How La Jolla Native Joey Aron Married Business Sense With Community
For La Jolla native Joseph “Joey” Aron, bridging the gap between kosher-observant San Diegans and kosher restaurants was the perfect marriage of community and business sense.
Joseph Aron, 25, graduated from Yeshiva University Sy Syms School of Business and started his career working in Mergers & Acquisitions at Citibank in New York City. He is currently balancing work and pursuing a Master’s in Professional Studies at Columbia University.
However, his keen sense of business was evident long before he moved from La Jolla to New York. When the COVID-19 pandemic struck, Aron saw an opportunity to both help restaurants stay afloat, and help people keep kosher in San Diego.
San Diego has an admittedly limited number of kosher restaurants available to its Jewish population. Nearby Los Angeles, however, is a hotspot for kosher-friendly cuisine.
“I recognized an unfulfilled demand and knew that there was an opportunity here,” Aron said.
Kosher food, delivered
Aron’s idea was strikingly simple; a delivery service that could quickly and efficiently bring the wealth of Los Angeles kosher restaurants and supermarkets directly to San Diego’s doorsteps.
Fast forward to present day, Aron’s business has successfully generated over $2 million in revenue for partner vendors and associated businesses. It has made more than 175 deliveries, providing ongoing benefits to thousands of Jewish community members from Irvine down to San Diego.
Each week, the venture allows members to see a selection of available restaurants, place an order, and pick up their food from a private home in La Jolla or Irvine.
This venture didn’t come automatically. Aron needed to negotiate contracts with more than 20 partnered vendors, where Aron’s enterprise received compensation as a percentage of revenue dollars brought in. These partner restaurants, in turn, have seen their businesses open up to a whole new market.
“The San Diego area is a market we never could have tapped into without a service like this,” said Simon Meron, business development manager of LA-based butcher and grocery store Western Kosher. “Our business has seen significant revenue — and it’s all thanks to Joey.”
Other participating restaurants and grocers include Beverly Hills Thai, Got Kosher, Lenny’s Bazaar, Lenny’s Casita, Nagila Pizza, Pat’s, Pico Kosher Deli, PSY Burger, Schnitzly, Schwartz’s Marketplace, Shanghai Diamond Gardens, Lieders, Sidewalk, and Taeem Grill.
Since moving from La Jolla, Aron has transitioned the business to a passive income model with exclusivity contracts and a local partner to coordinate the day-to-day operations.
Depending on the number of deliveries, shipments are made via refrigerated vans, U-haul trucks, or even minivans borrowed for the occasion. Along with delivering food, the service — which has eight drivers on rotation — has also expanded into related areas, such as bringing people or packages to LA as a way to diversify income on single trips.
More than that, Aron has brought some of the revenue back to his hometown of San Diego by organizing a way for local businesses to transport wholesale orders from LA. His service has also expanded to coordinating catering efforts for Weddings and Bar/Bat Mitzvahs.
Business and community, together
“I kept my ear to the ground and tried my best to understand the needs of customers,” said Aron. “And, this was a perfect way to gain experience in starting a business while getting to help out the community in which I was raised.”
“I know for a fact that Joey’s business has helped many San Diego Jewish families keep a kosher home,” said Rabbi Daniel Reich of Adat Yeshurun. “In my mind, this was a beautiful marriage of meeting community needs with a savvy business strategy.”
The Jewish community in San Diego wasn’t the only beneficiary of Aron’s service — as partner vendors have generated significant revenue from the venture. During the pandemic, that additional income was invaluable for many restaurant owners who were hit hard by stay-at-home orders.
“All of the extra revenue from Irvine and San Diego definitely helped us keep our doors open during the tough times of the pandemic,” said Kai Kan, owner of Shanghai Diamond Gardens, a kosher Chinese restaurant in LA. “Joseph’s delivery service has been very helpful, and Joseph himself has been a great partner.”
For Joseph Aron, the business venture was a natural extension of his entrepreneurial spirit — and an incredible learning opportunity. “I am certain that the lessons I have taken away from this business will translate into success for future ventures”.
In a world increasingly dominated by AI and high tech, we often lose sight of the fundamental reason businesses are started: to help people. By focusing on meeting a market’s needs, Joseph Aron – with just a minivan, a persistent team, and some shrewd negotiation tactics – was able to do just that.
Mike Peterson is a writer, editor, and strategist based in San Diego. When he’s not writing and editing the La Jolla news, you can often find him practicing yoga, rock climbing, or exploring the outdoors with his wife and dog.
