Smash House CEO Reveals the Secret Behind the Burgers 🍔

Welcome to another episode of Positivity. I'm super excited to invite on uh Benji from Smash House Burger. He owns nine locations and I just found out about this. You started literally 3 years ago in 2022. >> Almost three years >> and he built this entire empire which to me I have tremendous respect for that. Um and I want to hear what you did before and how you got into this but that's very very exciting. Um, shout out to the sponsor of this episode, uh, PZY Deals. Everybody heard the name. They started this over 10 years ago. They were the first ones to take Amazon deals and then show it to people. >> I'm on their WhatsApp chat. >> Oh, you are? Okay, cool. So, they have a WhatsApp test now. They also found the app and the app basically not only it gives you all the good deals but you can also when you want to buy a specific product you can save that to your cart and they tell you when there's a special deal on it or if you want to shop in any store. Yeah. >> Or you can shop in any at any store let's say you want to go to Walmart, Target, Adidas, whatever and they give you the ready coupons that that store is running on that um on that uh item or product. And so that's that's very very cool that they have that. So, I'm going to leave the link to their uh WhatsApp in the description and the link to download the app in the description. Guys, do me a favor. Download the app and sign up to their WhatsApp status. Now, if you sign up to the WhatsApp status, message the admin and tell them that you came from our podcast and you will go into a raffle to win a $100 Amazon gift card to buy whatever you want. So, PZ Deals is great. They have the best deals on every day-to-day item from shoes to sneakers to uh you know watches, belts, everything that you can house home items, you know, more everything that you can only imagine PZ Deals has. Um, thank you PZ Deals for sponsoring this episode. Um, so back to you Benji. So let's get right into it. Um, how what was the idea? First of all, what does Smash House mean? Let's start over there because I'm very curious. Smash House means um so we smash house means a place that you're coming to that sells you happiness. >> Okay. >> Um and we sell happiness in the form of food. Now what what we try to do is be a little different than any other regular restaurant. >> Okay? >> You know they just come in and eat and have a nice day. And we try to make it more gushmak more giveaways you know golden tickets. We have scratch cards. You know, we do we we do it all and we focus it on the children to make it a nice gishmach and and and the kids love it and the people love it, >> right? Okay. I love how you just simplified like two or three things. The like the food, the happiness of food, the golden tickets, and targeting kids. These are three huge huge things that are that are marketing that's marketing genius. So, let's break it down. Sure. When you say food is happiness, how did you create a brand that is so colorful? As you were saying this, I'm I'm looking at the walls. And we're going to take some B-roll, by the way. Mah B-roll. And so food is happiness. You made it very fun. Your logo is like a light pink and a blue. You don't, you know, you feel like you're on vacation or something. It's such a good vibe and energy. That's genius number one. Golden tickets. That's genius number two. Targeting kids, that's genius number three. because majority of our population is kids and they will grow up and be adults in a few years from now. Correct. So, yeah, tell me about these things. >> Um, so let's start with the the colors. So, this wasn't my original logo. >> Okay. >> Our logo was like a a a black and gold logo. Um, and then one of the people who helped me start this, his name is Yity, calls me up one day. He's like, "Hey, man. Um, I think our logo is a little bit dry. um look at like look at this competitor, look what he's doing. And I said, you know what, maybe he's right. And then I realized that in Israel I have my uh graphic designer that I grew up grew up with. I'm friends with him since in my teens. >> Okay. >> Um and I said, "Hey, let me reach out to him." And I reached out to him and um this is what he came up with. >> Uhhuh. So he made it more colorful. >> Because we started in Miami, right? Sorry. Because we started in Miami. >> So I wanted to give it the Miami retro vibe. Yeah. >> All right. Like it's it's not like dark or like every other restaurant. It's like you're coming in here and it's happiness, man. It's it's loud. It's >> it's colorful. Everything is colorful. See, we hang up the kids pictures on the walls. You know, kids come, they draw. We hang it up on our walls. >> Oh, wow. >> You understand? >> Yeah. >> And the kids, you know, the kids feel special. They come and they hang it up on their wall, >> right? Okay. Now, what's a golden ticket? Cuz I love that. I follow you on Instagram. You have a huge following and a great social media team, by the way. And I and I know that cuz I myself do social media so I can see a great team. Um and I see that you make it very very fun and you have games and you have certain days over here where everything is lined up and kids coming and whatever. So and I think that that's just genius. You're making it so fun. Every kid wants to come to Smash House. >> So look the golden ticket is so our kids meals always comes with a juice box and two projects. Now people like oh yeah you know this is so it's it's simple. it. We invest a lot of money in marketing. >> Okay. >> Okay. So, we invest a lot of money in marketing. And before I get to the golden ticket, I'll take it a step back. Um when I had my first location in Miami, um I was going through a lot of marketing people till I found Sam. Um he's one of my one who really started with us from when we were one. And I sat in his office. He's like, "Benji, look man, I don't know the kosher world yet, but let me just ask you one thing. Why am I coming to you to get a burger? Why are you different than everybody else? >> Yes. >> I'm like, all right, man. Challenge accepted. And I said, what am I going to do? We're going to focus on the kids. And now what we do is is basically we we the golden ticket is basically making the kid tell the parents, "Hey man, we want you to go to Smash to get us that golden ticket." Now, the golden ticket for the boy gives him a sports card, you know, and once he gives him a Rebby card or a sports card they can choose, and the girls get a Sephora product, >> you understand? Yeah. So, it's it's for kids and girls of certain age, boys and girls of certain age. Um, and I'm telling you, man, I've had like the wealthiest of people in the five towns private message me, dude, you got to get me a golden ticket for my kid, man. A >> Yeah, it it's and and it it took off and it's doing really well for us. >> So, maybe you should have like like Trump has the gold card for uh 10 million or something. Five. You should have that. It's like, "Hey, rich guy, you know, I know you want a golden ticket for your daughter. It's $500. I don't know. >> But now, but now we're going to have the platinum ticket. Um >> Okay. How does that work? >> That that's already a lot more rare. And that when the kid gets that, he comes and he gets a $100 gift card to any any where he chooses like the PlayStation store. Yeah. >> The golden ticket is what is it in a random bag every night or something? >> Yeah. Yeah. We we we decide how many what order to put it in, what order to not put it in. >> How do you decide? >> Is it a rigged system or >> No. >> No, man. How do we know it's not? It's so so we take we take a stack >> exposing the gold card method. That's a that's a >> No, because it's it only goes into kids meals. >> Uhhuh. Okay. >> Only goes into kids meals. >> Okay. So it happens at random. >> Wow. >> Happens on random. We give them out every single day. Some days more, some days less. Depends on busy year. >> Yeah. You ever saw the movie The Dictator where they he spills some cereal and his uh the guy got the prize from the cereal? >> Sasha broke one. Yeah. And he just kills them because he took the prize of the cereal. So, people do have an