Foodstuffs, August 27: Iconic New York City-Based Bagel Company Makes Moves to Meet Demand on the East End; A Reimagined Restaurant Week

Ess-a-Bagel, the well-known New York institution in New York City, is bringing its famous bagels and delicacies to the East End. Beginning this month, customers can order their favorite bagels, spreads, and newly created Ess-a-Bagel Hamptons Packages right to their doorsteps.

Founded in 1976, Ess-a-Bagel has always been a favorite among New Yorkers, who grab breakfast on the way to work or pick up big orders before heading east for the weekend. With life changing, the company has set up new distribution methods to bring all their well-known favorites to peoples’ doorsteps.

“We worked hard to figure out how to bring our bagels to our loyal customers,” says Melanie Frost, chief operating officer and second-generation owner of Ess-a-Bagel. “Many of our regular customers have now moved indefinitely to the East End and we wanted to make sure to reach them wherever they are.

“We understand there are many people that need help right now,” Frost adds. “We are actively exploring how we can support the local community in conjunction with this new initiative.”

Ess-a-Bagel had always planned to bring its products directly to the Hamptons, but COVID-19 expedited the company’s plans. Ess-a-Bagel has faced hard times before. The company was founded when Frost’s uncle lost his donut shop lease in Brooklyn and found an opportunity to open a bagel shop in New York City.

“Owing to recent events, Ess-a-Bagel quickly pivoted its business: it is being creative and staying strong, which includes teaming up with other restaurants to help one another,” Frost explains.

In addition to working with its many existing restaurant partners for local and nationwide delivery, Ess-a-Bagel has teamed with Juice Press for East End distribution.

“Local New York City businesses will undoubtedly come back stronger than ever, but we need to help each other get through this difficult period,” says Michael Karsch, CEO of Juice Press, which has locations throughout the East End. “Ess-a-Bagel is a NYC institution and we are proud to team up and share distribution resources in order to help one another. It is also better for the carbon footprint.”

According to the New York City Hospitality Alliance, restaurants and bars in New York City are struggling and have lost more than $120 billion in revenue since the city shut down.

“They’re really scrambling, trying to figure out what to do in this new world,” says Andrew Rigie, executive director of the alliance. “Ess-a-Bagel’s alignment with Juice Press is a prime example of how to partner with others to fulfill consumer demand, survive and thrive.”

Consumers can order from Ess-a-Bagel for delivery on Tuesdays, Fridays, Saturdays or Sundays to have items delivered to their homes. Fun and practical packages were created for the Hamptons, such as The Ess-a-Bagel Hampton Weekender, Daytripper, Veggie Delight, Lox of Love, and others, including a special Kids Package. Delivery costs are built into the price of all packages.

Customers can go directly to Ess-a-Bagel’s website at ess-a-bagel.com, click on the “Hamptons & Tristate Tab” and order from the newly created Hamptons menu.

Going beyond distribution partners, the company will team up with local organizations to offer assistance and to create long-term partnerships in the community that will remain for years to come. Giving back is an integral part of Ess-a-Bagel’s history, having given donations over the years to many causes. In recent months and since the onset of COVID-19, the company has provided food donations, breakfasts and lunches to numerous hospitals and charitable organizations throughout New York City and the tristate area.

Ess-a-Bagel is currently working with companies that have offices in New York City and the surrounding boroughs.

“We have created a big Welcome Back to Work campaign,” says Frost. We know it is a different world now, so we are collaborating with firms to meet their individual needs — from offering more ‘grab and go’ items to catering individually-wrapped breakfasts, lunches, and dinners. We are ready when New York City is ready.”

Ess-a-Bagel is available for nationwide shipping through Goldbelly. Jewish Holiday and corporate catering will also continue to be available. As the late Florence Wilpon, founder of Ess-a-Bagel, always said, “Ess-a-Bagel was my baby and was made with a lot of love.” “We are ready for the ‘new normal’ but Ess-a-Bagel will continue to bring that same love and comfort food to people during these difficult times,” said Melanie Frost.

Ess-a-Bagel was established in 1976 by Florence and Gene Wilpon and Florence’s brother Aaron Wenzelberg. Coming from an Austrian baking family, the art of baking or crafting the perfect bagel came naturally to them. Within two years of opening, Ess-a-Bagel was voted No. 1 in the tristate area and had attracted a loyal following. In 1992, Ess-a-Bagel expanded and opened a second location in Midtown Manhattan. In 2019, Ess-a-Bagel opened a third location right down the block from Penn Station. Ess-a-Bagel does not use any animal products (no milk or eggs) in its bagels and they are nut-free as well as certified kosher by Tablet-K. Loyal customers have enjoyed the delicious offerings at Ess-a-Bagel for 44 years, creating lasting memories with delicious meals and enjoying the classic bagel and shmear for generations.

The wildly successful dining experience known as East End Restaurant Week, (eastendrestaurantweek.com) is changing things up this year. Postponed in March due to restrictions from COVID-19, East End Restaurant Week will now take place from Thursday, October 1, through Thursday, October 8, 2020.

This year, the event is all about raising money for those in need. Local independent restaurants are the backbone of local communities and year-round residents of our resort community rely on the peak season to get through the winter months. Which is why this year, East End Restaurant Week is dedicated to raising money for two worthy organizations: the Independent Restaurant Coalition (saverestaurants.com), which supports local restaurants and bars and advocates for much needed legislative change and industry relief, and All for the East End (aftee.org), whose “Feed the Need” campaign supports East End food pantries and non-profits addressing food instability and other issues caused by the pandemic.

“Now more than ever, we want to make a difference for two groups in need: restaurants and food instability,” offers Steve Haweeli, president of the Long Island Restaurant and Hospitality Group which organizes the week.

“Since the beginning of the pandemic, AFTEE has focused on supporting local food pantries and other non-profit organizations that have seen unprecedented demand for their services,” says AFTEE president Claudia Pilato. “We are honored to partner with East End Restaurant Week, which is helping to bring attention to the challenges involving both sustaining our local restaurants and food instability within our community. We thank everyone who is participating.”

Andrew Zimmern, host of “What’s Eating America” on MSNBC and “Family Dinner” on the Magnolia Network, is a chef and co-founder of the Independent Restaurant Coalition. He says, “There is no greater way for the public to support their communities than to help independent restaurants. Activations like East End Restaurant Week keep local economies moving, create or maintain jobs, provide farmers with an outlet for their goods, and so on. This year, with some proceeds benefiting the Independent Restaurant Coalition, diners are doubling down, allowing the IRC to continue to do its vital work advocating for this incredible industry on Capitol Hill.”

Participating eateries in East End Restaurant Week will offer a unique three-course prix fixe menu for $32.95 every night they are open, except Saturday when the menu may only be offered until 7 p.m. Each participant is required to offer three options per course. Many restaurants will be offering the promotion for takeout as well as for limited indoor and outdoor dining.

The promotion will also feature a lodging component offering an option for a discount getaway on the East End. Each participating lodging property will offer a minimum 10-percent discount off a stay during the promotion. The popular restaurant week was first launched as Hamptons Restaurant Week in 2003. What began as a South Fork promotion has grown to encompass all of the East End.

“We also hope to attract visitors from all over Long Island and New York City with the discount lodging component,” states Haweeli.

For a full list of participants and how to donate, visit eastendrestaurantweek.com.