NYC Bagel Bosses: Bagel Bosses of NYC on Tradition, Trends, and the Future of Bagels

The roundtable at the New York Restaurant Show brought together three of the city’s most seasoned bagel entrepreneurs—Melanie Frost of Es a Bagel, Matt Palmer of Zucker’s Bagels, and Matt Kliegman of Black Seed Bagel. Each traced their brand back to family roots, from a 1976 Brooklyn donut‑shop conversion to a Wall‑Street‑to‑bagel career pivot and a post‑Sandy partnership between New York and Montreal founders. While they celebrated 50 years of heritage, they all agreed that the secret behind iconic New York bagels is the soft, low‑mineral upstate water that perfects dough fermentation and gluten development.

Beyond tradition, the panel highlighted how bagels are evolving into an all‑day, multi‑use product. Zucker’s and Es a Bagel are opening locations in Newark and JFK terminals, turning airports into high‑traffic grab‑and‑go hubs. Catering orders surge when cold fronts hit the city, as businesses and schools opt for warm, portable meals. The conversation also touched on unconventional menu experiments—cinnamon‑raisin bagels with hot honey or salmon, rainbow bagels with strawberry cream cheese—showing that creative schmears and flavor twists keep customers coming back throughout breakfast, lunch and dinner.

Digital presence proved equally vital. All three brands leverage Instagram and TikTok influencers to attract foot traffic, yet they stress that lasting loyalty hinges on product consistency and friendly service. Black Seed Bagel, launched during the early social‑media boom, still benefits from organic follower growth, while Zucker’s invests in paid campaigns to reach the 50‑state market, including Alaska and Hawaii. Looking ahead, the founders see continued expansion through nationwide shipping, more airport locations, and deeper integration of data‑driven marketing, positioning New York bagels as a national staple rather than a regional curiosity.