obsession. They say a multi-millionaire will just uh will stop on the street to pick up a $20 bill, >> right? >> Because there's something to it. Everybody wants to feel um um lucky. >> Um okay. So, this whole business started in 2022. That to me was the shock because it feels like it's been around forever and it's so established. Uh nine locations and counting. How? So, why why burgers? Why why the food industry for you at least? >> Um, I started in the diamond business actually in the diamond jewelry business and it wasn't for me. It was a lot of [ __ ] going on. I'm like this is not for me. So, I I decided to step away from it. >> Okay. >> And um uneducated, didn't finish high school. And my brother, my twin is like, "Yo, my friend wants to open up a pizzeria on the five towns. Why don't you go learn like the restaurant business?" I said, "Okay, sure." And I went to learn it. >> Yeah. >> Um, and I've been doing restaurants ever since. I'm talking about 2012. >> Oh, you started food industry 2012. Yeah. >> So, what happened in 2022 that you decided burgers. >> Oh, cuz I I went through the thing. So, I had a pizzeria, then I had three restaurants in Israel because I lived there for a while. >> And then, um, I came back here, had a Lee Cafe in Queens. >> Yes. had Bravo Pizza in Queens. Um, try to start this restaurant. Okay. So, my dream was when I started the restaurant business e I want to have either the hottest kosher restaurant in New York City or the biggest kosher brand on this planet. Either or like the biggest kosher franchise. >> Okay. >> And when I bought Bravo, Bravo had never had a restaurant and I tried to do this this restaurant called Pure 26, like high-end dairy. Um, and I realized right then and then, you know, that the chef controls you basically. You know, the chef controls >> everything. You don't I don't really know how to cook, you know. I just know how to do numbers and um and apparently marketing, too. >> Yeah. >> I didn't even I didn't know marketing ever. I didn't believe I would know marketing. >> Yeah. >> Um and I said, "You know what? This fancy restaurant, stuff like that, this is not for me. It's too much work." >> And um I'm I'm relying too much on my employees and I don't like that. >> Yeah. >> So, I shut that down. Then I had Bravo in Miami and that was failing on me and it wasn't making money at all. And then I and then I was eating in Shake Shack and we were sitting in Shake Shack and I'm sitting there. I'm like, man, why can't we have kosher food like this? >> Yeah. >> You know, it literally mind-b blown. I'm like, dude, it's so easy, so simple. I said, you know what? Instead of me closing Bravo and doing nothing, let me let me try a smash burger joint. And that's where I got my inspiration from. You understand? I started there. >> So, you started at one location in Miami. >> In Miami, we started it. Yeah. We shut down Braavos. Uh we started Smash just deliveries. It was in the beginning, right? >> Mhm. >> And then I I told um Yity that if this is going to work, then it's going to pay itself. I'm not investing money in it. >> So Smash House works, it's going to make it it's going to it's going to pay itself out. >> Yeah. Okay. So let me ask you, why did Braavos not work out? I mean, it's a famous name. Everybody knows about it. In your opinion, why why is just that is the model not profitable? Were there not enough people? Were there too many restaurants? >> Um why wasn't Bravo? >> Yeah. >> Oh, because I I I wasn't I wasn't in it. >> Mhm. >> I I was just there. I I I didn't really care for like my it's my baby. You understand? Right. >> I was just there. >> Is a I said I'm going to go to Miami. I'm I'm moving there from COVID blah blah blah. I thought I was like everybody else. >> Yeah. Is a pizza shop profitable? Generally speaking, can it easily be profitable or is it's capped out at I don't know a million? >> Well, pizza shop could be profitable, but it's it's a headache, man. >> Why? >> I had Bravo Queens, too. Listen, it it did great money for me, but it's a headache cuz you're dealing with pizza guys, dealing with this, dealing with that. Pizza guys didn't show up. You're dead, >> right? >> By me. My B doesn't show up. All right, man. Hit it up. >> Oh, okay. >> You're not really doing anything special, >> right? Are you personally also like a chef? >> No. But you're a businessman, so you know how to hire the best chef. >> Not a businessman. I'm I think I'm a I'm a I'm a kind of a street kid. I I kind of try to figure it out. And you know, I'm a pen and paper type of guy. I really don't use computers. Um I'm an old school type of guy, notebooks. Um I write what comes in, what comes out of my notebook. Don't really use Excel. >> Your finances, like the money part of the business. Tadic. Tadic, do you mind getting me a selzer? Sorry. Offer him anything. Um, you can cut that, right? >> Yeah. Or we can leave it in like I >> Yeah, whatever. I don't care. >> That's the motto. My podcast is not cutting. >> Oh, it's just Yeah, I don't care. So, leave it like that. >> Yeah. >> Um, what was the question again? >> If you're uh who comes up with the recipes if you're a chef? >> Oh, no. So, so we what we did was I have Yity in Miami. He's already he's the Miami franchisee and the Boka franchisee now. Um, some of the recipes are his. Um, he came up with the dirty fries, came up uh with with the with the burger spice. He he came up with a couple salad recipes. Um, and then we had Jud come up with a few recipes. I don't know if you know Jud. >> Who is he? >> He's a guy He's a close friend from Memphis. Um, >> he's a food genius in my opinion. >> You know, um, so he he made a few recipes. Um, yeah, man. I mean, it's again, and this is what shows you in the restaurant business. You don't have to be some >> genius, you know, in the food business to to come up with with a good concept. >> You need to find the right people, pay the right people, and run a great operation. You understand? That's the end of the day. I mean, look, >> I know we're going a little off topic, but >> it has to do with why I think we're successful. So, >> our first location in New York was in Queens, right? after we already had two in Florida and people were excited about it and it was our grand opening and I'm announcing yeah we're opening d okay everybody's excited and we made like 80 90 pounds of meat you know we paired it I told my partner I said do me a favor put put the burger on on let me taste it he put it on I taste I'm like nah nah nah this is not it I said yo shut the doors what do you mean shut the doors shut the doors we're not selling this today what do you mean it's just a little off it's not the same this and that, who cares? It's the first day. We're going to be so busy. I said, Dave, let me ask you something. I said, imagine you're the customer and you're hyped up about Smash House. Oh my god, it's here. You're hyped. You're excited. You walk in and you taste it. Excuse my language. I'm sorry. >> What are you going to say? What's the hype all about? Are you coming again? He said, "No." I said, "So, you're worried about today. You're going to make 10 grand." Okay, you made 10 grand today. You registered as 10 grand today. Excellent. In a month from now, your reg is going to be zero. >> Wow. >> So, I told them, "We're going to take this $600 hit. We're going to throw the meat to the garbage." Yeah. >> And we tell the customers to come tomorrow. >> And that's what we did. And we didn't open. >> Wow. >> Yeah. Yeah. And people were fighting me, think I'm crazy. Da da da da. Okay. This is the way we run our business. >> If Listen, I have a rule also in my kitchen. If you if you go to the chicken, if you have to double sniff, that's going to the trash, >> right? >> You understand? We we that's the key of running a successful business in my opinion. >> Mhm. And how do you make sure >> So the >> Yeah. >> How do I make sure what >> that stays consistent? You have nine locations. >> So I run around from location to location and and also um our three main recipes we sell to the franchises. The only thing we sell the franchises are three main recipes, a couple of spices and a >> and then they can choose other stuff >> and then they do everything else themselves. I'm not >> So now So it did become a franchisee. Uh, I don't own any location. >> What? >> Yeah, I own the franchise. >> Really? >> I own only the five towns location with a partner. This location, that's it. Everything else I franchise. >> Wow. >> I didn't know that. Okay. So, somebody opened a Monty >> and they're basically >> franchisee. They're paying me a royalty. >> Right. >> Wow. And you do but you do all all the marketing. >> They do they do their local marketing. I have to do all the other marketing. the all the videos that I do for the brand recognition and all that on the Smash House USA page. That's my um responsibility towards a franchisee. >> Right. So, that's a huge compliment that people will want to take your name >> of course >> and start a business out of it. >> Good. I'm flattered every single day. I get phone calls all day. I pitch myself. No way. This is not happening. You know, and look, I could have had 30 locations today. >> Yeah. >> If I told everybody else. >> Oh, wow. I I I >> So what's how do you know who can how you can trust with your >> listen you got to keep a so like for instance right the the one in Miami in Bokeh is the one who helped me with this in the beginning. >> So him you trust. >> Oh yeah he's he's he's like the brother I never had. >> Yeah. >> I mean I have identical twin that I'm the closest to him but he's in in the in the professional world. I mean we're we're we're brothers basically. >> Wow. >> Yeah. Yeah. ex he's an ex gassid, you know, he's a haisha guy, >> you know. Yeah, he >> that's why our flavors have a lot of haisha flavors because he's the one who came up with them, >> right? And do you do you um how do you know the other locations like okay the one how do you know you can trust >> because again our main ingredients with the sauces the the smash sauce and the three spices that we sell to you is thumb down proof like >> you got to be like a real >> red >> I don't want to uh you know, to not to not know what to do. And then again, so we come in, like if I come into a location and I taste a burger and I don't think it's good, we pause the orders on the burgers until we figure it out what's going on. Yeah. I don't allow it to go out. >> Wow. >> Because again, we're working to we're trying to train the kosher consumer that, hey, just because it's kosher doesn't mean it has to be garbage. >> Right. And how And you visit what? The location you visit how often? Once a week, once two weeks. either I visit or somebody >> say me. >> Right. Right. >> Right. >> Wow. >> Right. >> Fascinating. >> Yeah. It's very interesting, you know, and I'm I learn every day as we go too. >> Yeah. >> Right. Because this is all new to to to me. It's it's new. It's it's it can get very overwhelming sometimes because you're also always scared to in a second it could all go away. >> Yeah. >> Right. >> Can it? >> Anything can go away in a second, man. >> Why would this go away in a second? just I live like that every second that it can go away any second and that's why I'm always on my game. >> It's nine locations, you know. >> First of all, we need a lot of >> right. Obviously, >> so that that's number one. >> Yeah. >> Um >> you're right. Listen, that's why we're not running to grow. You know, we have to we're we're where we make sure that the nine we have open are running the way it should be running. And thank God, you know, consistency wise and stuff like that where sorry, you know, we're just we're moving forward and and that's the whole point. Listen, our motto here is find solutions, not problems. >> Mhm. >> All right. Right. >> There's a problem. Let's find a solution. Let's not dwell on the problem. Let's, you know, let's try to move forward. Let's try to grow this brand. And everybody's bought in. >> Yeah. >> Everybody's bought in. If you're not bought in, then we're not going to work together, >> right? How often do you uh eat a burger? >> Every day. >> Really? >> I taste every single day. Yeah. >> A burger and chicken every single day. >> Do you have a bunless burger? >> We have lettuce wraps. We used to have it then we stopped having it and then and then because we do um positive so it's very hard to find um uh um uh you know like the like the full lettucees that that look good and taste good also. Sometimes they they have big lettucees, but they're >> right. >> They're not presentable. >> Um, but we have I think in Miami they sell um and we give we give you burgers without a bun, I think. >> Right. >> We don't care about that. >> Yeah, cuz I'm doing the keto diet now. So, for me, I'm ordering burgers still, but I'm just not eating the bun, >> right? No, you could do that. You could do that 100%. >> Um, what's like you feel pretty solid and confident with where you are right now, I think. I mean, you know, humble, but but confident. What's what is a mistake or something you thought will be different in the beginning starting off and you quickly said okay no no no this this can't be this this doesn't >> chicken >> oh okay do you sell chicken schnitle >> no schnitle is we we sell fried chicken >> okay >> it's it's it's in flour it's not in in breads >> okay >> um we're making it a certain way and I'm like we're only going to make it like this and then we had a huge event for Misora and I'm like there's we were doing a Misora event last year in their camp for 1,200 kids. I'm like there's no way I'm going be able to do this fresh chicken like that and we found the the the double fry that that we do and it changed our way of work 180 degrees. >> Mhm. >> And I in the beginning I didn't want to hear about it. No way it's not going to happen. And that's what people have to understand. Um, no one has all the answers, >> right? >> I don't know everything. There's a lot that I don't know. Um, you're always going to learn from somebody else. Whether you think you're not or or whether you think you're not, someone is always going to have a piece of advice for you, >> right? >> That's going to change something the way you think and stuff like that, right? So we we we're always feeding off each other >> and we're always learning and we're always learning and that's the most important part in this business is to always learn and everybody's bought in. >> Mhm. >> You understand? >> Yeah. >> That's the most important part. And like right now people's driving because let's open liquid. Liquid liquid liquid for what? Liquid should probably be the biggest location, right? Everybody's hack me at China liquid. problem. >> But if I don't have the right operator in Lakewood, right? And then the food quality and be like, "Oh, here it's his 10th location. Now he's starting he got busy. He got he got famous and now the >> I don't want to be that guy." >> Right. Right. >> You know what I mean? >> Yeah. Yeah. >> I want I still think like I have one location. >> Yeah. >> That's the mindset, >> right? >> Be like, "Oh, three only three years. Look at I'm not big street burger with with 20 30 locations and he's he's the same same age as me. I mean, age- wise with uh as long as we're open. >> Yeah. >> Right. >> Oh, wow. >> Right. >> Is that a good thing or I mean is more locations a good thing or rather profit from one location? Is it more profitable to have more locations? >> Yeah. The look when when you have a system down to a pat of of of how you going to run every single location? So, it's basically copy paste every single place. >> Yeah. Do you ever think imagine if I can make let's say from one location a million dollars. If I were to own 10 locations, I would make $10 million. So maybe I should have or could still do that. >> You could. We have franchises that own two locations. >> Oh yeah, >> of course. >> Of course, >> right? >> Why not? And and there's people that own 20, 30 Burger Kings, >> right? So So that's something also I just found out almost every big chain food chain store that you see is like that, right? like people individuals own >> also they own McDonald's and Burger King >> right >> they own two two different franchise >> and what's the point of it how in the brain does it make sense >> very easily a when you're part of a franchise it's