A Legacy of Excellence: Wayne Saxe and Howard Aaron Named 2026 GRACE Lifetime Achievement Award Recipients
The Georgia Restaurant Association (GRA) has announced that Wayne Saxe and Howard Aaron, the visionary partners behind the iconic Goldbergs Group, will be honored with the prestigious 2026 GRACE (Georgia Restaurant Association Crystal of Excellence) Awards Lifetime Achievement Award. The announcement marks a significant milestone in the history of Georgia’s hospitality sector, celebrating two men who transformed a modest neighborhood bagel shop into a multifaceted, multi-industry powerhouse.
The duo will be formally recognized at the annual GRACE Awards Gala on Monday, December 7, 2026. This honor serves as a capstone to a three-decade journey defined by entrepreneurial grit, a commitment to quality, and a deeply held philosophy that the heart of any business lies in its people.
The Genesis of a Partnership: From Johannesburg to Atlanta
To understand the success of the Goldbergs Group, one must look back to the origins of its founders in Johannesburg, South Africa. Before they were titans of the Atlanta culinary scene, Saxe and Aaron were navigating their own distinct professional paths.
Wayne Saxe began his career in the world of finance, working as an accountant. It was here that he first encountered the complexities of the restaurant industry, not as a chef, but as an investor looking at the bottom line of a struggling establishment. The experience sparked a latent passion, transitioning him from the rigid world of spreadsheets to the dynamic, high-stakes environment of hospitality.
Howard Aaron’s journey was more visceral. Entering the industry in 1972, he learned the trade from the ground up, working in virtually every role a restaurant has to offer. By the time he and Saxe met, Aaron was an experienced operator who understood the mechanics of the kitchen, the dining room, and the supply chain. Their paths officially converged when Aaron began supplying meat to one of Saxe’s early restaurant ventures. The professional synergy was immediate, evolving quickly into a robust friendship and a business partnership that would eventually span continents.
Driven by a shared vision of building a legacy, the two men made the bold decision to relocate to the United States. In 1992, they acquired "Goldberg & Son," a small, local bagel business in Atlanta. They saw not just a shop, but the potential to build a brand rooted in community, consistency, and culinary integrity.
Chronology of Growth: Scaling a Neighborhood Icon
The trajectory of the Goldbergs Group is a masterclass in controlled, strategic scaling. Over the past 30 years, the company has undergone several distinct phases of evolution:
- 1992: The Foundation. Saxe and Aaron acquire Goldberg & Son. The focus during this period was on perfecting the product and establishing a neighborhood presence that prioritized the customer experience.
- 1995–2005: Cultivating the Brand. As the popularity of their deli-style offerings grew, the partners expanded their footprint. They maintained the "neighborhood feel" even as they opened multiple locations across the Atlanta metro area, turning Goldbergs into a household name for generations of families.
- 2005–2015: Vertical Integration. Recognizing that reliance on third-party suppliers could threaten quality, Wayne Saxe pioneered the company’s internal food manufacturing capabilities. Starting in a small kitchen at the West Paces Ferry location, the company began producing its own signature deli favorites, such as chicken salad and tuna salad. This shift was critical; it allowed for total control over the product, ensuring the same quality was delivered across every outlet.
- 2015–Present: Diversification. Building on their manufacturing success, the pair expanded into aviation food service and high-volume catering. This allowed the Goldbergs Group to transcend the traditional "restaurant" label, becoming a diversified hospitality enterprise that serves customers in the air, at large-scale events, and at their dining tables.
The Pillars of Success: Innovation and Employee-Centric Leadership
The success of the Goldbergs Group is not accidental; it is the result of a symbiotic leadership style. While Saxe and Aaron divide their focus, their philosophies overlap in the areas that matter most: long-term sustainability and employee welfare.
The Visionary: Wayne Saxe
Saxe’s contribution has been largely centered on entrepreneurial growth and operational efficiency. His ability to identify new business channels—such as the pivot toward aviation and manufacturing—has provided the company with a diverse revenue stream. By treating the restaurant as a manufacturing floor for quality, he ensured that the brand’s expansion never came at the cost of its identity.
The Operator: Howard Aaron
Aaron’s focus has consistently been on the human element. His "boots on the ground" approach is well-known within the company. Having worked every role in the house, Aaron possesses an innate ability to mentor staff and foster a culture of accountability. He has long maintained that the most effective way to lead is to listen—both to the employees who manage the daily rush and the customers who frequent their establishments. This focus on internal culture has resulted in remarkably high employee retention, a rarity in an industry known for high turnover.
Official Responses and Industry Impact
The announcement of the Lifetime Achievement Award has drawn praise from across the Georgia restaurant landscape. Stephanie Fischer, President and CEO of the Georgia Restaurant Association, noted that the selection of Saxe and Aaron was an easy decision for the board.
"Wayne and Howard have made an incredible impact on Georgia’s restaurant industry," Fischer stated. "What they have accomplished with Goldbergs is a testament to their vision, determination, and commitment to doing things the right way. They have successfully grown and diversified their business while never losing sight of the importance of their employees, their customers, and the communities they serve. Their story is a wonderful example of the opportunities our industry provides and the lasting impact that great hospitality leaders can have."
Industry analysts point to the Goldbergs Group as a case study for "resilient growth." By avoiding the pitfalls of over-expansion and maintaining a laser focus on their core product—quality deli food—they have remained relevant in an era where many traditional brands have struggled to adapt to changing consumer habits.
Implications: A New Standard for Hospitality Leaders
The awarding of the GRACE Lifetime Achievement Award to Saxe and Aaron carries significant implications for the future of the industry. It signals a move away from honoring only the "flashiest" concepts and toward recognizing leaders who build durable, institution-grade companies.
Mentorship and Career Development
One of the most profound impacts of the Goldbergs Group has been its role as a training ground. Because the group operates in multiple sectors—manufacturing, catering, aviation, and retail—employees have the unique opportunity to develop diverse skill sets within a single organization. This creates a pipeline of talent that stays with the company for years, or moves on to become leaders elsewhere in the industry, carrying the Goldbergs philosophy with them.
Community Integration
Goldbergs has managed the rare feat of becoming a "third place" for many Atlantans—a location between work and home where generations of families have gathered. In an increasingly digital world, the importance of these physical gathering spaces cannot be overstated. By keeping their establishments approachable and high-quality, Saxe and Aaron have preserved a sense of community that is essential to the social fabric of the city.
Conclusion: Looking Ahead to the 2026 Gala
As the industry looks forward to the December 2026 Gala, the focus remains on the lessons learned from Saxe and Aaron’s three-decade tenure. Their partnership serves as a blueprint for success in a volatile industry: align your values, invest in your people, and never stop innovating, even when you have already reached the top.
The Lifetime Achievement Award is more than just a trophy; it is a recognition of the thousands of hours, millions of bagels, and countless career milestones that define the Goldbergs legacy. For those attending the gala in December, the evening will be an opportunity to celebrate not just the company, but the two men who turned a small dream into a Georgia institution.
For more information on the GRACE Awards, or to explore sponsorship and ticket opportunities, industry professionals are encouraged to visit garestaurants.org/GRACE. As the industry continues to evolve, the story of Wayne Saxe and Howard Aaron stands as a reminder that the best way to predict the future of the restaurant business is to build it with a commitment to people, quality, and community.
