by Jeff Ustin, VP of Western Bagel
The world was a completely different place when my family opened our neighborhood bagel shop in 1947. The internet didn’t exist, the city was still growing into the metropolis it is today, and the idea of a global pandemic shutting down the economy was a matter of science fiction. But here we are, over 75 years later, still baking bagels every day.
People often ask what the secret is to that kind of longevity. There’s no secret. It’s a commitment to a few core principles that have seen us through recessions, inflation, changing consumer tastes, and seismic shifts in how business is done.
For any founder or business leader feeling the pressure of a volatile market, these are the lessons that have kept us open for almost 80 years.
Innovate from Your Core, Not Away from It
The greatest challenge for any legacy brand is balancing innovation with tradition. There’s a reason why customers become loyal to any brand: safeguard the core value you offer, and ensure it never gets diluted as your business evolves. For example, our classic recipe is the foundation of our identity. We only embrace new trends that build upon that foundation, not ones that would completely alter it.
To find those trends, we had to become students of the market, but experimenting with our product line was a steep learning curve. Not every new product, of course, earned a permanent spot on the menu, but several became new staples. This process emphasized that while innovation is essential for growth, it must always be anchored in our brand’s identity. For a new product to earn its place on our menu, it had to do more than just taste good — it had to be an authentic extension of our brand. That meant delivering the unmistakable quality and character our customers have come to expect.
Your Network is Your Net Worth in a Downturn
Managing uncertainty during economic downturns and inflation spikes demanded a radical focus on our inventory costs. I personally spearheaded those efforts, which involved a relentless process of research and trial and error to find partners and processes that could protect our margins during these economic shifts. The goal was never to simply find the cheapest ingredients — that would have compromised our core product and violated our customers’ trust. Instead, we created a resilient supply chain that delivered efficiency and the quality that continues to define our brand. It was a tough balance, but obsessing over your cost structure can be one of the most powerful survival tools you have.
These same economic pressures pushed us to diversify our revenue beyond just our direct foot traffic. I leveraged my entire network — from previous industry connections and local Los Angeles vendors to even our company’s CPA—to build new pathways for growth. Those targeted conversations led directly to strategic partnerships with major big-box retailers like Walmart, which got our products in front of entirely new audiences and strengthened our food-service relationships. This taught me that your network isn’t just a safety net for a crisis but can be a proactive tool for growth.
How to Weave Your Brand into the Community
Today’s startups spend too much energy on their launch. But a successful launch doesn’t guarantee a sustainable business. To last for decades, you need to build strong and meaningful connections within your community. From the very beginning, we knew our success was tied to the well-being of our hometown. This meant community giveback as a core part of our operations. When you show up for your community, your community shows up for you. Those deep roots are what can hold your brand steady when market trends shift and national competitors move in.
We also focused on building our brand presence in a way that felt organic and local. One of our most effective strategies has been partnering with local restaurants, delis, and cafes. Getting our name on their menus is more powerful than any advertisement. It’s a third-party endorsement from a fellow local business. It builds trust and embeds our brand in the daily lives of our customers. Remember, when people see your name consistently associated with other businesses they love, you build a brand that can withstand almost any change.
Over seventy-five years in business has little to do with luck and everything to do with a clear strategy. That strategy is knowing when to adapt while protecting your core, using crises as a catalyst for innovation, and becoming an indispensable part of your community. This has been our playbook, and it can be yours — a guide to building a brand that is not just resilient but truly relevant for decades to come.
Jeff Ustin is the President of Western Bagel, the first bagel shop in Los Angeles, where he carries on his great-grandfather’s 75-year legacy while leading the brand’s national and international expansion. Under his leadership, Western Bagel has become a West Coast staple, blending New York tradition with LA innovation.