away by modern Israeli cuisine.

Super excited about this concept coming to ATL, especially from the folks who brought us the Gen Muir.


  1. […] second restaurant, as revealed by the Atlanta Journal-Constitution last week, will be an Israeli spot called Yalla. Next door to Fred’s, Yalla will offer […]

  2. […] his The General Muir partners, Shelley Sweet and Jennifer and Ben Johnson, also of West Egg, will open a second Krog Street Market restaurant later this year. Called Yalla, the contemporary Israeli restaurant will sit right next to their first announced […]