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Goldberg’s Bagel Company and Deli

Jewish Deli

4383 Roswell Road NE
Atlanta, GA 30342

1272 West Paces Ferry Road
Atlanta, GA 30327-2306

4520 Chamblee-Dunwoody Road
Atlanta, GA 30338-6202

Chef/Owner: Howard Aaron

Howard Aaron was born and raised in South Africa. He immigrated to the United States in September 1993 with no idea where he would land. He and his partner, Wayne Sax, found themselves in Atlanta, which felt like home to them. The warm, friendly people reminded them of South Africa, and they were welcomed by the large South African community here.

In South Africa, Howard and his three brothers owned a restaurant called Turn’n Tender, a family-oriented steakhouse. When he came to Atlanta, friends steered him to Godlberg’s Deli, telling him they served the best bagels in Atlanta. He and Wayne started talking with Morris and Jack Goldberg and by December 1993, they had bought the business. The Goldberg’s had started the deli on Roswell Road in 1972.

Howard and his partner opened a 2nd location on Paces Ferry five years ago in order to diversify from the primary business of bagels and cream cheese. They knew there was a need for a great Jewish restaurant in the city. They’ve opened a 2nd restaurant just one door down from the take-out bagel shop on Roswell Road, and a 4th location on Chamblee-Dunwoody Road. Today Goldberg’s bakes 500 dozen bagels a day, and 1000 dozen on the weekends.

Many of their recipes were inspired by Howard’s grandmother and her Eastern European cooking. Howard says he was always in the kitchen with his mother, watching her make her specialties like “taglach” and growing a love for cooking.

Chef Howard Made

  • Bagels
  • Challah
  • Brisket
  • Kugel

Download a printable version of these recipes.


Howard stresses that it’s important to use a high-gluten, unbleached, and unbromated flour to make the best bagels and challah. The most common grocery store brand in Atlanta that meets this standard is King Arthur Flour. Malt is available at health food stores. Professional bakers are aiming for a consistent yield from each batch of dough. They may use more yeast in cooler weather, and less in warmer weather.


  • 2 pounds flour
  • ½ ounce salt
  • 3 ounces dry malt
  • 1 tbsp. yeast
  • Water


Combine the dry ingredients with enough water to make an elastic dough. Knead thoroughly and allow to proof. Cut the dough into small pieces and roll each piece into a cigar shape. Join the ends of the cigars to make a circle and allow the bagels to proof again until doubled in size.

Boil the risen bagels in water for 1-2 minutes to form the traditional bagel crust, then bake at 500 degrees for 6-7 minutes.


  • 2 pounds unbleached, unbromated flour
  • ½ tbsp. dry yeast
  • 1 ounce malt
  • ½ ounce salt
  • 3 ounces sugar or honey
  • 3 eggs
  • Water


Combine the dry ingredients, then stir in eggs and sufficient water to make a firm dough. Let the dough rest until doubled in size, and then cut the dough into six pieces. Roll each piece out to make a long cylinder, and join the six pieces at the tip. You’ll have to watch Howard to see how to make the six-strand braid they use at Goldberg’s. If you’re on your own, form the six strands into 2 3-strand braids and place one on top of the other. Let the braided dough rise until doubled in size, and then bake at 350 degrees until golden brown.

For holidays, challah may be decorated with chocolate or vanilla icing spread over the warm challah. Before it sets, sprinkle the icing with raisins, chopped nuts, chocolate chips, or maraschino cherries. Drizzle with a contrasting chocolate and serve with pride.


At Goldberg’s they believe that “simple is best”.

  • 3-4 pounds of brisket, trimmed of excess fat
  • one stalk celery, diced
  • 2 medium onions, diced
  • salt, pepper, and minced garlic


Season the brisket with salt, pepper, and garlic. Put half the celery and onions in a baking pan, add the brisket, and then cover with the remaining celery and onions. Cover the pan tightly with foil and bake at 350 degrees for 2 hours. Turn the brisket about halfway through the cooking, and after 2 hours, leave it uncovered to brown the meat. Trim the remaining fat from the brisket and serve with the juices from the pan.


  • 5 pounds noodles, cooked
  • 3 cups crushed pineapple
  • 3 cups fruit cocktail
  • a handful of golden raisins
  • ¼ pound butter, melted
  • 1 cup sour cream
  • 6 large eggs
  • pinch cinnamon
  • 1 tbsp. vanilla extract


Combine all ingredients and sprinkle with additional cinnamon sugar if desired. Bake at 350 degrees for about 40 minutes or until kugel is set and top is browned.