Apollo Bagels, the 2 year old viral pop up that now has multiple brick-and-mortar locations in NYC, is facing a unique problem: they’ve become too popular. At it’s new West Village spot, crowds flock to try the trendy bagels, facing a wait of 30-45 min on a line that goes 100+ feet down the block. While most businesses would be thrilled, their landlord isn’t, telling them change the line, or face eviction. Apollo Bagels responded to the threat by taking them to court.
Under the guise that the long line is interfering with neighboring businesses while posing a safety hazard, the landlord claims they’re in violation of their lease. While they wait for their court case, Apollo has hired “Bagel Bouncers” John Gisanabatware and Ty Nembhard to corral the line + keep guests and neighbors happy. Reporter Tim Balk and I spent a Sunday brunch on the line, chatting with guests and seeing what all the hype is about. THANK YOU Andrew Hinderaker for the opportunity to capture a very FUN and CHEEKY New York City story!!!
The New York Times - The Hole in This Bagel Shop’s Business Model? It’s Too Popular
