A newspaper stunt designed to test possible anti-Semitism among takeaway staff has ended with a major publication apologising for the much-criticised set-up. The apology, issued jointly this week, marks the conclusion of a dispute that exposed uncomfortable questions about journalistic methods and the boundaries of undercover reporting.
The Daily Telegraph apologised for causing distress to staff at Cairo Takeaway in Sydney's inner west when it orchestrated a scenario to test whether staff would react negatively to an openly Jewish customer. In February 2025, Ofir Birenbaum entered the shop wearing a Star of David cap and pendant and ordered a drink as senior Telegraph reporter Danielle Gusmaroli waited outside.
Gusmaroli then entered with a photographer and allegedly asked a staff member whether they had a problem with Mr Birenbaum. What happened next became the crux of the dispute. After the Telegraph staff left, a female staff member followed them out on to the street, telling Gusmaroli "That is out and out intimidation." Videos of the confrontation circulated on social media, drawing criticism of the newspaper's approach from multiple quarters.
The fallout was substantial. The stunt quickly escalated with multiple lawsuits filed between the parties, with Mr Birenbaum suing the store for defamation after its social media accounts attacked him. The restaurant's posts accused the newspaper and Birenbaum of attempting to manufacture an anti-Semitic incident, while the operation raised broader questions about whether the setup had been designed to provoke rather than report.
Cairo Takeaway apologised unreservedly to Mr Birenbaum for the false and defamatory statements made about him, acknowledging he was polite when he entered to buy a drink. The Daily Telegraph admitted its stunt caused distress to the staff and owner of the store and apologised to them for the distress. Both parties have moved past recrimination.
The resolution carries a broader message. The joint statement stressed that "all Australians should be able to safely express their racial or religious affiliation as well as debate issues in a respectful and dignified fashion." Yet the incident itself highlighted the tension between those principles and the methods used to test them. Undercover journalism serves important public purposes, but this case demonstrates why such tactics demand careful ethical consideration, particularly when they risk causing harm to ordinary workers and business owners caught in the scenario.