Goldberg’s Bagel Company and Deli | This is Atlanta Cooking | PBA30


Goldberg's Bagel Company & DeliCourtesy Goldberg's Bagel Co.

Recipe: Goldberg’s Bagel Company and Deli

Morris and Jack Goldberg opened Goldberg's Bagel Company and Deli in 1972 on Roswell Road. Then in 1993 South Africa's Howard Aaron and Wayne Sax purchased the business after hearing about its locally-famous bagels. Since then, they've opened additional locations of the restaurant. Today, Goldberg's makes 500 dozen bagels a day and 1000 dozen on the weekends.

Many of the recipes on the menu were inspired by Aaron's grandmother and her Eastern European cooking, with whom he learned to cook specialties like “taglach” and grew a love for cooking.

During PBA30's visit to Goldberg's, 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.