The Daily Telegraph’s recent undercover operation at Cairo Takeaway, a popular Egyptian restaurant located in Newtown, Sydney, has sparked outrage and raised serious questions about media ethics. On February 11, 2025, the newspaper sent journalist Danielle Gusmaroli, photographer Rohan Kelly, and video producer Jeremy Span alongside Ofir Birenbaum, who appeared to be attempting to provoke reactions from staff and patrons at the restaurant. This incident not only escalated tensions but also led to police involvement, as staff reported feeling intimidated by Birenbaum’s actions.
According to reports, Birenbaum, donning a white Star of David cap and pendant, entered the eatery where he ordered hibiscus tea. After receiving his order, he lingered by the counter and reportedly asked the staff member, "Do you have a problem with me because I’m Jewish?" Such comments were not only out of line but appeared to be orchestrated, raising suspicions among the staff at Cairo Takeaway about the true intentions behind the Daily Telegraph's crew being present.
Hesham El Masry, the owner of Cairo Takeaway, described the situation as "a deliberate, orchestrated incident," stressing the harm it posed to both the staff and the general public perception of the establishment. El Masry stated, "The optics are terrible for them [The Daily Telegraph]." His staff, shaken but professional, dealt with Birenbaum's provocations effectively, but the gravity of the situation grasped the attention of bystanders who witnessed the tension escalate.
The entire incident escalated when staff members called the police after it became evident Birenbaum's motives were more to cause discord than document experiences. Following their investigation, authorities determined no criminal offenses had been committed but acknowledged the distress felt by the restaurant staff.
Interestingly, this isn’t the first time Cairo Takeaway has been involved in controversy surrounding media coverage. El Masry is known for his vocal support of Palestine, evidenced by the restaurant's pro-Palestine social media posts and the mural painted on its exterior. He noted, "I can’t condone support for the slaughter happening [in Gaza]," reflecting the restaurant’s values rooted deeply in advocacy for oppressed communities.
The Daily Telegraph's involvement, especially the apparent premeditation of the undercover operation referred internally as “UNDERCOVERJEW,” where the aim was to capture how Jewish people are treated and respond to provocations, quickly backfired. Afterwards, Ben English, the Daily Telegraph’s editor, stated, "Like other media, the Daily Telegraph has been reporting on the rise of antisemitism... Our approach could have been handled differently." He emphasized the newspaper did not intend to provoke any incident at Cairo Takeaway.
The community's response to the Daily Telegraph’s tactics has been overwhelmingly supportive of the restaurant. Many rallied behind Cairo Takeaway, praising the staff for their composure during the incident. Online, supportive comments flowed, with community members emphasizing the importance of treating everyone with dignity and respect.
Although tensions between the Jewish community and those who support Palestine persist, reactions from the public reveal many are calling for unity rather than division. A prominent community member noted, “Please don’t judge us Jews by the actions of this clown or the Israeli government… most of us are kind, loving people who want peace.” This sentiment reflects the broader struggle against rising hate and discrimination based on race, ethnicity, and religion.
The underlying motives of the Daily Telegraph and its actions have been heavily criticized. Discussions are now shifting toward the responsibility of media outlets to avoid creating narratives based on manipulated and orchestrated incidents. There’s growing concern about how media can sometimes exploit existing community tensions rather than promote constructive dialogue.
El Masry concluded by praising the outpouring of support from the local community, stating: "We are immensely grateful for the thousands of messages of love, wellbeing, and compassion. Our mission extends beyond hospitality and commerce... We believe our support and advocacy for the oppressed must never result in the suppression of others." This statement captures the essence of how the Cairo Takeaway staff and owner have chosen to embrace community solidarity and peace over provocation.
Media ethics remain at the forefront of public discussion, with incidents like this igniting demand for responsible journalism. The public is calling for accountability, especially when organizations seem to engage more deeply in undermining the societal fabric rather than fostering it. With conversations around antisemitism and support for Palestine becoming increasingly contentious, this incident serves as both a warning and reminder of the power and responsibility of media narratives.