Watch: How UAE’s Hassan Naja, winner of world’s best burger championship, prepares his masterpiece

Dubai: Until a few months ago, Lebanese expat Hassan Naja was known in his circles as a corporate director who described himself as a home cook due to his passion for cooking. In November, Naja triumphed in the World’s Best Burger Championship in the US, becoming a sought-after name in Dubai’s pop-up markets and prestigious events.

Speaking to Gulf News while preparing “the world’s best burger” at a recent event hosted by the American missions in the UAE to mark the 249th US National Day, Naja shared how the special burger is made and his plan to launch a flagship outlet in Dubai soon with new recipes and premium offerings.

Naja holds a Bachelor of Engineering and an MBA from ESCP Europe, where he is now pursuing his PhD. While he navigated the corporate corridor as the Regional Commercial Excellence Director for the MENA region at Arla Foods, he often meandered into the kitchen for grilling and searing some burgers and other favourite foods.

Battle of the Burgers

“I started cooking for friends and family as a hobby,” he said.

However, his culinary journey transformed him to a burger champion after he met Tarek Sultani and Ola Jaroudi, founders of Cucina del ’Sul who were instrumental in organising the Battle of the Burgers in MENA, the regional version of the World Burger Championship. Naja signed up and eventually won the battle of cooks of all levels from GCC, Middle East and North Africa.

“I was thrilled when my burger, “One More,” won and we got the golden ticket to go to the finals in Indianapolis in the US. We beat everyone and brought the cup home.”

Naja’s burger outperformed over 700 competitors from around the world.

What’s his secret?

He said the key to his winning burger recipe lies in his commitment to quality ingredients. “It’s not your typical ketchup, mayo, and mustard burger,” he explained.

“We use a unique blend of meats that is usually not used in the burger and special cheeses—both fresh and aged—and an elevated truffle sauce.

Even the bun is custom-made, so there is nothing in it that you will find abundantly available. Everything is special and this is what has differentiated it from everything else.”

What’s cooking up now?

After winning the coveted title, his passion for burgers is evolving into the launch of an established business.

“Since winning the championship, it’s been amazing,” Naja shared. “We’ve done a lot of pop-ups locally and at major events. Now, I’m hoping to open my first flagship store here in the UAE, in Dubai. We’ll see how it goes.”

He revealed that his brand will carry the same moniker that made him a household name in the burger world.

However, Naja said he remains dedicated to his current corporate role. “It’s still a passion project for me. I do it only on weekends,” he said about the burger business.

Looking ahead, he is eager to introduce new burger creations to his fans and conquer the next title in the World Food Championship 2025.

“Two new burgers are coming soon. One is called ‘The Tickler,’ and the other, ‘The Feathered One,’ which is a chicken burger. I’ll also be launching a special sandwich called ‘Phoenician Dip, which is made with prime rib US beef. I will be competing with that sandwich in the upcoming World Food Championship in the sandwich category.”

Naja added that he aims to keep prices reasonable, despite using premium ingredients.