I’m always on the lookout for a new burger in town. Fuddruckers remains a steady favorite, although when I’m in Dubai “Johnny Rockets’ quickly takes the lead. Unfortunately, I have yet to see a Johnny Rockets in Jeddah so I was happy to see a new burger chain opened nearby last year. Joe’s Diner is an American burger chain that opened in a small retail unit next to the Khalidiyah Supermarket branch of Danube.
They have since proved quite popular ... so much so that Joe’s has recently opened a second branch in the Star Avenue Mall. So they must be doing something right!
As it had been a while since my last visit, I decided to stop by the Khalidiyah branch to give more of their menu a go. Nestled between a Cinnabon and a Mobily Store, they aren’t hard to find, Joe’s certainly stands out.
Stepping inside is like walking into a traditional American diner, albeit slightly smaller. In terms of decor, they have the interior pretty much spot on. Ruby red leatherette bar stools run along the counter, while booth-like seating is also available for diners wanting to relax a little more.
Music playing on a live jukebox enhances the ’50s Diner feel, while retro signs and memorabilia hanging on the walls also add to the effect. For a moment, I felt like I could be anywhere.
Unfortunately, the windows quickly bring you back down to earth. They look out on to the car park, where numerous souls gawking at the diner, as if mesmerized by the glass windows, or perhaps the shiny interior.
The interior is not really the norm in Jeddah, but diners like these are taking off across town. More recently, we visited Back Street Diner off Prince Sultan Street. Another addition to Jeddah is Route 7 which has opened along a similar theme, and another soon to be opened venue is Diner 66 on Rawdah Street. It looks like burger joints are the new sushi bars in town, but for how long?
I decided to put the burgers at Joe’s to the test. I was handed a menu as I stepped in and after browsing through it I decided to go for a Mish Mash Burger (SR27), a fresh ground beef burger topped with beef frankfurter, melted cheese and onions. I also tried the Rooster, which is a marinated and grilled chicken breast topped with lettuce and mayonnaise. (SR18)
As I was thirsty, I also ordered their chocolate milkshake as the Miranda and Vanilla Ice Cream Float (SR10) sounded a tad too adventurous for my liking.
After paying the bill, I was politely informed my order would be ready in precisely 12 minutes, and that should I like to return they would have it ready waiting for me then. Twelve minutes later as promised it was ready.
The Mish Mash burger (apparently Joe’s favorite) looked great, but was a tad too greasy for my liking. This was a shame because the meat is actually pretty good. I would also like to see more cheese, finding the thin layer attached to the bread quite ration-like.
The sliced frankfurter resting between the meat and bun was also an interesting addition, but one — I was informed by the waiter — that is very popular among Joe’s customers. Sadly I was not one of them.
The Rooster (grilled chicken breast burger) in contrast was actually quite good, despite being covered in a layer of liberally applied mayonnaise. Accompanying both burgers was a fair portion of wedges that are common around town, It would be nice to see fresh wedges made on site and perhaps a greater variety of toppings for the burgers, like beef bacon, eggs or different cheeses.
As for the finale, (the chocolate milkshake), this was doused in a thick chocolate syrup and topped off with whipped cream. Despite being incredibly rich, it managed to complement the heaviness of the burgers and fries, and rounded the meal off quite nicely.
So if you’re looking for an alternative burger, in a diner-like atmosphere, head over to Joe’s for a chance to catch a Rooster or sample the Mish-Mash.
Address: Rawdah Street, Next to Khalidiyah District Danube
Tel: 92000 JOE’S (92000 5637)
(Rashed Islam is a food critic who hosts Jeddahfood.com)
