The Willow Glen Resident

Photograph by Skye Dunlap

Bagel Break: Since it opened a month ago, Manhattan Bagel has become a popular stop on Lincoln Avenue, its owner says.

New bagel store finds success in Willow Glen

Nearby competitor reports slow sales

By Cecily Barnes

With its fluorescent red sign, outdoor seating and lucrative location adjacent to Starbucks Coffee, the month-old Manhattan Bagel has been slicing, toasting and spreading bagels by the dozen.

"It has been nonstop for the past week and a half," owner Rich Citarrella said. "Our first real week, we had Founders Day, which was considerably more business than we would have on a typical Saturday. We're still learning our skills. It's been trial by fire."

But while Manhattan Bagel is struggling to deal with all the new customers, Willow Glen Bagels, across the street, has seen a drop in business.

"Before they opened, we had more customers," said Willow Glen Bagels owner Socheat Chum, who bought the store six months ago. "I don't understand why the city let another bagel store open. I think it's OK with Noah's because it's so far away, one block up the street, but this is so close."

Despite Chum's woes that Manhattan Bagel is to blame for slowed business, Citarrella says he doesn't consider the two bagel stores to be competitors. Their products, Citarrella says, are entirely different.

"At Manhattan Bagel, you can have a bacon and egg sandwich for breakfast or get a ham sandwich for lunch," Citarrella said. "I don't think we are filling the same needs. I wish them well, but I don't think we are competing."

Manhattan Bagel customers too, said that they didn't switch over from Willow Glen Bagels, but in most cases they didn't go there in the first place.

"It just didn't attract us," Willow Glen resident Christine Brink said about Willow Glen Bagels. "We would usually just get something at Starbucks."

When Noah's Bagels opens at a new shopping center scheduled to begin business at Christmas time, Citarrella believes he will lose some customers to this competitor. However, he adds, Manhattan Bagel's product is different enough that competition shouldn't be too steep.

"I think Noah's has an excellent product, but I don't think their bagel is anything like the bagel that I grew up with," Citarrella said. "Our bagel is boiled before it is baked; it comes out harder on the outside and chewier on the inside. Noah's steams their products, so it seems more like a bread than a bagel."

Manhattan Bagel also has a lucrative location on its side, smack-dab next to Starbucks, easily one of the busiest stops on Lincoln Avenue.

Starbucks patrons say rather than purchasing a scone or piece of bread, they've been taking their coffee and walking next door for a bagel.

"We usually just go to Starbucks, but this place opened up, so we decided we would grab a bagel, too," Willow Glen resident Christina Cervantez said on her way out of Manhattan Bagel.

Other bagel patrons had similar reports.

"We always go to Starbucks and get coffee, and we like bagels a lot, and this is right here," Willow Glen resident Brink said.

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