THE new owner of Grandma Moses, Manfred Freinkel, said he is “humbled” to take the reins of the iconic Sydney kosher eatery, and plans to transform it into an “exciting cafe and coffee experience”.
The AJN can reveal that Freinkel, who has been in the retail and kosher catering industry for more than 30 years, bought the business from longtime owner Lawrence Hoffman earlier this month.
Freinkel said he saw the opportunity of extending his knowledge and passion into Grandma Moses by joining with partner Peter Van Der Poel and “bringing our expertise, our style, the synergy and overall ability to change and recreate a model that will be exciting to our loyal and new customers”.
Freinkel said he brings with him new ideas, better economies of scale, and a plan to expand product offerings.
“We are proud and humbled to say that we are the new owners of Grandma Moses,” he told The AJN this week.
“[We plan] to improve the bakery selection for the wholesale and cafe business, and to transform the in-store environment into an exciting cafe and coffee experience.”
The cafe will continue serving breakfasts and lunches, and Freinkel revealed he would be shaking up its wholesale offerings, with plans to improve the quality, consistency and range of the products available to retail outlets, schools, kosher facilities, synagogues and caterers.
Freinkel said Van Der Poel, who joined as a partner and has been involved in the bakery for the last 13 years, “knows the business inside out”.
“He brings years of experience and a passion to consistently deliver the best service to all his clients that he knows so well.
“Peter understands the opportunity in the market and is highly regarded by his customers and his team,” Freinkel said.
Stating, “We have a passion to exceed our clients’ expectations by providing the best quality and service all round,” Freinkel thanked Hoffman “for his help and support through the transition process”.
Hoffman purchased Grandma Moses in 2003 and ran the business at its Old South Head Road, Rose Bay, premises for more than a decade.
In 2015, he relocated the cafe to 109 Anzac Parade, Kensington.