The Manhattan Bagel at 210 South Ave. in Westfield became Josh's Bagels on November 6, ending its affiliation with the national franchise. Owner Josh Wang says the shop has kept its staff and bagel-making process under the new name.
Wang told TAPinto Westfield that he owns the Westfield shop and a separate location on Galloping Hill Road in Union. The Josh's Bagels website describes the business as a family-owned neighborhood bagel shop serving both communities.
Published sources differ on the Westfield shop's street number. The Josh's Bagels website lists 210 South Avenue West, Westfield, NJ 07090, while Patch gives the address as 220 South Ave. W. Patch reported that the Manhattan Bagels location took on its new name that Friday.
A Bagel Career That Started With Car Washes
Wang told TAPinto that he entered the bagel franchise business in 2002 after working in the car-wash industry, and that his father-in-law's experience with Manhattan Bagel helped guide him into the trade. He also told the outlet the shop would keep its existing process: boiling its New York-style bagels in water heated to 210 degrees Fahrenheit before baking.
Wang told TAPinto that the shop prepares food on site and accepts orders through third-party apps. The outlet reported that its menu includes made-to-order breakfast sandwiches, smoothies, homemade cream cheese spreads, coffee and pastries. Josh's Bagels also offers dine-in service and online ordering for pickup and delivery.
Customers React, Grand Opening Still to Come
Wang told TAPinto that customers had responded positively to the name change and that a formal grand opening was likely in early December. The outlet also reported that he supports local organizations and youth and high school sports.
The rebrand comes amid new competition in Westfield. Josh Wang and business partner Sy Applebaum owned and operated the Westfield and Union Manhattan Bagel locations as far back as 2022, when the Westfield shop marked 20 years in business, according to an earlier Patch report. TAPinto reports that PopUp Bagels and Bagel Café NJ also opened in town earlier this year.
A Crowded Field of New Arrivals
PopUp Bagels' Westfield debut was part of a wider push into New Jersey. The chain held its grand opening in July at 220 South Ave. West, its first location in the state, according to nj.com, which reported that the shop is about a half-mile from Bagel Chateau and Manhattan Bagel. Its format differs from a deli-style bagel shop: it sells whole hot bagels with signature whipped schmears and butters by the dozen, rather than individual sandwiches. The opening was reportedly the start of a planned expansion of more than 25 shops throughout New Jersey. The new shop occupies a 1,500-square-foot freestanding building near downtown Westfield, according to ROI-NJ. Amid that competition, Wang's bet is that familiarity, not reinvention, will keep longtime regulars walking through Josh's Bagels' door.
A Different Growth and Service Model
PopUp Bagels' expansion has continued beyond its Westfield opening: NJBIZ reported that the chain had doubled its footprint to roughly 30 locations since starting a franchise program in 2024. Its dozen-only whole-bagel format differs from Josh's made-to-order breakfast sandwiches and other neighborhood-shop offerings.
