KANSAS CITY, MO — Assembling the perfect bagel order is a rite of passage for New Yorkers, picking out just the right mix of toppings to pair with their bagel of choice. Ess-a-Bagel is one of the institutions that feeds into this piece of the Big Apple’s culinary culture.
“The Ess-a-Bagel experience starts long before the first bite, from the aroma of freshly baked bagels to the visual of our signature oversized, hand-rolled shape,” said Melanie Frost, CEO of Ess-a-Bagel. “We design our menu and service to tap into nostalgia and connection: that feeling of comfort and community that a great New York bagel brings. Whether it’s the sound of bagels being sliced behind the counter or the energy of the shop itself, we want every visit to feel like a moment worth savoring.”
This is what spurs innovation with a nod to nostalgia at the family-owned business. Customer feedback and food trends inspire prospective menu additions at Ess-a-Bagel. Limited runs of new bagel flavors and colors, schmears, and sandwiches offer the bakery a way to test the waters before cementing a new menu item.
“We cater to what consumers want and try to come up with ideas that match,” said Nathan Turtledove, strategy and operations lead at Ess-a-Bagel. “At the end of the day, the customers dictate what we do.”
Some experimental varieties have become cult favorites, such as the all-green St. Paddy’s Day bagel that sells out year after year.
An artisan’s touch
Stepping into Ess-a-Bagel’s West 32nd Street location offers a glimpse of why the bakery has remained popular since its founding 50 years ago. While a case piled high with schmears catches customers’ eyes right away, the magic truly happens in the back-of-house.
A business of this scale could opt for additional automation, yet Ess-a-Bagel employees still hand-roll its bagels at several of its brick-and-mortar storefronts. With customers seeking an artisan touch from their baked goods, this manual task is part of what keeps foot traffic steady.
“Customers return for the authenticity, that perfect blend of chewy on the inside and crunchy on the outside that defines a true New York bagel,” Melanie said. “But just as importantly, they come back for the experience: the friendly staff, the smell of freshly baked bagels, the sense of community that’s been part of Ess-a-Bagel since 1976.”
Throughout the day, bakers prep eye-catching catering trays with lox rosettes and tomato and cucumber slices while more employees assemble orders for the queue of regulars and newcomers, whether they’re ordering a classic sandwich like a bacon, egg and cheese on an everything bagel or a more unconventional option such as a rainbow bagel with OREO schmear.
Ess-a-Bagel has perfected its process, and, in turn, has seen major growth. Today, the shop has six brick-and-mortar locations across NYC and New Jersey, as well as par-baked and wholesale programs that created a national footprint. It’s also earned several industry nods, such as the Best of the Boroughs win at BagelFest 2025. Setting forth into its next era, the bagel shop’s commitment to authenticity persists.
“As we grow and reach new audiences, our goal remains the same,” Melanie said. “To share that authentic New York bagel experience with as many people as possible, without ever losing the warmth and personality that make Ess-a-Bagel truly special.”
This bakery was featured in the March 2026 Craft to Crumb special edition mini-mag. Read the full Roadshow in the digital issue here.
