Bagels and Competition in Florida

Snowbirds leaving New York for Florida have been bringing their favorite foods along for years. Deli culture, pizza, and bagels—it’s all part of what they crave in their new home.

The recent expansion of H&H Bagels, a well-known New York brand, has added fuel to the discussion about bagel authenticity in Florida. Interestingly, Brooklyn Water Bagels, a local chain that prides itself on New York-style bagels, already has a significant presence in the state.

At the heart of the matter seems to be water. Both companies argue that it’s the key to creating genuinely authentic New York bagels. But they have different strategies to maintain what they believe is that crucial element, especially for the many former New Yorkers now living in Florida.

Brooklyn Water Bagels kicked off its journey in Florida with its first location in Delray Beach in 2009 and has expanded to 21 stores across the state. “Florida has a great mix of people,” notes Daniel Smith, the CEO of Brooklyn Water Bagels. He appreciates how many of the patrons are retirees longing for the bagels they once enjoyed back home.

The brand has built its identity on the idea that to get that distinctive New York bagel taste, you need the right water—or something similar. Rather than simply transporting bagels from New York, Brooklyn Water Bagels uses a specialized system to treat Florida’s water, then adds minerals to mimic the qualities of New York water. “A lot of effort went into finding a way to recreate New York water in Florida,” Smith explained. This modified water is used in several stages of production, from boiling to baking.

On the flip side, H&H Bagels, which has been a staple in New York for over 50 years and featured in shows like “Seinfeld,” takes a different route. They opened their first store out of state in Boca Raton in 2024. CEO Jay Racine emphasizes that authenticity comes from producing the bagels in New York. Their bagels are crafted in a Queens bakery with real New York water, then partially baked, frozen, and shipped to Florida for finishing touches.

Rusin, another spokesperson for H&H, is adamant that water is only part of the recipe—process and materials are equally crucial. “It’s not only great water, but also the method of making bagels,” he remarked. While some establishments might cut corners to save time and money, H&H maintains its quality by sticking closely to traditional techniques.

Rusin is also proud of the quality of their flour, which contributes significantly to the protein content in their bagels. “Our bagels pack 13 to 14 grams of protein. That’s a direct reflection of the flour we use,” he added.

The initial reception to H&H’s expansion in Florida was overwhelmingly positive. Since then, they’ve opened more stores, with plans for even further growth. Meanwhile, Brooklyn Water Bagels doesn’t see H&H as a direct threat but rather as part of a vibrant food community. Smith keeps an eye on competitors and values the healthy competition.

In this evolving landscape, PopUp Bagels has also recently joined the fray, adding to the already competitive breakfast scene in Florida. With its unique “grip, lip, dip” approach, it has opened several locations and garnered attention. Tori Bartlett, the CEO, remarked on the sociable atmosphere of Florida and how it suits their brand perfectly.

As the bagel wars continue in Florida, one thing is clear—whether it’s Brooklyn Water, H&H, or newer entries like PopUp, bagels are becoming an integral part of the Florida culinary identity.