Apollo Bagels Co-Founder Discusses Viral Popularity

The New York City shop is eyeing global expansion following a comedic nod from Saturday Night Live.

Updated on Oct. 21, 2026 in Baking

Bold vector editorial illustration of a single rustic bagel on a wire rack, evoking the artisanal food trend in New York City. — Apollo Bagels co-founder Joey Scalabrino discussed the sourdough shop's viral popularity and operational growth in a recent national television interview. AI Illustration. Upload story photo >

Live Poll

Would you wait in a long line for food that has gone viral on social media?

Apollo Bagels co-founder Joey Scalabrino appeared on the TODAY show to discuss the business operations and viral fame of his sourdough bagel shop. The interview follows a recent Saturday Night Live sketch that parodied the long lines seen at the popular New York City location.

Why it matters

The shop has become a cultural phenomenon in New York City, drawing significant attention for its distinct sourdough production process. This national media coverage highlights the brand's rapid transition from a local startup to a widely recognized name.

Apollo Bagels opened in 2024 and utilizes a sourdough fermentation process to craft its signature bagels. The shop is now evaluating potential new markets for future expansion beyond its current presence in New York City.

The players

Joey Scalabrino

He is the co-founder of Apollo Bagels who recently discussed the brand's growth and operational strategy on national television.

Apollo Bagels

This New York City-based bakery has gained significant attention for its sourdough-based bagels and persistent long lines.

Saturday Night Live

This long-running late-night sketch comedy show produced a parody segment regarding the wait times at the bakery.

TODAY

This morning news and talk show program provided a platform for the founders to address the brand's viral status.

The details

Co-founder Joey Scalabrino addressed the intense public demand for the brand, which was recently mocked in a Saturday Night Live sketch depicting the shop's notoriously long queues. The business continues to leverage its sourdough-based production methods to differentiate its products in a crowded market.

Apollo Bagels opened its first location in 2024.
Joey Scalabrino appeared on TODAY on October 21, 2026.

Culture Shift

This growth trajectory reflects the broader shift where artisanal food brands leverage viral social media status to scale rapidly. The brand's expansion plans mirror the evolution of regional favorites into national concepts that prioritize specialized production processes over traditional mass-market methods.

Residents and visitors should continue to expect significant wait times at the existing New York City location as the brand remains a viral destination. While the founders are planning for future expansion, current operations remain focused on the original sourdough production model.

The takeaway

The sudden rise of niche food brands often brings both commercial success and logistical challenges in managing high demand. Aspiring food entrepreneurs can observe how maintaining a unique, high-quality production process remains essential even as a brand seeks to scale beyond a single city.