It's Bagels, the New York-style bagel shop founded by fashion photographer Dan Martensen, has opened its fourth branch at 60 Hampstead High Street on September 28. The shop, which started during lockdown when Martensen was homesick for authentic New York bagels, has quickly gained a following across London.
From Lockdown Craving to London Expansion
Dan Martensen, a fashion photographer, developed the bagel recipe with baker Jack Ponting from Caravan to achieve the distinct moist chewiness and "crusty, malty" exterior characteristic of New York-style bagels. The first bricks-and-mortar location opened in Primrose Hill in 2023, drawing queues around the block. Hampstead now joins as the fourth branch, following the same retro 80s styling with New York artwork and memorabilia on the walls.
The Hampstead store features smart dark blue paintwork, a cream striped awning, matching blue and cream chequered floor tiles, and a large window for customers to watch the activity on Hampstead High Street. Stools and tables are available for those who prefer to eat in.
Menu Highlights and Pricing
Customers can build their own bagel or choose from a menu featuring bestsellers like The Works, with lox, pickled onion, caper, schmear of cream cheese, and lemon, priced at £13.50. The New Yorker includes pastrami, pickles, and mustard. Other hot favourites include The Secret Salt Beef with pickles, mayo, mustard onions, and Swiss cheese at £12.
Bagels start at £6 with a simple schmear, £7.50 with a fried egg, and options like tuna salad, egg salad, BLT, or bacon egg and cheese come in at £10. All bagels are baked on site, with choices including plain, sesame, everything, garlic, onion, and poppy seed. A cappuccino costs £4, and the menu also includes a giant cookie (£4) and drinks such as matcha and fruit juice.
Quality and Customer Experience
Bridget Galton, Features Editor and Associate Editor, visited just before the lunchtime rush and ordered The Secret Salt Beef. She noted the bagel's all-important chewiness, with a great blend of salty beef, cheese, the sharpness of pickles and mustard, and onion from the warm bagel. She described the coffee as "really good" and praised the simplicity of the menu, stating, "it's the bagels at It's Bagels that are the star of the show - and this was one of the best I've tried."
The friendly staff offer a choice of freshly prepared bagels, and the concise menu focuses on quality. The Hampstead branch continues the brand's expansion, bringing a slice of New York to the area.
