Boston has a new bagel obsession, and it comes from the hands of Jordan Renouf and his wildly popular pop-up, Brick Street Bagels. What started as a neighborhood craving has quickly become a city-wide phenomenon, fueled by social media buzz and the undeniable deliciousness of Renouf’s handmade bagels. After a whirlwind 2023, Brick Street Bagels is looking ahead to an even bigger 2024, with more pop-ups and the ultimate goal of a permanent home.
It all began in November 2022, when Renouf, a South End resident, noticed a distinct lack of bagel options in his neighborhood. Using his dad’s recipe, he started baking his own batches, and the response on social media was immediate. “Within the first couple weeks, I had a couple people reach out about buying them,” Renouf recalls. This organic, word-of-mouth growth is the bedrock of Brick Street Bagels‘ success story.
Inspired by his neighborhood’s brick-lined streets, the name Brick Street Bagels was a natural fit. For the first seven months, Renouf operated from his home kitchen, personally delivering bagels by bike across Boston. At that time, it was a side project alongside his non-profit job. However, the surging demand for his bagels soon made it clear that Brick Street Bagels needed to be more than just a hobby.
Renouf made the leap to full-time bagel making, assembling a small team to help manage the growing operation. This pivotal moment also saw the shift to a pop-up model. Moving away from home deliveries was a risk, but Renouf believed it would be more efficient for his customers. “It got to a point where it was much more convenient for people to come to me and get them,” he explains, highlighting the customer-centric approach that defines Brick Street Bagels.
Close-up of assorted Brick Street Bagels with various toppings displayed in bins at a pop-up event, showcasing the variety and freshness of Boston's popular handmade bagels.
The process for securing Brick Street Bagels starts online. Each week, a pre-order window opens via the Brick Street Bagels Instagram page. Customers are encouraged to pre-order, as walk-up quantities are limited at the weekend pop-ups. Typically held on Saturdays, Sundays, and occasionally Fridays, these pop-ups draw crowds to various locations in the South End and South Boston, eager to get their hands on these coveted bready treats.
The demand shows no signs of slowing down in 2024. Brick Street Bagels‘ continued popularity is a testament to the power of social media and positive word-of-mouth. Pre-orders often sell out rapidly, and lines at pop-ups can stretch to an impressive 100 to 150 people. Addressing this high demand is a key focus for Renouf in the coming year. “Every single week, there’s a big chunk of people who didn’t get bagels, and I really want to be able to bring bagels to those people,” he says. Increasing production and expanding selling days are crucial steps in fulfilling this mission.
What makes Brick Street Bagels stand out in Boston’s competitive food scene? Renouf believes it’s his unwavering commitment to the handmade process. Each bagel is hand-rolled, boiled, dipped in toppings, and then baked. “It takes a lot more time, and it costs a ton more money because you’re paying for labor the entire time,” Renouf acknowledges. “I do think that it makes a difference, and I also just think it forms a connection between you as the producer and the product you’re making. I think you lose some of that with a machine.” This dedication results in a bagel with a perfectly crisp exterior and a satisfyingly chewy interior – well worth the effort to acquire.
The current menu keeps it classic with salt, everything, plain, and sesame bagels. However, there are also more adventurous options like rosemary sea salt and asiago. The asiago, with its “intoxicating smell,” is consistently the first to sell out, according to Renouf, highlighting the appeal of these flavorful variations.
Brick Street Bagels branded brown paper bag and rows of freshly baked bagels at a pop-up location, illustrating the brand's presentation and the high demand for these Boston South End bagels.
Beyond the delicious bagels, Brick Street Bagels is about creating a welcoming community space. Hailing from a small town in Vermont, Renouf values the sense of connection that his pop-ups foster. “Oftentimes, when I’m at the table serving bagels, I’ll hear people as they’re walking away, and they’ll turn to the person behind and be like, ‘Oh, it’s so good to see you here’,” he shares. Creating these moments of neighborhood interaction is a deeply rewarding aspect of the business for Renouf.
With over a year in business, Brick Street Bagels is actively seeking new partnerships. Recent pop-ups at Bar Mezzana and Neighborhood Wines, businesses that supported Renouf early on, exemplify this collaborative spirit. Looking ahead, Renouf envisions supporting local artists through Brick Street Bagels and, ultimately, establishing a permanent location. “We’ve got to get through the winter, but when it’s warm again, I’m excited to find new, cool spaces to pop up in and continuing to work myself into the community,” he concludes, hinting at exciting developments for Brick Street Bagels and its loyal following.
Selection of handmade Brick Street Bagels including salt and plain varieties displayed at a Boston pop-up, emphasizing the artisanal quality and classic flavors of these sought-after bagels.
Find Brick Street Bagels in the South End and beyond, and stay updated on pop-up locations via [instagram.com/brick.street.bagels](https://www.instagram.com/brick.street.bagels/?hl=en).*