basically it's it's it should be easily ran right >> because it does have >> six months to a year it's hard and then it's just running on its own >> right because the marketing is done by itself the name is out there >> there's a system in place >> right right I know pliables works like So the guy who has pliables is is is advising me now on how to grow this brand. >> Wow. Yeah. >> How did you get to meet him or how is he advising you? Are you >> uh through through I don't know if you know Ashkenazi realy her name is Edith Az. >> Okay. >> Um they're from Jersey also. >> Is the Jewish guy the owner? >> No. Oh no. The the the person who Gary Moss is a Jewish guy. Yeah. >> He owns a lot of PL. >> No. He was the one who helped them franchise. He's the one who >> Ah okay. Okay. So there's some there's expert there that are experts in franchising. Okay. >> Oh yeah. >> So he's >> a whole different field. >> Uhhuh. So he different field than what than owning >> then licensing or or >> any kind of coaching. I mean >> no it's a different field of >> franchising is is especially in New York they don't play around with it. It's very very very serious cuz you're taking money from other people. >> Right. >> So New York state wants to know what are you charging for what? Oh, as the franchise. >> So there's no there's no it can't be highish anymore. >> No, it has to be official. It has to be valuable. >> I have to hire So now I hired a CEO company uh CFO company. They're going to they're doing all my you know stuff. >> Right. Right. Right. To make sure >> that's it. Now you have to start until I'm big enough to build a real infrastructure and have my own CFO and my own stuff. You know what I mean? >> Correct. Nice. I like that. >> I'm again I'm not this guy that's sitting in a fan. My office is my car, >> right? >> I don't have an office. >> And it's a nice office. >> Yeah, it's bashita. Again, I do a bashida cuz I'm not I'm not I'm no stalty guy. We're where >> we're just we're just trying to create a good fun brand for everybody. And that's why I think in three years where we we are where we are because it's consistency. It's all about being consistent, >> right? >> And listening to the customer what they want. >> Mhm. >> Okay. You don't and rule. We always have this rule also. Customer is always right. Even where they're not, >> they're right. >> Where do you see yourself in three years from now? or five years from now. >> Um >> hopefully with about 100 locations. >> Okay. >> Yeah, >> that's was that was my question. I'm glad you answered >> in that direction. So you think you can have 100 locations and and at that point you're not even in the Jewish areas neighborhoods anymore? >> Oh, we're only looking at at kosher, >> right? >> We're trying to go non-coo. Um, Miami, 40 40% at least of our businesses is the non-cooser consumer is >> which for me is the most flattering >> when a non-Jewish eater comes to master and be like, "Yo, man, this is >> right." >> For me, it's like something I just won a million dollars. I promise you, cuz this was my whole thing is that the second you have them, you're you're you're starting to become mainstream. You become mainstream, this guy's living in the United States. >> Sure. Right. You're not tapping into the million Jews that we have or tapping into the 300 million whatever. >> So our marketing >> whole theme, right? Going back to Sam is what makes you different, right? Yeah. >> Is we just happen to be kosher. We we don't market. You go on my website, you're never going to see this this is from you. This is the we don't talk about that. Call the store and find out. We happen to be kosher and but we have the strictest everywhere. >> Yeah. So yeah, that was my next question. When you have this these 100 locations, will it always be kosher or you can see yourself opening one now in, I don't know, Tennessee, Texas, whatever, and just it's Smash House Burger, but it's not kosher. >> No, we we're we're looking at a few options now. >> Um, >> non-corer is an option. We're in talks with a few people. Um, some of them are really serious. Um, of course you have to speak to the rabbis afterwards and see if we can do it, how we do it, you know, because it's people getting confused and stuff. >> Yeah. >> You understand? >> Yeah. >> Maybe to different states that there's no there's no EN there at all. It shouldn't be a problem like to figure it out, >> right? >> Um, but yeah, I mean, we're we're looking there. We're looking in um uh >> we're looking we're looking in we're not only focused just on okay, we're going to be >> h mishum and that's it. But again, we're here to feed >> everybody. That's why our plus standards are super super high, >> right? And I love that mindset because I often tell people when they call me like for social media marketing, I always tell them, yeah, you can stay local, you can sell local, but why would you stay local to the 100,000 families, 200, what do we have here? 200,000 families locally when you can sell on Amazon, online, online orders to millions and millions of people. So, and there's also this concept of bringing in like non-Jewish money into the into Jewish money, which is just a nice >> concept. I mean, it's like why do you stay when you're in one community? It's very nice that we all share, but it's like, hello, can we expand beyond that? Like, let's expand beyond that. Open yourself up. Don't limit yourself. And I think you have that that mindset. So, that's nice. >> I I want this. There's no reason again people, how do I explain it without ruffling anybody's feathers? >> Yeah. >> Right. >> Like I realize like in Miami with the Hisha community, it's like the Nanju walks in, they're like like, "Dude, relax, man." >> Yeah. >> Nothing's gonna happen. >> We're all human, you know? Like, hey, how are you? How you doing? Like for some reason they get like this fear like oh you know like you dude like you know hey what's up man? How like I I have a clown in Miami when we started Anandu walked in right away you're getting something for free. >> Wow. >> Right away you ordered a burger or something. I throw a popcorn chicken on the house or wait like here man let me know what you think. >> Yeah. >> He's going to go this be like yo >> I just went to this place over here. >> Yeah. >> You gave me something for free. >> Yeah. >> Go check it out. >> Right. McDonald's doesn't do that. >> Right. Right. And it's like, okay, that's Hashem. >> It's it's everything. It's, "Hey, man, you know, we we want you as a customer." >> Yeah. >> We want you. I We our brand wants everybody as a customer. Everybody, >> you know, so we're trying to make everybody happy. And that's the whole point of Smash is, hey man, you know, it's it's it's food for everybody. >> Yeah. Um how or who came up with the name and why? >> So a guy named really came up with this name. >> Okay. >> Um it was very interesting that the whole I'm not ready to say yet, but it was it was it was interesting, but this guy named Sley came up with the name. Um when I'm ready to talk more about it, we'll talk more about it. Um he's not in the picture at the moment. Um great guy. Um also did some marketing in in Miami. Um, and I I the name cuz he I'm like, "Okay, so look, we were supposed to do uh from Bravo, we were supposed to open a dairy like Yeti wants to do a breakfast package place." Like, you know, you're coming in and like we're going to do like like roomto room service, right? Like you're you're in your Airbnb in North Miami Beach. You're going to order breakfast and we're gonna deliver it to you. Breakfast packages. >> I'm like, I'm telling you, let's do this smash, bro. I'm telling you, man. It's gonna hit. it's going to hit. Um, and he's like, "I don't know." And that he push I said, "You know what, dude? Whatever you want. Just get this headache off my plate." And I'm like, "You know what?" And I call Silly. I'm like, "Sorry, come on. I don't know what to do." >> He's the one SW is the one who pushed me to close. Bravo. And just cuz I was scared to do that. He's like, "Just I know it's a failure for you. Close it and take the next step. Just just do it." Yeah. And do the smash and call it smash house. Um, and I said, "You