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ABC's Shark Tank leaned fully into the holiday spirit on December 10, with festive lights, seasonal branding, and an opening pitch that turned Christmas tradition on its head.
What initially looked like a novelty quickly became a case study in how understanding your customer could matter more than universal appeal if you want to grow your wealth.
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A savory gingerbread house pitch
The first entrepreneur of the night presented something viewers had never seen before: a gingerbread house made entirely of savory charcuterie. Avital Ungar, founder of Edible Architecture, entered the Tank seeking $150,000 in exchange for 10% equity. The idea drew laughter and skepticism, but beneath the spectacle was a clear attempt to reframe a long-standing holiday ritual into a product designed for a very specific and increasingly lucrative audience.
Ungar walked in carrying a structure that could have been mistaken for a classic Christmas market display. From a distance, it looked like a traditional gingerbread house. Up close, the details told a different story. The walls were salami, the roof was cheese, and the windows were pretzels.
Retail traction
Ungar called it her Charcuterie Chalet and argued that traditional gingerbread houses are largely decorative rather than edible. Most people admire them briefly, then quietly throw them away once the holidays pass. Her alternative was a grown-up version built entirely from ingredients people actually want to eat. Each kit is shelf-stable, making it easy for retailers to stock and simple for customers to gift during the holiday rush.
The Sharks were entertained, but the conversation quickly shifted to whether the novelty translated into a real business. Lori Greiner asked for sales figures, immediately setting the tone for what followed. Ungar shared that her first year on shelves generated $123,000, but her second year jumped over $1 million. She already had purchase orders from Costco, Albertsons, and World Market, and said she expected to reach $2 million by the end of the season.
The numbers impressed, but the panel's reactions were still mixed. Kevin O'Leary delivered one of the night's most memorable critiques, studying the salami-covered house with theatrical disgust. He declared that Ungar had "violated the honor of the gingerbread house," warning that children would come home, see the so-called "Salami Shack," and burst into tears. With that, O'Leary removed himself from the running, signaling that while the concept had traction, it was never meant to win over everyone in the room.
Barbara Corcoran followed with her own criticism, explaining that she often hosts girls' parties and did not think the product would look attractive on a table. She predicted that any attempts to eat it would end in a "disaster" and bowed out. Daniel Lubetzky also passed, saying the product simply did not appeal to him.
One taker
Three Sharks were out within minutes. But Lori Greiner leaned forward with a different kind of interest, not in the meats or the decorating elements, but in the business underneath them. She understood the category. Lori referenced her investment in Boarderie, a cheese and charcuterie board company that went on to generate more than $120 million in sales in just two and a half years. If anyone on the panel could assess whether this idea had real market potential, it was her.
While impressed by the retail traction, Lori pressed Ungar on why she needed Shark Tank capital. Ungar explained that she was looking for a credit line to finance large purchase orders. The task was not about marketing or product development, but about managing cash flow, one of the most common pressure points for consumer packaged goods companies experiencing rapid growth.
Lori offered $150,000 for 25% of the company, lowering the valuation but arguing that her expertise and retail experience were worth more than a simple cash injection. She reminded Ungar that she was not the "Bank of Lori" and made it clear she wanted to be an active partner, not just a source of financing.
Ungar countered with $200,000 for 15%, but Lori held firm at 20%, saying it was the lowest she would go. In an effort to strengthen her position, Ungar shared that projected profit for next year could reach $800,000. Lori responded with a line that shifted the tone of the negotiation. With her involvement, she said, the goal should not be $800,000 but $8 million. The two ultimately met in the middle, agreeing to a deal at 18%.
Bottom line
After leaving the Tank, Ungar reflected that while some Sharks were not her customers, Lori understood the product's purpose and audience.
The episode highlighted an important truth about entrepreneurship. A product does not need every investor to believe in it. It just needs the right one to make the right money moves.
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