Leading Ess-a-Bagel Into Its Next 50 Years

Ess-a-Bagel (Yiddish for “eat a bagel”) is celebrating a half-century in business.

Melanie Frost joined the company as CEO after the passing of her aunt, who had created the iconic New York institution with her husband in 1976. “They found a baker who gave them a recipe,” said Frost. “He said, ‘You’ll have the most expensive ingredients around, but you’ll have the best bagels around.’”

Since her C-suite role began in 2013, Frost has taken her legacy to the next level.

“My goal, my vision for the company, and the mission is really to be the world premiere bagel throughout the world. And it’s not just about the bagel, but the feeling and the warmth that you get when you walk into an Ess-a-Bagel, like your home. Anybody, anywhere, can have that same customer experience, and that same New York experience.”

She and her mom, with whom Frost ran the business and who passed away two years ago, wanted first to expand from their 51st Street store. In 2018, Ess-a-Bagel opened on 32nd Street down the block from Penn Station. During COVID, they opened in Dumbo. And in 2025, downtown in the financial district.

“We also do catering and ship nationwide via Gold Belly. We expanded our delivery locations throughout the tri-state area and the Hamptons.”

“Another thing we’re always looking at is the right people to partner with. That’s the most important thing for us.”

She initiated a parbake solution—75% baked, and you bake off the rest—thanks to a store owner in Montana who started picking up 30,000 bagels a month with 7,000 pounds of cream cheese in his own truck.

And now, under Frost’s guidance, the company is involved with wholesale as well. “We opened our manufacturing facility up on 121st and Park Avenue.”

Frost also leads her company in philanthropic efforts, participating in the Breast Cancer Walk and supporting organizations such as the American Cancer Society, the Make-A-Wish Foundation, and St. Jude’s, “which was a big thing my aunt and uncle focused on.”

She also sits on the board of the New York Hospitality Alliance.

The married stepmother to three sons also has grandchildren, “Whom I adore. I also have my sister and my nephew, who’s like a son to me. He’ll be running the business one day, hopefully.” She also counts the people in her employ as family as well.

“My aunt always said, ‘The difference in our bagels is they’re made with love.’ And they are. I have an amazing staff. Some I’ve known since I was a kid. Every single one cares so much.”

Aside from her business acumen and appreciation of her team, Ess-a-Bagel’s success can also be attributed to Frost’s positive attitude and ability to embrace change. “For us, it’s always been about tradition, but also innovation. I like to see new things, hear new ideas, see if we can implement them, and if we can, do it. That’s in everything in life, just being open.”