34 MEA MARKETS / Business Awards 2021 Jan22129 Accredited as the first authentic smokehouse in the Middle East, Brisket Smokehouse specializes in aromatic and tender slow-smoked beef and poultry. Recently named the Best Smokehouse in Jordan, Brisket creates one-of-a-kind flavours, in-house, freshly made to showcase its highquality ingredients, natural taste, and brilliant textures – cooked to perfection with a unique blend of rubs, spices, and sauces. An irresistible experience found only in Amman-Jordan. Best Smokehouse 2021 - Jordan Established in 2014 by Ali Mortagui, Brisket Smokehouse provides an entirely rounded food experience. Brisket has been offering authentic smokehouse staples for nearly a decade, from smoky aromas to full-bodied seasonings. While it offers the traditional staples of slow smoked beef and poultry, Brisket also offers additional signature items that have placed the smokehouse on the map in Jordan and in the hearts of its many customers. With burgers, chicken wings, and prime steaks, Brisket can turn premium quality ingredients into a simple yet satisfying meal with rubs, spices and sauces made from scratch. Boring, traditional, and standard flavours do not live at Brisket, and its wildly loved combinations of textures and tastes creates an enriching experience – simply unforgettable and divine. Owner, Ali Mortagui, was previously an athlete for more than 25 years, so when it comes to food he is thoughtful and considerate about what goes into his body and the body of his family and customers. “Every cut of meat we serve has been thoroughly trimmed from hard tissue to excess fats. Thus creating not only a unique taste palate experience but also smooth sailing when it comes to digestion, avoiding that so-called ‘cement belly’ sensation after eating a hefty comfort meal,” explains Ali. At Brisket, food will always be provided with ultimate care, respect, and – of course – love. The items on the menu won’t get served unless they are up to their top-tier standards and approved by the owner himself – guaranteeing fresh, handmade, and quality products that are always prepared on site. As Brisket is a family-run business, each customer is treated as if they’ve walked into Ali’s home. Ali and his team create a homelike environment that permeates comfort, familiarity, and hospitality. Moreover, Brisket runs on the foundation of family culture, where everyone is part of the ‘Brisket family’ and is treated with utmost respect. “We are all Brisket comrades having the same goal. Therefore, the more the success we achieve means the more success we have for each of us,” Ali tells us. Overall, the main objective of the business is to maintain the superior quality of food and service. At Brisket, besides its primary objective, everything else is seen as trivial. Ali states, “We try to provide a whole rounded food experience during and after eating and our foods are as whole as it can get, nothing ready made or from a can, even the fries we make sure they are from whole potatoes, and our mashed potatoes are from scratch. We grind our own meats and so forth. In summary, I will never serve or feed our customers what I would not feed to my family.” Like many hospitality businesses experienced during the Covid-19 epidemic, there were significant challenges that Brisket had to face over the last few years due to restrictions and quarantines. With the market in chaos, many outlets went out of business, with standards and quality of products dropping during these times. However, Brisket ensured that it maintained its principles. Although it was difficult, Brisket established a plan to preserve the same quality of food and services. Thus, at Brisket, not only are standards impeccably high, but incredibly versatile and original. Ali explains, “Our uniqueness lies in our originality of flavour since we created everything from scratch. […] The financial crisis in 2008 happened, so I ended up 10 months without a job, and that is when I was messing around with smoking meats – specifically the brisket, after being fascinated watching the cooking channel I had no idea what was going on and decided i’m going to smoke that on TV myself. To cut the story short, it seems I have a few things up my sleeve when it came to smoking Brisket since I had no reference whatsoever regarding the standard of smoking, and that what makes up pop out as per our customers testimonials.” While Ali was a highly regarded professional in the white-collar world, he was granted a gift of passion and talent in the hospitality sector. Due to this, Brisket is renowned for its genuine originality. Ali never once went to school to study any techniques or flavour combinations but he was self-taught by curiosity and his inner innovation. Initially based in Amman-Jordan, Brisket has since expanded to Abu Dhabi, UAE and has recently signed a deal for Cairo, Egypt in 2022, creating a total of three delectable locations that one can visit. Additionally, due to its outstanding success, Brisket is also launching a second Cairo branch (fourth in total) in 2023, with plans for more expansion around the rest of the GCC. Due to his incredible talent, quality and unique flavour profile, Brisket is the best up and coming smokehouse in the Middle East, with a reputation that’s saturating the nation. Company Name: Brisket smokehouse Contact Name: Ali Mortagui Web Address: Contact Email: [email protected]
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