know what? Yi, speak to Swirillie." >> Yeah. >> And then Swilly convinced Yity >> to do this also. So Swillie is a big part of what's going on, you know, and I'm always going to give him credit for that. >> Um, and he came up with the name Smash House and and and I'm like, "Dude, this is the best name." >> Yeah. What does it mean? What did he I mean, I also love the name. >> So he called it Smash House and then the guy in Israel added Smash House Burgers and More, right? >> Or maybe I think I'm sorry. Yeah, he did burgers and more, I think. Yeah, he did burgers and more. Correct. >> Right. >> Smash house mean the house that's smashed. Smash burgers. Exactly. Everything here is smashed, >> right? >> Like most of my burgers come with no lettuce, tomato, pickles, onions. >> Oh, why? >> We only have one burger. It's called the class. Cuz that's the way smash burgers eat in the non kosher world. It's Some of them have pickles, some of them don't. And most of them don't have lettuce, tomato, pickles. Some of them do. >> Why not? Why don't they have >> That's the way it goes. smashed with a bun or something. >> No, it's just it's smash and they put it on. That's it cuz they want you to get all it's hot. They don't want to mix hot cold. >> Correct. I I agree with that. Yeah, it doesn't make sense to put that into that. I was never into that either. >> Again, in beginning like it's going to be people not going to understand yet is like I said >> that's that's the that's the best part about being new, >> right? >> This is how is the art to a good burger? Like we've all had that hard rubbery burger and we've all had that like soft that melts in your mouth kind of burger. >> I can't talk about it, man. >> Uh give me something. >> Is it an art in the cooking? Like in the cook? No, >> it's a preparation. >> It's a preparation. >> Yeah. It's like making sure that the ingredients that you're putting in once it goes onto that grill, it comes out good. >> Correct. >> Okay. >> You have to know also how many seconds to put it on. >> Yeah. >> You know, it's Look, um everything is a numbers game to the second. >> Wow. >> Yeah. >> I I agree. Food is art. I mean, we made burgers last night. My brother made us see him and he made burgers and I watched him do it and suddenly, you know, he was putting in uh parsley. was putting in a special spice >> and and the burgers were really good. We made like 15 pieces in a table of eight, nine people. Everything went like in a second. It was was later on in the meals. It wasn't like the So I I that's where I saw Okay, it is an art. Everything food is art. >> Yeah. >> So, and so whose idea was to have the walls painted and all of that? >> Why? >> What What were you kind What were you aiming for? uh Windwood type. I was running into Miami back then. I loved I was in love with Windwood and I'm like this place is gorgeous and I always wanted like uh and you know in Miami it's beautiful because we're a standalone building and the whole outside is painted like this. >> Ah right. >> You understand? >> Yeah. >> Um you know we have the same Miami artist come to all our locations to do this. >> Um Wow. >> Yeah. He just finished Brooklyn today. Yeah. I saw your stories today. He just finished it today. Okay. Um, again, I I don't want to talk a lot because there there's so much more that's going on, so I'm just like skipping through a lot of phases, >> okay? >> Um, but this also is a whole there's a whole story behind this, how this happened, how how the graffiti artist was found. >> Um, it's a little bit expensive just for paint, but it's worth every single dollar. >> Yeah. What can we can I ask approximately what is this? >> So, we paid for this. We paid for this whole store. Um, you have one, two, three, four, five walls. >> Yeah. >> Um, we paid, I think, 20 grand. >> Yeah, that's that's what I figured. >> Brooklyn, we paid 25. 24. Oh, 26. >> Why? It's smaller. >> No, Brooklyn's bigger. Brooklyn's longer. Yeah. >> Ah, >> wow. >> Don't forget he comes from Florida with his crew, right? >> You know that. Listen, it takes him two weeks to to do all this. >> Correct. Right. You know, >> and how do they know? Well, how do you is this like your character? This >> No. So, we have for every location we have a different character, right? >> This is a fox for um Five Towns. >> In Queens, we did the the gorilla, but we did King Kong for New York City, right? But we did it without the New York. >> Um for Brooklyn, we did uh squirrel. >> Okay. >> For Munchy, we did a bear, >> right? >> Uh but a funny bear. For up, we did like a bear, like a grizzly bear. >> Yeah. For Miami, we did uh was our first one like the kid was a Rex, a T-Rex, whatever it was. Bokea, we did alligate. You know, this is all the guy from Israel, the Yasi. That's our branding guy. It's it's all him, >> right? What about advertising? Cuz I know you do social media, but do you ever put in ads? Are you a paper ads? Are you a believer in that? Is there a budget? How do you manage your advertising and marketing? Um, so until now, until maybe two months ago, I didn't have a marketing budget. I just spent. >> Okay. >> Um, I'm a big believer in giving back. You know, when the customer shows you love, you show it right back. >> That's why we do these crazy grand openings. You know, like in Brooklyn, we're giving away a Rolex when we open. Um, in my we give away, right? >> Um, we do a lot of jerseys. Um, you see I have a Payne Manning signed um um helmet over there that's going to be a giveaway right after, you know, right before they go to school. >> Okay. >> Um, we spend a lot a lot a lot of money on marketing. Um, print media, it depends which location. So, here we did for one year. It was okay. I I wouldn't do it in this area again in the five towns, but I think in Lakewood it's huge. In Muny, it's pretty big. In the more high mission community, I think it still goes more. in the more modern communities, print media is really like, >> right, >> it's not there anymore. We spend >> I mean, I'm not going to say a number because it's it's ridiculous, but it's it's it's in the high, >> right? But social media is definitely something that uh is huge for you. No. >> Yeah, social media is Yeah. I mean, again, I I carry most of the weight, >> right? >> Um the brand itself carries most of the weight. >> Yeah. U but the franchises also carry a pretty heavy load. >> Um but they they see return from you see return from it. You see return from it. >> Yeah. >> You know >> cuz I have that like question. I just had it with a client back and forth. He's like what does it bring me? And I'm like what do you mean? You had a video with 2 million views and you have like 50 link clicks every single week on your page. Yeah, but how much from it sees me? And I'm like I'm like 50% is from local. They you know they see you. Okay. And then how many people come in? And I'm like I don't know. So what I came to notice is that if they don't believe in it >> then no then it's not worth >> I never believed in marketing. Never. >> What about social media? Did you believe in that? >> I used to I used to do social media but I never believed. I'm like dude if your food's good enough people are going to come. Smash House changed everything what I ever thought about the food business from A to Z. It's >> What was the biggest change for you? >> That I don't have to actually physically work at the location in order for it to succeed. >> I don't have to be the guy behind the counter. >> Yeah. >> Packing the orders, you know, doing all that. No, >> that's when you don't succeed, right? >> Um is when you're outside looking in is is when you succeed more. And um uh what else did I learn from that? Marketing is probably the most important thing. >> Mhm. >> I didn't when I had elite cafe and I wasn't marketing. >> Mhm. >> I wasn't marketing at all. I was just doing you know just putting up post and stuff like that. Today is we spend very high number of of on on on marketing, >> right? You did your first event. Um I I don't know if it was your first, but at least you did a an event uh two weeks ago. You did a speech at the event. You were part of the panel with other prestige um restaurant owners >> and