Adam Goldberg and Jeff Lewis started baking as a
pandemic hobby, switching from sourdough to bagels due to the heat of the summer. Goldberg gave away the bagels to his friends and family but after a few months of steady increased demand for the bagels, he decided to make it a business where customers pre-order their bagels and cream cheese in orders of three, six, or twelve. Goldberg started with a subscription service, mainly serving bagels by the dozen for $38. The service offered familiar and novel rotational cream cheese flavors—or
schmears—such as pesto butter or
cacio e pepe. Early on, they worked with local businesses to make new flavors. According to Goldberg, ideas for flavors have also come from employees, customers, and partnerships with major brands. == References ==