Ess-a-Bagel on a roll with new store
BY GABE HERMAN
Manhattan mainstay Ess-a-Bagel has expanded to a
third location, with a new store near bustling Herald
The new bagelry, at 108 W. 32nd St., between Sixth and Seventh
Aves., celebrated its grand opening on May 20. It offers the
same classic bagels, large and fl uffy, from natural ingredients,
hand-rolled and baked on site.
The big space features an extensive menu that includes more
than 20 types of cream cheese, from vegetable to jalapeno, banana
nut to “lite scallion.”
There are plenty of egg options, and sandwich varieties,
such as fi sh, cheese, meat and salads. And there are side salads,
soups, knishes and more.
Ess-a-Bagel was founded in 1976 and remains a family-run
business. It was started by Florence and Gene Wilpon, and
Florence’s brother Aaron Wenzelberg. The original location, at
First Ave. and E. 21st St., often featured lines that went down
In 1993, Florence expanded to a second location, at 831
Third Ave., between E. 50th and 51st Sts.
After Florence’s death in 2013, her sister Muriel and niece
Melanie took the reins. In March 2015, the original First Ave.
location closed, but the company opened a new store the following
year nearby at 324 First Ave., at E. 19th St.
At the Herald Square grand opening, Melanie said she was
“very excited” about the third spot for the business. She said
there are no immediate plans for more stores, and as the business
expands, the focus is on keeping the authenticity.
PHOTO BY GABE HERMAN
The newest Ess-a-Bagel is nestled amid the bustle of Herald Square.
city a couple of years ago, when they
stayed open but had to close a little early.
A man was upset about the early closing
and said he had braved the storm to come
just for their bagels. Melanie said people’s
passion for the bagels can be a lot of pressure,
but it’s a good problem for a business
And Melanie is also proud of the charity
work they do, including with children
and to fi ght breast cancer.
Ess-a-Bagel’s new Herald Square location
is open 6 a.m. to 9 p.m. on weekdays,
and 6 a.m. to 5 p.m. on weekends.
More information can be found at ess-abagel32.
PHOTO BY GABE HERMAN
“It really was her baby,” she said of
aunt Florence’s connection with the bagel
business. “Made with lots of love, she
Ess-a-Bagel now ships nationally, and
is also in Brookfi eld Place, near the World
Trade Center, in the Amazon Go store.
Catering also brings in good business,
including breakfast catering for companies.
“Bagels are no longer just a New York
thing,” Melanie said. “They’ve gone
But the local love continues, even as
word has spread of the handmade bagels.
Melanie recalled a snowstorm in the
The store boasts more than 20 kinds of cream cheese.
Labyrinth Dance Theater presents
Conceived, Choreographed and Directed by Sasha Spielvogel
Celebrating and Honoring Thirty Years of Love, Loss and Hope; Gay Life in NYC 1965-1995
So I Can Say
Benefi tting GMHC
Ali Forney Center
Live Out Loud and
Broadway Cares/Equity Fights AIDS
Honorary Host Committee:
John Cameron Mitchell
and Tree of Stonewall
Special Thanks to:
June 14th–17th, 2019
The Alvin Ailey Citigroup Theater
405 West 55th Street, NYC
(at the Corner of 55th St. & 9th Ave.)
20 June 6, 2019 TVG Schneps Media