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Brian and Andrea get up at 4:30 AM so that their customers may get steaming hot bagels and mini-pizzas every morning on their way to work. New York Bagel & Deli (NYBD) is the wake-up call for the Santa Monica neighborhood I work in, and recently we got one heck of a wake-up.
Brian informed me that "in the last two years he has seen his cost for a 50 pound bag of high gluten flour go from $8 to $16". After that huge rise, he recently was hit with a bigger shock to his business -- "the price went from $16 to $32 in just 3 weeks!"
He said "in some places in the country the price has reached as high as $36." Brian is very sensitive to the needs and desires of his loyal customer base and feels terrible about this increase. He is struggling with how to moderate the increases and the sticker shock on the cost of a dozen bagels. This is very difficult for him. This is a major blow to the heart of his business.
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