Tel Aviv food creator Shiraz Choklo, who lives and breathes food, turned a recurring argument with her partner about where to order the best into a viral video series — comparing burger deliveries side by side. Amid the war, her quest for comfort food struck a chord with thousands.
The concept is simple but rigorous: four different burgers are ordered at once, tasted side by side on camera and ranked based on core criteria such as juiciness, bun freshness and overall quality.
“My partner and I order burgers weekly, and we were always arguing about where to order from,” Choklo said. “One day I told him, ‘Let’s make a video where we order the four places we’re most curious about and finally figure out what’s best.’ We made one video before the war and it exploded — views, comments, everyone wanted me to try their favorite spot. During the war, the demand only grew.”
What began as an attempt to solve a “domestic dispute” turned into a full series — culminating in a finale after reviewing nearly every major burger spot in Tel Aviv.
From tastings of 20 burgers, the couple’s joint final four were Prozdor, Meatbar, Jango and Benz. Choklo ranked Jango first, while her partner Yossi chose Meatbar.
'People are deeply invested'
“The response is insane,” she said. “I’ve been doing this for two years, and this is the most loved content I’ve ever created. Burgers are a consensus — one of the most ordered deliveries. So many people have tried new places because of the series. Most reactions are positive, either from people discovering new spots or disagreeing with us. People are really engaged in the rankings.”
Despite being a food influencer who collaborates with restaurants, Choklo emphasized that this series was entirely self-funded.
“I spent thousands of shekels. Each order with delivery cost 50–60 shekels, sometimes even 100. I invested a lot because I see this as my business. To keep it authentic, I even refused free burgers from places that reached out,” she explained.
Drawing the line on authenticity
Choklo describes what makes a food review credible in an era of sponsored content.
“My rule is simple — would I pay for it? Even if a restaurant pays me, if I didn’t enjoy it, I won’t post. I also won’t publish negative reviews to avoid harming businesses — I’ll just cancel the collaboration. My contract says I only post if I stand behind the product, no matter how much money is offered.”
How do you manage to taste four different burgers at once?
“We got to the point of eating burgers every other day, until we realized we needed a break,” she said. “But until then, it was fun. In the end, each of us eats about two burgers — I usually don’t finish my halves. There’s something experiential about ordering multiple kinds, tasting and ranking together. It’s a shared activity.”
How did restaurants respond?
“Interestingly, the top-ranked places didn’t necessarily reach out,” she said. “One place called M32 — which I ranked fourth but Yossi ranked first — contacted me to say they appreciated the series. I was surprised. No one responded negatively. One place even said: ‘This doesn’t look great — which branch did you order from? We want to check what happened.’ They took the feedback seriously.”
From lifelong foodie to viral creator
Choklo, 27, has been creating food content for two years but says her passion goes back much further.
“I’ve always lived by cravings. If I want pancakes, I’ll go get pancakes no matter what’s at home. As a kid I ate sushi and injera — things most kids don’t eat. I think part of it comes from my dad, who also loves food. Growing up, we couldn’t always eat out, so maybe that created the desire. Now I’m fulfilling it,” she said.
“It’s incredibly fun. People recognized us in the street because of him. To make it interesting, we’d play rock-paper-scissors to decide who pays. There aren’t many chances to meet your dad weekly, so turning it into content made it special. It became a family activity.”
What’s next?
“The big question,” she said. “I think I’ll stick with delivery content — maybe crispy chicken. Now it’s different because I know there’s an audience. Yossi and I are debating between crispy chicken, sushi or burritos.”