City of Sydney Retail Innovation Program Alumni

Brooklyn Boy Bagels

Artisan producer of authentic, New York-style bagels

Voted as ‘The Best Bagels in Australia’ by Vogue, Brooklyn Boy Bagels knows what it takes to succeed. For seven years, owner Michael Shafran has served up artisan bagels using the same techniques that have made New York City the bagel capital of the world.

With COVID-19 closures threatening his brick-and-mortar bakery, Michael pivoted quickly, using what he learned during the City of Sydney Retail Innovation Program to adapt his business model. Instead of focusing on his traditional cafe business, Michael switched to a pick-up and home delivery model and began exploring larger opportunities with supermarkets and larger bakeries, airlines and hotels.

Using the new connections he developed in the program, Michael was referred to trusted shipping companies and online platforms to support his new direction. Plus, he was able to test his new business model with the gr other business owners in the cohort. The program’s digital marketing workshops have also helped Brookyln Boy Bagels improve its SEO and online marketing strategies.

The most amazing part of the program is the network of like-minded entrepreneurs who are facing similar challenges, both professionally and personally. It is invaluable. There's been so much sharing among the participants.

Michael ShafranOwner, Brooklyn Boy Bagels