How One Entrepreneur is Serving Up New York’s Culinary History
Can you share a bit about your background and what inspired you to start your food tour company? Was there a specific moment or experience that sparked your journey in the tourism and culinary industry?
Bagels have always been my favorite food. In 2017, I was shocked to learn that New York City—the home of bagels, and a city with a food festival for just about every cuisine imaginable—had never had an event celebrating this iconic food. Although I worked at a hedge fund at the time, it became my mission to establish the first ever New York BagelFest. As the event grew over the years into a globally recognized trade and consumer show, it became evident that the city had a “hunger” for more bagel based experiences where people could connect with this beloved food on a deeper level.
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What makes your food tour unique? Are there any signature dishes, local stories, or hidden gems you are particularly proud to showcase to your guests?
What makes our tour unique is its singular focus on bagels—an iconic food that New York does better than anywhere else in the world. While it may seem niche, the surprisingly rich story of the bagel weaves together themes of religion, immigration, labor unions, craftsmanship, and more, making it a fascinating lens into history and culture. Our classes and tours are hands-on whenever possible. This blend of tasting, storytelling, history, and interactivity ensures every guest leaves with a deep appreciation for this beloved food.
What impact have your tours had on the local community? What’s something you hope to achieve in the future for the area?
Our experiences shine a spotlight on small businesses, elevating bagel shops and artisans who might otherwise go unnoticed. We’ve become kingmakers in the bagel industry, with top BagelFest award winners like PopUp Bagels leveraging their recognition to raise tens of millions of dollars. By increasing visibility for these businesses and fostering pride in bagel culture, we’ve helped put bagels on a global stage. Through bagel-making classes and industry workshops, we’ve also created opportunities for education and skill development. Seeing the strong demand for these experiences, I hope to expand this programming to reach even more people.
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What trends or opportunities do you see in food tourism right now? How is your company adapting to or leveraging these trends to enhance the traveler’s experience?
Food tourism is shifting from passive consumption to immersive, hands-on experiences where travelers connect with local culture and leave with a story or skill. At BagelUp, our hands-on classes embrace this trend, inviting guests to engage with bagels through all their senses. We’re also tapping into a growing demand in the corporate world, where food-driven activities like bagel-making are becoming popular for team building. These experiences foster connection, collaboration, and lasting memories—plus the satisfaction of creating something delicious together.
What tips or best practices can you share for effectively organizing food tours for group travelers? What impressions or stories are you trying to leave behind for guests after the tour is over?
First, focus on offering something guests can’t replicate on their own, whether it’s exclusive access, behind-the-scenes tours, or personalized interactions with chefs and artisans. Second, highlight the cultural, historical, and personal stories behind the food. A great tour isn’t just about tasting—it’s about understanding the people and traditions behind the flavors. Third, allow space for questions, socializing, and reflection. For example, we conclude each experience with a lively 6-question group quiz and a small prize, which encourages attentiveness, sparks friendly competition, and reinforces the key takeaways in a fun and memorable way.
What is one of the biggest challenges and rewards you’ve experienced while running your business? How did you navigate through these and how did it shape the way you approach future tours?
One of our biggest challenges has been overcoming the perception that a bagel-focused business might be too niche. We’ve tackled this by showcasing how the
bagel’s story spans universal themes like history, craftsmanship, and entrepreneurship, making it deeply relatable. The greatest reward has been connecting with guests from around the world—some experiencing a real bagel for the first time—in ways that truly surprise them. This is why we consistently hear feedback that our experiences “exceed expectations.”
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