Sometimes I wonder if anyoneâ€™s been shot over a piece of brisket. I knew that if you served the wrong type of sauce or rub on a rib in the wrong part of a country, you risked starting a war. But, I didnâ€™t know just how hardcore the BBQ crowd could be until a few weeks ago when, as Chicago correspondent for SeriousEats.com, I declared thatChicago BBQ was better than Memphis BBQ. Commenters responding to my story impeached my sanity and my city (referring to Chicago as Podunk). These are the same folks who call fall-of-the-bone meat â€œbaby food,â€ or baked ribs â€œpork jelloâ€ and who start nasty rumors about places with automated smokers. Tiger Woods probably has a better shot at reconciling with his wife than any potential restaurateur does pleasing the BBQ illuminati.
And sure enough, even before Brand BBQ Market opened in Logan Square six weeks ago, the BBQ vanguard were already debating Brandâ€™s definition of burnt ends and making fun of their smoked tofu offering.Â Smoke groupies started asking about Brandâ€™s specific cooking temperatures, times and equipment (Cook Shack smoker filled with apple and cherry wood) before the first timbers had ever been stoked. The whole thing felt like a bunch of â€œStar Warsâ€ groupies debating what kind of metal to use when recreating Princess Leiaâ€™s Jedi-era bikini. Although, having just discovered the websiteleiasmetalbikini.comÂ which sports the tag line â€œWhat happens in Jabbaâ€™s palace stays in Jabbaâ€™s Palaceâ€ (unless you work at a comic-book store, the bikini galleries may not be safe for work), I think Iâ€™ll cast my lot with the BBQ crowd.
Despite poking fun, I can appreciate the staunch guardianship of tradition. Certainly it raises standards and ensures that anyone who wants to smoke meat for a living put a little skin in the game and thus we all hopefully get better food. However, I think such nitpicking also intimidates those who might otherwise practice the smoky arts and robs us of BBQ innovation.
Consider those burnt-ends, traditionally the fatty smaller ends or points of a piece of beef brisket that are transformed by heat and smoke into a carbonized yet molasses-covered bit of beef candy. Legendary New Yorker scribe Calvin Trillin, a man who knows food like Ken Jennings knows trivia, and who eats heaping plates of burnt ends, once suggested that the original Arthur Bryantâ€™s (thought to be the originator of burnt ends) in Kansas City was â€œpossibly the single best restaurant in the world.â€
Unlike the single-smoking Bryantâ€™s, Brand double-smokes their burnt ends and then deep fries and smothers the top of their mac-and-cheese with them. What youâ€™re left with is sort of a sweet beef bacon-like hunk of crispy skin and melty fatâ€”a stark, and for me preferable, textural contrast to the traditional chewier burnt end.
Brand also circumvents tradition with one of its pit-masters, or I should say pit-mistress, Charity Smith, a Cooking and Hospitality Institute of Chicago culinary grad and veteran of the Stanleyâ€™s Kitchen and Tap restaurant group. While the BBQ world isnâ€™t quite the Augusta National Golf Club, itâ€™s still dominated by a coterie of men, often of the trucker-hat-wearing Santa-bearded-and-bellied variety. Smith, on the other hand, with her sharp air-slicing ponytail, mischievous Tina Fey-like eye glint and dark-rimmed librarian glasses, would have been a prime candidate for Van Halenâ€™s â€œHot for Teacherâ€ video.
She may look like a bottled-up minx, but sheâ€™s a vicious carnivore. When I ask her about her cooking philosophy, she declares, â€œI love fat. I love meat. The fattier the brisket, the better.â€ Iâ€™m not sure she thinks Iâ€™m convinced, so after a beat of silence she reiterates, â€œI love fat, meat and more fat.â€ After I bite into a melting hunk of pork-belly confit kissed with smoke and sporting a golden glinting pane of crispy skin drizzled with maple mayo, thereâ€™s no doubt.
However, if you need more convincing, consider that Smith also invented the â€œBrandcheesie,â€ a well-endowed venison sausage stuffed with sweet, pungent, oozy gorgonzola-wrapped in crispy bacon, swaddled in fried onions and drizzled with brandy cherry bbq sauce. Itâ€™s unfortunate Brand is only open until 10pm, because Iâ€™d really like to be ending a lot more drunken nights indulging in this, the most glorious hangover helper since deep-fried Twinkies at the old Swank Franks.
Pulled duck. while not as cholesterol-level threatening as the venison sausage, is lusciously moist and lightly touched with smoke, a nice move that allows the touch of pleasant wild meat flavor to shine. Balking bubbas will certainly bemoan the mild brisket showing a bare whiff of smoke. Likewise, a couple of tough ribs had me humming Otis Reddingâ€™s â€œTry a Little Tenderness.â€ But, whatever lack in pure traditional BBQ Brand may have, they more than make up for it with tasty innovation.
Brand BBQ Market, 2824 W. Armitage, (773)687-8148