Oy Vey!

Growing up on the North Shore of Massachusetts (Peabody), I've been attending the Topsfield Fair for as long as I can remember. For many, the highlights of the fair—the oldest in the country—are the stomach-turning rides, oversized stuffed animal prizes, traditional fair food (think fried dough, fried Twinkies, etc.), or catching a glimpse of the region’s largest pumpkin (weighing in at 2,211 pounds this year!). But for me, the main attraction has always been the B’nai B’rith booth, where they've been serving up delicious Jewish food since 1970 — knishes, kugel, Hebrew National hot dogs, brisket, pastrami, potato latkes, and more. I’m not just an annual patron, but also a regular volunteer (starting at around age 10).

For the past 15 years, my older brother Marc and his wife, Laura, have been running the B’nai B’rith booth. And, every year, I’m amazed by what they’ve built—a well-oiled “machine” serving thousands of customers and dishing out literal tons of food over 10 straight days. What’s even more impressive is that it’s all done by volunteers who eagerly sign up early just to secure a shift.

This year, as I piled brisket and pastrami into bulkie rolls for customers (while my son took orders from one of the front windows), I couldn’t help but reflect on how Marc and Laura have created such an incredible environment. While you may not be serving latkes and knishes at your office, here are a few key lessons I’ve taken away from their leadership that foster a culture of excellence:

1. A Meaningful Purpose. The B’nai B’rith booth is a non-profit, with all net proceeds going to Jewish organizations chosen by the volunteers. For every shift worked, each volunteer places a star next to the organization they wish to support. Each organization then gets $36 per star. (In Judaism, the number 18 represents "Chai," which means "life". So, $36 is a "double-chai".) Everyone involved is contributing to something meaningful, making a tangible difference for the community.
2. Clearly Defined Roles. Given the sheer volume of orders and the speed at which they must be delivered, clear roles are crucial. From the order takers and grill attendants to the soup ladlers, hot dog stuffers, and brisket/pastrami scoopers, everyone knows their specific role and how they fit into the overall process. Without these defined roles, chaos would quickly certainly take over.
3. A System of Collaboration and Teamwork. Except for a simple drink order, nearly every order requires multiple touch points—and there’s a system for it. When an order comes in, the window attendant shouts, “ORDER: [list of items],” and the respective team members respond, “WORKING [item(s)].” Once an item is ready, the preparer calls, “[Item(s)] UP,” and the runner delivers it to the customer. While technology could probably streamline the process, this more “human” approach fosters a real sense of teamwork and collaboration. How does your organization encourage collaboration?
4. Fun. The booth’s signature item is the “Oy Vey” sandwich—pastrami, brisket, potato latke, and chili on a bulkie roll, served with a pickle. When an "Oy Vey" is ordered, everyone in the booth calls out, “Oy Vey!” as they get to work. And when it’s ready, they shout, “Oy Vey!” once again. It may seem silly, but it adds a fun element and reinforces teamwork, as several people are involved in creating the sandwich. Customers love it too. Is your team having fun?
5. Real-Life Connections. Every year, I meet new people at the booth and reconnect with old friends. From childhood pals like Pam and Steven to new friends like Grace and Ron, we talk and bond beyond just the order. Sure, a restaurant requires people to be there in person, but there’s a reason many companies are shifting back to more in-office time. In my experience, the strongest connections and the best culture come from real-life interactions.

As the Topsfield Fair comes to a close, I congratulate Marc and Laura on another successful year and thank them for the lessons in culture and connection. And if you haven’t visited yet, make sure to stop by the B’nai B’rith booth next year and order an Oy Vey sandwich. “Oy Vey!”

I hope you enjoyed this post. Feel free to share it with others who might find it interesting, and I’d love to hear your thoughts in the comments section here.

Until next time,

- Jeff

P.S. Get inspired by my latest Brand Heart episode with Rob Liebreich, CEO of Goodwin Living, and learn how they’ve built a community where everyone takes care of one another.