that's where we met, >> right? >> How did it feel for you sitting on stage, hundreds of people listening to you, watching Um, I don't think I I didn't think I belong there. Um, >> why not? >> I'm not there yet. I don't think I'm successful. I'm working on something. I It just start it. Look, I grew up idolizing Kobe, okay? And I Kobe is was was for me his work ethic was second to none. I remember in 2009 NBA Finals, they're up two nothing. And the reporter asked him, "Hey, man, why you not smiling?" He goes, "Why? What do you mean? Why? Why? Why should I smile? But you're up to nothing. Goes, "Okay." And the to win the chip. He goes, "No." He goes, "Is the job done?" "No." "Then what am I smiling about?" >> Right? >> My job ain't done. This can end for me tomorrow. >> Right? >> The guy asked me, "Do me a favor?" I said, "Okay, listen. No problem. You know, I'll come." But if I felt comfortable doing it, absolutely not. Do I feel comfortable sitting here? Absolutely not. If he didn't chase me, I probably would have walked away from it. >> Yeah. >> Right. Yeah. >> I didn't feel I don't feel comfortable talking about it because I don't think we did anything big yet. Yeah. >> In my opinion. Wow. Okay. Uh humble too. >> It's reality, >> right? >> Um again, the franchise the franchise world is a different is a whole different world. In the garia world, I'm such a small player. I'm like a needle in the haststack, >> right? Well, some people see it as huge success and so do I. I mean to be in your position um and let's just say even if like it doesn't add up the success u you know nickels and dimes as they say but just to carry the weight of what you're carrying is huge to have nine locations under your name and growing um to dream of 100 locations in the next 3 years is is a lot to carry >> 100% >> and 99% of people don't walk around with that dream. So that's what makes you unique and special even though you're not there yet but in your mind you are there. >> I mean I've I've been like this since since uh since I'm a kid like me and my twin since we're kids. We're like in and we're talking about it how we you know we want to be successful and we want it to be like money and have this and have that >> you know him a lot more than me. >> Um you know so it's it's nice to see but then again I I don't think I'm successful yet. So I could have a different way of success u for me in my eyes. >> Yeah. >> Um but if god forbid tomorrow if someone asked me hey how was your journey I wouldn't change it for a thing. And I think I think no matter what happens we did great here. >> Yeah. >> No matter what happens >> right >> you even if the god forbid the door shut tomorrow >> I think we did a great thing here. And hopefully one day we looked at, hey, these guys pioneered the kosher, you know, the kosher fast food industry. That that that's the whole thing. Like, hey, you know, this is this whole thing changed the kosher food scene. And >> I tell this to every single franchisee, and I think it's so important that every Jewish restaurant owner that sells kosher should understand. What do you do? Oh, you're going to come to me anyways, right? So, I'm going to give you here, eat this. It's fake. Because I have you, I'm already in the driver's seat. >> Wow. >> So, I'm going to give you the best of the best. Like, this you're still going to be here and I'm going to go worry about how am I going to get these guys sitting in my seat. >> Yeah. >> You >> Yeah, >> that's the way I look at it. So, for me, I'm lucky that I have the kosher consumer cuz I'm way ahead of the game. The guy is a lot harder for him because he has to he has to market 80 times more than I do. >> Right. Yeah, >> by me I already have the kosher crowd coming in >> right automatically as long as you're in a location and we're so limited treat them right and that's why people don't understand the kosher consumer is starving for a place like this >> right >> for more like in my people every time I'm there you don't understand thank you so much for coming here we needed this >> right I know my did not have a place like that >> so simple >> it's so >> don't just care and give Give the customer a good product. >> Yeah. >> And stop handling him. You know, like we do with sauces also, right? If you're in the store, we never charge for sauces. You're ordering online, I'm going to charge you for sauces cuz then you're going to put a whole list. If I don't give you one sauce, you're going to start saying, "Oh, you're a piece this, piece that." You know, I don't want that. Online, you can order, I'm going to charge you for sauce. After two, you're going to get charged. In the store, I'll never charge you cuz I'm not penny pinching you. >> Right. >> Right. U What about the price of food? Um I happen to know I'm working now. My social media company works with like 10, no, we work like 10, 15 restaurants. So, I see the work firsthand that goes in. And I understand that when somebody's charging for a burger, $25, it's because of the paintings for the wall. It's because of you. It's because of the social media, the marketing, the chairs, the tables, the detail, the extra sauce, and stuff like that. So, yes, a burger in the store is only $4. And yes, labor is only another $2, $3. No, it doesn't work that way. You know how people make their own calculation? It's like the burger should be by at most $11. No, there's so much more. You're paying for everything included. And somebody has to make a profit to feel good tonight, right? Like to why should they keep on doing this? So, yes, the price of a burger should be $20, $25. That's probably how much it is. But what do you say tell those people that say it's like expensive or like >> So, I first of all, I think we're too cheap and everybody tells me that. >> What What are your prices? I price start at seven bucks. >> What do you have for seven bucks at smash? >> No single smash. No with cheese. No. No lettuce, no tomato. >> Oh, wow. >> Yeah. >> Okay. >> Um, you know, it's funny. When I had a League Cafe in 2017, I think it was Sunday was breakfast and it was busy and I was waitering, right? Cuz back then I was actually working at the restaurant and I'm helping the waiters. I'm waiting and I give this guy waffles. He goes, "Can I ask you a question?" Sure. What's up? was, "Why are you charging $10 for the waffles? You know, it cost you 50 cents to make." >> Okay. >> And I said I said, "Let me ask you a question." I said, "The electricity who's paying for it." >> Yeah. >> The rent was paying for it. The tax was paying for it. The employee tax was paying for it. The insurance was paying for. It's not only about the food. The food cost should be 30%. >> There's more there's more cost besides food. >> Right. >> Right. Um, and that's what people don't understand. And this why I tell to everybody, hey, first class and regular class, right? It's the same thing. What do you mean? We get to the same destination. Yeah. In different style. >> You could spend a,000 bucks, sit in the back, wait online, right, and get slammed like a sardine. Or you can fly first class for eight grand, and and you're like a king. >> And guess what? You both got to the same destination. You paid eight, he paid a grand, >> right? Same thing with food. You go to McDonald's, get a dollar meal. And by the way, people think like, "No, we're not McDonald's. We don't sell that garbage." >> Yeah. >> I don't sell processed meat. My meat is 100% real. I don't sell that garbage. Nothing is frozen. Nothing is waiting for you. >> Yeah. >> It's when you order it, that's when it gets smashed. >> McDonald's, you you order, you get to the drive food, 30 seconds later, the food's there. >> Mhm. >> Wow. Yeah. Yeah. I want people to understand that like good quality. But but you are very uh you you are very well priced. >> Yeah. Again, so we're more quant we're more >> quantity, right? >> Exactly. You're pushing quantity. You understand, >> right? >> Um but now again, now tariffs started coming, you know, our prices going up this and that who and you know, we're still trying to hold along as much as we can with these prices, >> right? >> Has to make sense. Yeah. >> Yeah. Of course, it has to make