New York look-alike has attracted queues around the block in Primrose Hill for bagels and schmears this way and that way right up to a special – at an amazing £14 if you have the works. The bagel has never been so hip. The Insta account has a good Jewish/Florida sense of humour. Plus there is merch. To beat the queues it is possible to order ahead off the web site.
If the north London Jewish deli chain Roni’s thought they had the area stitched, then mistake, but they have opened opposite with more breads and more seating, and altogether more sedate offering, so the bagel war is in full tilt (and around the corner is a little Bread Pedlar outlet for those who favour more European breads). Ironically the opening coincided with east London Brick Lane bagel shop (the yellow one, as opposed to the white one a few doors down) for so long regarded as the compass point closing after a feud with the landlord. It claims to have been established back in 1885. Happily it is back in business now…and so is its rival Bagel Bake which has online too, established in 1974 and is open 24 hours. They sell 3,000 a day and get through 100 kilos of cream cheese a week
It’s Bagels have eleven variations, plus 10 schmears plus salads of white fish or egg, and you can diy. A new outlet is now open off Portobello Road in Notting Hill.
But there is competition in the shape B-Bagel who have shops already in Brent Cross and Soho and have taken on the old Roni’s in Swains Lane which illustrates the point that old-deli-retail has to give way to the new kid on the block. The menu is slick from New York to four variations for vegans and a strong line in platters for office lunches via Deliveroo.
