New York’s bagel scene just got a flavorful new reason to celebrate.

Ess-a-Bagel is teaming up with Sam Silverman, the city’s self-proclaimed Bagel Ambassador and founder of BagelFest, to introduce the Bagel Ambassador Sandwich. This limited-edition creation is a playful twist on tradition, featuring falafel, za’atar cream cheese, fresh tomato, cucumber, cabbage, and a generous drizzle of hot sauce, all tucked inside a perfectly toasted sesame bagel.

A Fusion of Flavor and Tradition
More than just a sandwich, the Bagel Ambassador is a culinary nod to cultural fusion and New York innovation. With its combination of crunch, creaminess, heat, and herbs, it embodies both Ess-a-Bagel’s decades-long dedication to perfect bagels and Silverman’s modern, adventurous approach to celebrating the city’s iconic staple.

“We’ve done some fun sandwiches in the past, but this one is extra special. Sam’s been such a positive force in the bagel world… We’re proud to be associated with Sam and to have this on our menu.”
— Beverly Wilpon, co-owner of Ess-a-Bagel

Sam Silverman, New York’s Bagel Ambassador and founder of BagelFest, unveils the new Bagel Ambassador Sandwich—New York Jewish Travel Guide

A Personal Honor for the Bagel Ambassador
Reflecting on the moment Ess-a-Bagel told him they wanted to create a sandwich in his name, Silverman shared with NYJTG:

“I burst into tears because this place is so significant to me… Now, 17 years later, I’m the Bagel Ambassador. We have a team that does so many things — BagelFest, tours, classes, content — and it all traces back here.”

The First Bite That Changed Everything

“It completely blew my mind. Bagels had always been my favorite food, but I’d been eating bread shaped like a bagel. The first time I had an Ess-a-Bagel — my first real New York bagel — my taste buds exploded. I went to a heavenly place and didn’t know a bagel could taste this good. That lit the fire in me,” Silverman told NYJTG.

Falafel on a Bagel? Yes, please.
Silverman also shared the inspiration behind the Bagel Ambassador Sandwich:

“Behind bagels, falafel is my second favorite food. When I first moved to NYC, I survived on bagels, falafel, and dollar pizza. I’ve never seen anyone else put falafel on a bagel before, and frankly, it’s delicious.”

On what makes a truly great New York bagel:

“It’s got to be boiled before it’s baked. It’s got to be hand-rolled. And for me, it’s got to be crispy on the outside, soft and chewy on the inside — and a nice big, puffy size, perfect for a sandwich.”

From Passion to Profession
A lifelong New Yorker, Silverman turned his love of carbs into a full-fledged career as founder of BagelUp, home to artisan hands-on bagel baking classes and tasting experiences, as well as the annual New York BagelFest, the world’s largest trade and consumer show for the bagel industry.

Inside Sam’s Bagel Preferences:

• Favorite topping: Savory

• Lox or whitefish salad? Whitefish

• Toasted or fresh out of the oven? Fresh out of the oven

• Coffee or tea with your bagel? Coffee

• Ultimate sandwich: everything bagel with scallion cream cheese, fries, and a mint lemonade.

A Sandwich Worth Celebrating
The Bagel Ambassador Sandwich launch builds on Ess-a-Bagel’s nearly 50 years of bagel-making excellence. The brand recently received the Lifetime Achievement Award at the 2024 New York BagelFest and continues to expand with new locations. This collaboration reflects Ess-a-Bagel’s commitment to innovation rooted in tradition—and to celebrating the people who help keep New York’s bagel culture alive.

Availability:
The sandwich will be available at Ess-a-Bagel’s 1st Avenue, 32nd Street, and 51st Street locations from August 15 through September 15, with potential plans to extend based on demand.

Meyer Harroch, New York Jewish Travel Guide