When It’s Bagels burst onto the ever-growing London bagel scene last year, it caused something of a ruckus. And just taking a cursory glance at one of the many videos posted on them made it easy to see why. The NYC bagels are quite literally OOZING with ingredients and gave Londoners yet another excuse to lazily amble over to Primrose Hill to have a wander,a browse, and – crucially – a bagel.
Fast forward to right now, they’re doing the final bits of preparation to open up their third store, which will be their most central yet and lands in Soho later in October. Like their other two sites in Primrose Hill and Notting Hill, It’s Bagels will pay homage to the sheer art of the NYC bagel shop – both in the bites they serve up and the design of the store!
It’s Bagels Soho
You’ll be able to grab ready-to-go bagels at this one which will suit the needs of the ohsobusy commuters that lurk around Soho at lunchtime or the swathes of people looking to get their hands on one over the weekends. Expect to see the firm favourites that have shot It’s Bagels into the upper echelons of London’s bagel lovers, too You’ll be able to get your paws around ‘The Works’, comprised of cream cheese, loxm capers, onion, lemon, and seasonal tomatoes; as well as the drool-worthy ‘BEC’, which is a bacon, egg, cheese delight. Soho stalwarts will also be able to try the debut of a new signature number from creator Dan Masterson: a whitefish salad using British haddock, which is sure to go down a treat.
Speaking on the new opening, Dan Masterson, the man behind It’s Bagels, said: “We’ve had a busy year, with Primrose Hill little more than a year old, and Notting Hill mere months, but Soho has always been a dream for us and when the right site comes up, you grab it!
“We love hanging out in Soho and are excited by the creative challenges of catering to this different demographic to the previous neighbourhoods and making some new friends. We’ve been happily astonished at the London appetite for our NYC staple and will keep boiling and baking and schmearing to meet that demand.”
It’s Bagels opens up their third store later this month at 8 D’Arblay Street, W1F 8DP (nearest station is Tottenham Court Road).
