From Toasted to Thriving: Lessons in Scaling and Sustaining a Bagel Business
What does it take to turn a humble bagel shop into a thriving community staple? At the recent BagelFest West panel "From Toasted to Thriving," Beth Lee, Brittany Erwin, and Craig Hutchinson delved deep into the life cycle of bagel businesses—sharing hard-earned advice on growth, staffing, customer experience, and what truly makes a bagel brand succeed. Whether you’re a seasoned restaurateur or a dough-dreamer just starting out, these takeaways shed light on how to build a community-focused, resilient food business.
Finding Your Why
Both Brittany Erwin and Craig Hutchinson hail from fine dining backgrounds on the East Coast, yet found themselves pulled to the bagel business for personal reasons. Brittany Erwin, founder of B’s Bagels near Tacoma, recounted her decade-long quest for a decent bagel in Washington after moving from the East Coast. Ultimately, her cravings (and years of culinary expertise) sparked the launch of her now-booming shop. Craig Hutchinson, meanwhile, steered his New Haven, Connecticut restaurant Olmo into bagels as a pandemic pivot, leveraging his commitment to hospitality and community rather than just focusing on the food.
The entrepreneurs agreed: a business fueled by genuine passion and a clear ‘why’ is more resilient and adaptable when challenges arise.
Scaling Up
What does “scaling” really look like for a bagel shop? According to the experts, it's a continual process of adaptation, learning, and letting go.
For Brittany Erwin, scaling meant learning hard lessons in recipe development and production logistics. She realized quickly that simply multiplying a small-batch recipe didn’t work at scale, prompting equipment upgrades and a crash course in dough science. Staff size doubled within three months, and every day brought new lessons in efficiency and resilience.
Craig Hutchinson highlighted a different challenge: relinquishing some day-to-day control as Olmo grew. “Me being there is actually a detriment to our growth,” he shared, pointing out how empowering his team to make decisions drove both expansion and innovation. Letting staff take ownership, he argued, is crucial in building sustainable operations that aren’t dependent on a single founder.
Building Culture
Both panelists underscored that bagel shops—indeed, all food businesses—are fundamentally “people businesses.” From the start, both Brittany Erwin and Craig Hutchinson made employee well-being a cornerstone of their approach.
Craig Hutchinson openly discussed mistakes made with team members and the need for transparent, in-the-moment feedback. Olmo’s structure ensures voices from dishwasher to manager are heard, with regular check-ins and a culture that values learning from missteps.
Brittany Erwin shared how hiring for attitude and inclusivity, not just industry experience, creates loyal employees who connect authentically with each customer. Even hands-on skills like bagel rolling are taught to every team member, fostering respect for the craft and each other.
Customer Experience
In a crowded food landscape, why do customers return? It’s not just about the product. Craig Hutchinson prefers the term “guest” over “customer,” emphasizing hospitality and personalized service. At Olmo, success is measured by more than transactions—it’s about memorizing regulars’ preferences, anticipating needs, and making every visit feel special.
Similarly, Brittany Erwin noted how customers are willing to wait for quality and a welcoming atmosphere. B’s Bagels’ team takes pride in making every guest, from daily regulars to out-of-town visitors, feel appreciated and remembered.
Product Excellence
While ambiance and service matter, the bagel itself still anchors the experience. Both founders started with recipes inspired by their East Coast roots but adapted production to suit their scaling needs and evolving customer tastes. Brittany Erwin maintains pride in B’s Bagels’ hand-rolled, boiled bagels, refusing to cut corners even as demand grows. Craig Hutchinson, meanwhile, encourages innovation—flexing definitions of “authentic” by promoting a signature New Haven style and forging strong local supplier relationships.
Advice for Aspiring Bagelpreneurs
The panel wrapped with a quick-fire round of advice: Don’t rush your opening—take time to iron out early wrinkles, even if it’s tempting to launch fast. Seek out community connections, lean on team superpowers, and truly listen—to staff, guests, and even critics. And above all, recognize that thriving businesses aren’t just built on a delicious bagel. True success is kneaded from people, passion, and perseverance.
Check out Olmo and B’s Bagels!