sense. But again, this way I look at it. I go to the restaurant. You want to charge me $500 for a steak? No problem. Better make sure it's a good it's a good out of state, man. If you're giving me garbage, we're going to have a problem, right? >> It's the same thing. >> I'm paying for a Rolls-Royce, right? Give me a Rolls-Royce. Won't give me a Honda. >> Yeah, >> that's it. That and people have to understand, you're if you're going to get a $5 burger, expect a $5 product, >> right? Um, okay. I want to touch on something about you specific. You probably most people don't know this. You grew upish, right? >> So, we're we're smart. My father's a huge Bkarian RV in Queens and we grew up basically my father was by satir for a long time. We went to and we went to we went to Ashivas like literally our whole life. >> Uhhuh. Okay. What good thing do you think you have in you that's from like a kidish perspective? >> The hustlers mentality man. >> Yeah. Yeah. You think are hustlers? >> They're I think they're the most shrewd businessmen walking on this planet. >> Again I love high people because they're they're First of all, Muny, I I meet them all the time. They're great. >> Yeah. >> And I think we learned all this from >> the Yeshiva Shakup, man. >> Yeah. >> It's a real Yeshiva Shakov and and and and I believe it. >> And um uh >> the the work ethic is is I remember as kids, you know, we're working as stands and stuff like that, right? You know, you're making like stuff with the Lul, you know, the Naz you're making >> and these man, they're pounding into all and they're there all day and they're working. They had real work ethic cuz you know they they it was great but man it was it was >> Yeah. >> I feel bad for my kids cuz my kids will never go through that. >> Yeah. >> You know for us it was fun cuz you know they taught you how to work. They taught you how to become independent. >> Yeah. >> They told you to become independent. >> Yeah. I was just going to say and I I used to hate it but you're right. >> No man change it for the world. >> Wow. >> These modern schools today they give you second place trophies. Dude, second place you're the first loser man. And >> that's the way it is in it. It's it it was like that, you know. There was no, oh, let me make you feel good. You're this, you're that. You lost. You lost. You know what I mean? You learned how to deal with it, >> right? How um how did it feel growing up? You have an identical twin brother. >> Yeah. >> Which is very famous right now. So today, 1.6 million followers. Um but you speak highly of each other. So >> Oh, he's he's the most important person in my life >> after my wife and my kids, of course. But besides my wife and my kids, he's he's he's probably the most important person in my life for sure. >> Mhm. >> I mean, I probably wouldn't be where I am today without his help. That's for sure. Um and that's the way I think, you know, he knows that and and um we know that about each other and we talk all the time about it. >> Mhm. And he knows that without me putting the fight that I put up with my p with my dad to not go to yeshiva anymore, he wouldn't have the freedom that he has now, >> right? >> You know, because he was very quiet when we were growing up and I was the rebel black sheep that was fighting and throwing out of the house and stuff like that. >> You know, he was the goody goody two shoes with the white shirt and black pants. >> Yeah. Yeah. That was it. You know, his this guy was um uh he was he was at a girl's house, jumped off the second floor after her father came. >> Yeah. >> Heard his back. He came home. I was like, "What happened?" He goes, "I was in. I fell down the stairs." I was and I was coming out of shoot. My mom's yelling at me, "Learn from your brother. Look at your brother." I'm like, "Yeah, okay." >> Yeah. Yeah. >> But today he's he's huge and and I'm so I couldn't be happier for him that he's so big because this was his dream as a kid. >> Mhm. You know, he was always like, I want to be famous. I want this. And you know, good for him, >> right? And it's probably good for business. I think probably all of us business comes from Instagram or something like that. >> Yeah. >> Right. >> Yeah. I get stopped every day. >> Ah, right. >> I get stopped all the time. >> So, what do you just You just say, "Yeah, >> I'm nice in the beginning. I'm nice in the beginning." And then afterwards, I'm like, "Dude, like I tell people on the Twin like, "No, you're not." I'm like, "Okay, dude." >> Oh, they think you're kidding. >> Yeah. They're like, "We heard they tell me we heard this excuse before like you're not trying." I'm like, "Dude, if your guys are such big fans of my brother, you know, he has more than one bracelet on his wrist." >> I know. >> That's it. So, so don't say you know who the Washing is. You don't, >> right? >> You know, but >> you get you get it all the time. Like with my friends, they're like, "No way." >> It's funny. It's funny that a high mission kid from uh Queens, >> right? Right. >> He's one of the most followed Jewish people in the world. >> Yeah. He's >> Wow. >> It's fun. Listen, it's fun. It's fun to see it. You know, I'm doing my thing quietly. I'm not looking to be that, you know. I'm just looking to sell burgers. And the reason why I'm the face of it because I realized that, hey, you know, me me relaying the message is what sells, >> right? Absolutely. >> Yeah. >> So, that's why I'm I'm the face in front of it if if I like being in front of it. Not really. I know it shocks people. I rather be that private guy that no one knows who he is. >> Mhm. Yeah. You seem like that. I mean, you seem very >> Yeah. >> laidback, relaxed, chill. >> No, now I'm laid back. You know, I I >> During the day, you work hard. I know you're very busy. >> I run around a lot. I'm always running around. I'm I'm I'm running around a lot. Um, you know, tomorrow I'm going to be in my I'm I'm going to Florida to the Miami Bokeh location, >> right? >> Um, again, it's you want to make sure that this when someone comes to Smash House and says, "Hey, man, that location tastes better than this one." I'm like, "Okay, we have a problem, >> right?" Wow. >> Yeah. It's consistency. >> Impressive. How long are we in >> 55? Very nice. Wow. Okay. Fair, man. I'm Benji. Impressive. >> What What got you like super upset when you walked into one of your locations? >> When you lie, when you lie to me. >> Yeah. They Some people lie to you. >> Just don't lie, man. Just, you know, we're all here for the good of the brand, >> right? Right. But again, but if if if I wasn't self-medicating, I I wouldn't uh >> I probably wouldn't have all these locations because I'll be very uncomfortable to be around. >> Right. >> Right. Oh, you doing go take medicine? Like why why would I put medicine in my body, >> right? >> Riddling out like I'm I'm not I'm not touching that. Not touching that. Then you're a zombie. You know, I'm I'm I'm high functioning. I'm I'm Look, I'm sitting right now. You don't know. I'm I'm ah So imagine me when I'm not. It's like you look at me like, "Dude, relax." Yeah. >> You know, you're >> like, it's I'm I'm more like imagine my brother on steroids. >> Yeah. >> Right. Okay. >> So, that that's what I was. Yeah. >> Right. I think that I think that a lot of entrepreneurs, Jewish and non-Jewish, are what they call, I think, ADHD. Sure. >> They need stuff. >> I'm a psychiatrist. Again, I was that bucker that went to all these psychology cuz he was with the wild boy. You know, you want to get a sh Shh. You can't say you went. Right. Today if you don't go, you're not going to get a [ __ ] >> Yeah. >> Right. Um and then I had to get a psychiatric evaluation. He told me, "Hey man, we're going to put you on uh Rland." I'm like, "No, you're not. >> No way I'm becoming a zombie." >> Wow. >> Yeah. I'm not I remember I took Adel in Israel. I was a bucker to stay up for the Super Bowl. Dude, I'm not hungry. >> Yeah. >> I'm like I'm my my hands are cold. I'm kind I'm like always dude I'm not looking to be that. I'm looking to be more like >> Yeah. Hey, let's let's you have that edge like >> you know. >> Yeah. >> It's like a hand telling me, hey, relax. >> You know, my guy is >> Yeah. >> You know, and we would grow up like, "Oh my god, it's so badass." >> You know, so for some people it's like, "Oh my god, how do you do that?" >> Right. >> Which I get, you know, a lot of people have their own ways. >> Um but I don't drink. I don't smoke cigarettes. I don't touch alcohol. >> Wow. >> Yeah. Alcohol is 10 times worse in my eyes than that. >> Right. I agree. I don't touch I don't touch alcohol, >> right? >> Cigarettes I don't smoke for almost 10 years already. >> Wow. >> Yeah. I smoked two packs. >> Wow. >> Yeah. >> Wow. So, you came a long way. >> Man, you know, no complaints. And again, it made me a better father, a better Yid became closer to Hashem, better businessman. You have an opinion about it. Enjoy it, my guy. >> Enjoy your misery sober. That's good for me. Yeah. >> Again, people are you running? I'm not running away from nothing. There's no problem for me to run away from. Yeah, >> it works for you. >> Yeah. >> Yeah. I always felt like I would try it like also when I get when I become a little bit older or whatever. Like I would give it a shot. I'm 27. >> Oh, you're young, man. Again, after 25, I think your brain I don't know. I'm not a doctor. >> They say it's fully developed, right? >> That's what they say. I don't know. So that's why at my teens, I never touched it cuz I knew it's going to slow you down, right? >> And I always wanted to make money. So I'm like letting it slow me. And actually, this doesn't really slow me down, >> right? >> Right. >> You know what I mean? It just I feel the same thing as I felt that as if I'm not as if I don't smoke. But what I don't have that inner >> like that thing is about to explode. Just say something wrong and no it's gone. >> It's gone. >> No, it shuts it down. It's like shut down. >> Yeah. Right. Um you also mentioned that um you didn't like the diamond industry or jewelry industry. >> No. >> What didn't what specific thing didn't you like about it? Most of the people there are not straight. >> Mhm. >> You know, it's um >> there's no college bar there. Put it that way, man. It's wild what goes on there. Um and I just >> it it wasn't really for me. >> Mhm. >> Yeah. >> You know, it wasn't really for me. the the question that I have when it comes to jewelry and I think that's why it's chick tricky is because there's no real value to stuff that's what I think is very tricky like there's nothing over nothing in in in jewelry holds value and that's what I've seen now with friends buying jewelry whatever get >> when you resell it you're not going to get what you pay >> exactly and to me that's question well gold is gold silver is silver cash is cash jewelry is not jewelry >> right >> if I buy tomorrow a a diamond necklace for $10,000. You know, the next day it's only worth what? Three. What can I sell it for? >> You're lucky you're going to get three, >> right? Why is that? That's my question to you. Why do you think that is? >> Ask the guys in 47th Street, man. >> Oh, no. So, but that's why feel like it's tricky. That's why I feel it's not honest. >> Again, they're not. >> Mhm. Yeah. But it's not even that they're not. It's that the whole the industry as a whole doesn't carry value. It's not like I sold you silver for 90% >> watch the watch game. >> So this this is something I wanted to touch on because >> like I was thinking for myself that if when I buy jewelry for my wife in the future, right, it's like I'm getting her jewelry that might lose value. But if I if I get a Rolex, the Rolex doesn't lose value. If anything, it goes up >> because it's a collectible. Not necessarily because it's actually worth 20,000, 30, 50 or whatever, but because it's actually a collectibles item that holds. It's like Bitcoin, right? It's like Bitcoin. Literally, people decided that the watch is worth. So, that's why I think jewelry is very tricky. And where you buy it is very tricky cuz you buy it off this off a store over here, they're charging you 40%, 50% higher. >> I used to work for my uncle that he manufactured jewelry and sold to like all these big Fortune and all these people. It's not. >> They're selling something that cost them $500. >> Not talk about it. It's just it's not it's not just wasn't for me, right? >> You know, I didn't like the way things were being handled there. And listen to Eastern, you know, some people um love that. And um so people like, "Oh, you're not like I don't know anything about watches. Nothing. Like zero. I'm completely disconnected. I don't follow anybody on from from 47th Street besides my twin." >> Yeah. Nobody. I know all of them. >> Yeah. >> A lot of them personally. >> What's your like dream watch? >> I don't have one. >> No, you have to make one. Like when you reach the 100 locations, you celebrated to buying yourself that watch. >> My brother was My brother tells me what to buy. >> Yeah. >> He's the one who guides me what to buy with everything when it comes to even like brand names. I really wasn't really into it. He's the one who told me, "Hey, Benji, you're you're you gotta dress like this. You gotta wear this, you know, you gotta do this." He's the one who always guiding me with that stuff. >> Is he older >> by a minute? Yeah. >> Oh, okay. It seems like it cuz the way you speak about him, it's like your older brother. >> He's older by a minute. Yeah. >> Wow. >> Yeah. Listen, he But on my my worst times, he was he was always there. So, >> Wow. >> Yeah. When no one else was, you know, not my parents, not my siblings. He was always always always >> Wow. You know, I always have a tan >> for sure. 100%. >> Nice. >> Very interesting relationship. >> Beautiful. It's nice to watch. Very nice. All right. Um, Benji, anything else you want to share or promote or anything coming up or anything you want to share to the world, Jewish world for now? >> Yeah, man. Put Hashem first. >> Nice. Okay. >> Change your life. I promise you. Thank you. Thank you, Benji. Um, >> thank you very much everybody for listening. Thank you, Benji, for giving us some of your time and hosting us in your uh Five Towns locations. Um, we're going to put the links to the Instagram or online ordering or to the website. Everything will be in the description so you can check out check out Smash House. Um, you can mention the podcast at any location that you walk in and you'll get what I call a special service. Somebody's going to give you a smile. >> 50% off. Oh, really? >> Everybody's a winner, Rabbi say. >> Oh, wow. >> Remember that. >> Okay. I didn't expect that. Thank you guys. Mentioned Weber for 15% off at any location. For how long? For the month of August. >> Until until after, how do you call it? Till after Kipper. >> Talium Kipper. Wow. Okay, guys. This is a big one. I I did not expect that. So, yeah. 15% off. That's a lot on whatever you order. That's awesome. Thank you, Benji, for that. >> Of course. Of course. And um >> thank you for coming, guys. >> Yeah. Make sure guys to first of all support our sponsor that we mentioned uh PZ Deals. >> Download the app. >> You know how much stuff I got deals. >> Yeah, >> you're the best. >> They're the best. >> He's such a nice guy. Wait till you meet him. I met him at a show. He's just a sweetheart. Yeah. >> Um check out the WhatsApp status, the WhatsApp groups. Join a group today and tell the admin you came from Weber status to go into a raffle for $100 on Amazon to spend whatever you want. Subscribe to the channel, guys. We're almost at 5,000 uh subscriber. By the time you're watching this, we're probably over it. So, but either way, guys, subscribe. Um for extra bonus footage, including from this episode, please join our membership. It's $9.99 a month. It helps us to support the channel. It helps and you can see extra footage from every episode that we record. Um sometimes you get early access, so it's just a nice way to support yourself and the channel. Um thank you. Leave a comment. I always say if we get enough comments, I'll try to do a followup if I can catch Benji again. Um, and um, and like the episode. So, thank you everybody for being here. If you want to connect with me personally, my link to the description, my link to my WhatsApp or socials are in the description as well. Thank you guys.