Bagel Competition Heats Up in Midtown
New York City and its beloved bagels are practically synonymous. On nearly every corner, bagel shops are serving up warm dough and chewy delights. Yet, there’s a surprising battleground taking shape in a bustling stretch of Midtown.
On West 35th Street, nestled between Seventh and Eighth Avenues, three key contenders—Best Bagels & Coffee, Liberty Bagels, and Apollo Bagels—are fiercely competing for the top spot.
This small stretch stands out as the only place in Manhattan featuring such a concentration of bagel shops, situated in an area previously dubbed 42BELOW by The Post, based on insights from LiveXYZ.
The zone stretching from West 30th to 42nd Streets, and 6th to 8th Avenues, has evolved into a lively hub for shopping and lodging. With tourists and locals lining the streets, the competition among bagel vendors is even more intense than the shop owners anticipated.
Best Bagels & Coffee has been serving patrons at 225 W. 35th St. since 2015, while Liberty Bagels opened its first location in 2018 at 260 W. 35th St., followed by a new outlet at 462 7th Avenue. Apollo recently added to the mix with a location at 224 W. 35th St.
Ryan Daley of the Garment District Alliance mentioned that mornings now draw more people to this stretch for their favorite bagels. With over 3.5 million hotel guests and significant foot traffic due to nearby attractions like the Port Authority Bus Terminal, it’s no wonder this neighborhood has become a food hot spot.
Local spots like Best and Liberty have generated constant buzz, particularly after Best Bagels was featured on a coveted list of the best bagels in NYC. This recognition has not only drawn in regulars but also contributed to longer lines.
Sam Nektaroff, owner of Lush Passport NYC, has witnessed the transformation of this area over his 15 years in business. He remarked that Best was previously the sole option, until Liberty opened up, quickly changing the dynamics and causing lines to flow out the door.
The arrival of more bagel shops has increased the crowd size. Nektaroff noted that the audience now reflects a mix of locals and tourists. With the opening of the new shops, what was once a quiet block has turned into a popular destination akin to Katz’s Deli.
Victor Mejia, co-owner of Liberty, sees this new competition as a sign that the neighborhood has become a must-visit spot. He pointed to the area’s convenient access to major transportation hubs and popular attractions. After Liberty’s ranking in the top 10% of breakfast venues on TripAdvisor, their new clientele swelled, bolstered further by viral content on social media.
Mejia is adamant that competition fosters innovation. He shares that sometimes, rival shops even send employees to snoop around, searching for secrets to their success.
Liberty thrives on its speed and colorful menu, offering various house-made meats and salads, and an array of cream cheeses made fresh daily. One standout item is their visually appealing rainbow bagel, which has gained quite a following online.
Joey Scalabrino, founder of Apollo, expressed that his choice of location was deliberate, aiming to be at the heart of the action. His goal is to deliver quality products daily and ensure that both locals and visitors keep coming back.
Alana Glass, a local resident, enjoys her classic cream cheese and tomato bagel but prefers to avoid long lines, opting for Apollo’s Williamsburg spot instead.
A Cobble Hill resident shared that while they often see long lines, they’re inclined to seek out alternatives rather than wait. On the other hand, Upper East Side resident Thomas Palladino is willing to venture out for a good bagel, finding options limited in his own neighborhood. He suggested visiting during less busy hours to skip the crowds.
Palladino, a native New Yorker, expressed that bagels hold a special place in his heart, remarking on their unique texture and taste that’s hard to match outside the city. His personal favorite? The Bacon Honey Sriracha—and he also has a soft spot for Banana Nutella when feeling adventurous.
While West 35th Street showcases a vibrant bagel scene, the trend seems to extend across the city. In fact, the number of bagel stores in Manhattan has surged by nearly 68%, climbing from 81 in the first quarter of 2020 to 136 in Q1 of 2026.
Despite this growth, New Yorkers are still mindful of the costs. Glass remarked that while bagel sandwiches can approach $17, there’s a certain New York vibe to ordering freely—until the bill hits and reality sets in.
