There’s a little bit of a war going on here in Paris on the rue des Rosiers, in the Marais. The Rue Des Rosiers is the Jewish street, sporting several good (and a few bad) bakeries, a few chic clothing stores, but a string of fafafel stands and restaurants. The most famous, L’As du Falafel, is always crowded, and teeming with locals, who come for their Heeb-Hop (Hebrew-Hop, as we call it), and tourists, who’ve read about L’As du Falafel in their guidebooks.
I always feel sorry for the other places on the street. There’s often deserted, while the throngs of people line up at L’As in search of their falafel-fix. The only time they seem to generate any interest is when L’As du Falafel closes for the Sabbath, on Friday nights and Saturdays. But a few weeks ago I started noticing handwritten signs on the place across the street, Mi-Va-Mi, with slogans like “Taste and Compare”, daring to take on the Ace o’ Falafel, just across the street.
Today as I stop by to get my weekly falafel, making a beeline for L’As, I notice a swarm of missionaries agressively confronting passers-by with plates brimming with warm falafel, followed closely by someone with a guest-check book, pen-to-the-paper, ready to take their order. The scene was curious, since the French haven’t quite grasped the concept of ‘Free Samples’ (or competition). When I asked a French friend why anyone rarely offers samples, I was told “Because it’s not ‘correct’. But there’s a guy at the fromagerie on the Î’le St-Louis who’s making a killing offering samples to passers-by, mostly tourists, who get one taste of great French cheese, and invariably come in and make a purchase.
Correct or not, that dude is rakin’ it in.
So although there’s no such thing as a free lunch, especially in Paris, there’s lots of free falafels to be had this week as the street is abuzz with people bearing heaping bowls of freshly-fried falafels. I don’t know how long it will last, and the offer doesn’t extend to those who’ve already purchased. (I tried to get one of the falafel-pushers to augment my half-eaten sandwich, but being très Paris, there’s little interest in the customer after the sale.)
And in an unlikely show of unity, as I was finishing up, I saw one of the fellows from L’As du Falafel pop one of his crisp falafels in the mouth of his main competitor, a woman who was offering falafels from Mi-Va-Mi. She stopped, took a taste, and nodded in agreement before going back to offering her falafels to all takers.
So perhaps there’s something to be said for the absence of competition.
(Although I appreciate the presence of free samples.)
L’As du Falafel
34, rue des Rosiers
Tél: 01 48 87 63 60
27, rue des Ecouffes
Tél: 01 42 71 53 72