What I wrote thereFold it away
Ess-a-Bagel is the name everyone throws out, and for once the hype is deserved. These are enormous, chewy, properly hand-rolled and kettle-boiled, and the schmear situation is genuinely absurd in the best way. The main Midtown shop sits at 831 Third Avenue between 50th and 51st, and there is a second, faster location at 108 West 32nd Street if you are closer to Herald Square.
Here is the catch, and it is a real one. The Third Avenue line at 8:45 is not a line, it is a phenomenon. I have watched it wrap toward the door. If a better bagel exists in Midtown, I have not found it, but you cannot show up at a quarter to nine and expect to make a nine o’clock meeting. That is not their fault. That is physics.
My move. Get there before 8:15, or go to the 32nd Street location, which runs a tighter, quicker counter and stays open till 7pm daily if you would rather grab one on the way home. The Third Avenue spot runs 6am to 6pm on weekdays. Order the everything with scallion cream cheese and do not overthink it.
Bagel: elite. Line speed: brutal at peak. Verdict: worth being early for, not worth being late for.
- Address831 Third Avenue
- From my guide, published August 2026.
