Beyond Brisket: How Newly-Opened Prime Time is Bringing New Flavor to Boro Park’s Food Scene

It is no secret that the palates of food consumers in Boro Park have evolved in recent years, resulting in the introduction of a slew of eateries to fill the demand. The restaurant business is not an easy one to break into, and it is crucial that a proprietor brings something unique…” to the table.”

Which brings us to Prime Time— opening its doors on Thirteenth Avenue in Boro Park this afternoon (Tuesday). 

Yossi Gershowitz spent his youth in Bnei Brak. But “from the moment I stepped foot in the United States, I spent every moment around food,” he tells BoroPark24 on the eve of opening Prime Time.  “I began by importing authentic hummus, and original condiments, to eating establishments all around Brooklyn—learning all about flavor, and all about where people’s food interests were heading.” 

One decade ago, Yossie opened “Prime Avenue” in Crown Heights—launching a brand that has grown and grown throughout this time, expanding to serving up prime selections of different cuisines within the Crown Heights community. After five years at Prime Avenue, he introduced Prime Wok (Chinese) and Prime Sandwich, which have become popular locales for that community. As he concludes a decade of expanding,  learning, and exploring in this industry, Yossi is set to bring it all together in Boro Park. 

What’s in a name? 

Yossi explains: “People have been steadily gravitating to foods with more flavor, and more layers of flavor. What I am bringing to Boro Park is the fusion of the “prime” of three different cuisines—based on my years of experience in serving them up; American, Chinese, and Mexican. Prime Time will be focused on the best that these three cuisines have to offer—with a designated, highly-trained chef for each. 

The second element is “time.” “People are busy these days, but they still want to enjoy good food. Prime Time does not feature sit-in dining, and orders are done digitally—suiting our busy lifestyle. But at the same time customers will know exactly what they are getting, through the efficient web ordering system, and the process will be quick and easy—getting customers delicious selections from different cuisines.

Yossi explains that a major emphasis of his has always been authenticity in flavor—staying true to the tradition of these dishes. To this end, he has a designated chef for each cuisine—ensuring that customers are getting the true flavors, and that the dishes are made to perfection. 

Hearing Yossi list some of the popular items on his menus—like nacho guac, prime beef rice, pulled brisket burger, pulled beef avocado toast, burrito bowl, crispy chicken and beef, general Tso, and so many more—is enough make one’s mouth water. 

Speaking to Yossi Gershowitz as he opens Prime Time on Thirteenth Avenue, one gets the sense that he’s prepared to fill mouths with authentic, flavorful dishes. 

Prime Time is located in the heart of Boro Park at 5023 13th Avenue. Order at Primetime13.com

Photos by: Lenskey Photo