The burger boom. Burger mania is growing in the Middle East. Where is the trend headed, and how can purveyors set themselves apart?

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Emory Richardson
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2 The burger boom Burger mania is growing in the Middle East. Where is the trend headed, and how can purveyors set themselves apart? From classic but upgraded beef and bun combinations, to tuna patties with wasabi mustard, gourmet burgers are qute the thing in the Middle East and beyond. Distinguishable from fast food burgers for their high quality ingredients and handcrafted production, upscale burgers are on the rise. Creative flair According to Ziad Kamel, CEO and co-founder of the Alleyway Group, "Gourmet burger joints are popping up everywhere, positioning themselves as 'healthy and organic' vis-a-vis their fast food brethren. Burgers are now like high quality steaks, with ingredients becoming a lot more sophisticated than the standard lettuce, tomatoes and pickles. Patties are being made with Wagyu beef, Black Angus and aged beef. Buns are being made by master bakers, and toppings have become vast and honorable, using Beluga caviar, truffles, brie cheese, quail's eggs, aged cheese, pork bacon, turkey bacon and more. This diversity is particularly visible in the Gulf, where restaurants target specific or multiple demographics split by " It's time to break the mold and go on a Burg-venture " nationalities and cultures, in addition to the socio-economic splits." In Abu Dhabi, Le Royal Meridien executive head chef Justin Galea says, "It's time to break the mold and go on a Burg-venture:' He creates burgers for seasonal themes, with international flavors, and for luxury tastes. Galea has developed German-style schnitzel burgers for Oktoberfest, a Thai-influenced chicken burger, and a foie gras burger with truffle brie cheese, caraway bun and sticky date chutney. Creativity certainly isn't limited to the Gulf. At Frosty Palace in Beirut, owner Zalfa Naufal offers a special burger every two weeks; such as a burger topped with gorgonzola, maple-glazed bacon and avocado mash. Naufal says, "Clients respond pretty well to the innovations, and are not afraid to try new flavor combinations. I believe the most daring and sophisticated one we made was the burger with slices of smoked duck breast and raspberries:' Luxury ingredients like foie gras and truffles have enjoyed popularity in Lebanon as well. According to Hussein Hadid, owner of BRGR Co., their black truffle burger appeals to customers who want something special, and who want to impress. There is something on his menus to appeal to everyone, from straightforward budget-friendly burgers to the premium 'butcher's cut: "Specials satisfy the few who like creativity or an occasional experiment, but it has to be something 'wow' and creative. 90 percent of customers would order the same thing every time. At the end of the day, you have to attract as many people as possible - specials are meaningless if they don't sell." Culinary consultant Joe Barza stands out by emphasizing Lebanese roots. Based on his philosophy on "terroi( Barza, who is a partner of the restaurant at Bioland, serves a burger made with kafta meat, topped with grilled akawi cheese, tomato, onion and tahini sauce. He cautions against taking creativity too far, "An increase in creativity is not always a good si1:)n, since there is a difference between creativity and lack of knowledge. Too complicated can also be too much." Healthy alternatives While the beef patty is king, in 2015 culinary consultant Maroun Chedid anticipates"... an increase in vegetarian alternatives such as chickpea and quinoa, following the worldwide trend of eating healthy" - a view echoed by Hady Fadel, corporate marketing manager, Boubess Group. Even at the aptly-named Classic Burger Joint chain in Lebanon and Kuwait, chicken, quinoa and mozzarella alternatives are offered, and constitute 30 percent of the share. Quality is always in style Of course. the classic beef and cheese buraer

5 CREATIVE BURGERS FROMTHE MIDDLE EAST AND BEYOND Camel burgers have been on offer at Local House in Dubaifor several years, but in January 20'14 The Atrium at Riyadh Marriott Hotel added them to its

3 5 CREATIVE BURGERS FROMTHE MIDDLE EAST AND BEYOND Camel burgers have been on offer at Local House in Dubaifor several years, but in January 20'14 The Atrium at Riyadh Marriott Hotel added them to its menu. Paleo burger wrapped in lettuce rather than served on a bun is offered by Elevated Burger, with outposts across the Gulf. Australian burger, with pineapple and beetroot, topped with a fried egg is the favorite of Aussie chef Justin Galea of Le Royal Meridien Abu Dhabi, and it's made an appearance as a special at Frosty Palace in Beirut. Bone marrow and dehydrated miso is star cheftony Maws' creation at Boston's renowned Craigie on Main. He first cooks the burger in a CVap oven, before finishing it on the grill. At Dip & Flip in London. its eponymous burger tops the beef patty witl, slices of roast beef, and serves it all with a generous portion of gravy. will never go out of style. Capitalizing on the popularity of the standards, Classic Burger Joint focuses on "real burgers, and their essential sides, fries, salads and drinks that enhance the burger experience;' says owner Donald Batal. Twists such as the cheesestuffed beef patty have been popular and innovations will appear in 2015, but specials don't stray far from the classics. When asked what customers most want, chefs, consultants and restaurant owners all agree: quality. Boubess Group in Lebanon has burgers on the menu at five of its restaurants: Cafe Hamra, Cozmo Cafe, Metropole, The Met and its latest venture, Coast. "In our belief, the ultimate way to distinguish our burgers and set ourselves apart from competition is to simply keep focusing on delivering quality, on the level of the patty, bun and everything in between. As much as it sounds simple, quality is without a doubt what keeps people coming back for that same burger;' said Fadel. Kamel and Hadid also noted a growing interest in ingredient sourcing, with customers increasingly asking for locally sourced, pesticidefree, organic and non-gmo ingredients. Culinary consultant Maroun Chedid agrees, adding, "An important component is also the freshness of the ingredients. Condiments and seasoning should only complement the meat and enhance it; never overpower it." > Ziad Kamel, CEO and co-founder Alleyway Group Justin Galea, executive head chef Le Royal Meridien Hussein Hadid, owner BRGR Co. Joe Barza, consultant chef and partner, Bioland Maroun Chedid, managing partner Maroun Chedid Hady Fadel, corporate marketing manager Boubess Group Donald Batal, owner Classic Burger Joint

4 luu HAt't'tNINli:) WEW 4~Be trut O' oking Festivi l November 6-8 Over three days, the Beirut Cooking Festival, held at BIEL,.Lebanon, welcomed famous chefs, beverage consultants, lifestyle experts and 14,000 visitors for the love of good food and drink.

5 Quality on Time 11. November 13, a new Roadster diner, a Lebanese F&B brand, celebrates its opening on Bliss Street, Beirut with a brand new look. 12. November 21, LeTelegraphe de Bel'le-Vue and Chateau Belle Vue Winery, in Bhamdoun, Lebanon, expands to include a boutique and hotel. 13. November 24, Lebanese F&B brand BarTartine opens a new branch in Dbayeh, Beirut. 14. December 10, the launch of the collaboration between Maroun Chedid and Les Caves de Taillevent at Le Bar de Taillevent. Beirut. 15. December 11, Diageo invites guests to the launch of the Haig Club at Indie, Beirut. Tel. & Fax: /5 Mobi!~:.o3 6~6062,

The Handcrafted Burger Master The Art Of Crafting The Ultimate Gourmet Burgers

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