top of page
  • Writer's pictureMary Ann

Zucker's Bagels & Smoked Fish Opens New Flatiron Shop Next Week

Everything Seeded Salmon, featured on Zucker's new 'Flatiron' Sandwich with Scallion Cream Cheese and Avocado


Beloved Neighborhood Bagel Shop’s Fourth Location Will Offer New Sandwiches and a Dozen Varieties of Smoked Fish 

Zucker’s Bagels and Smoked Fish, the quintessential neighborhood bagel shop frequented by Upper West Side, TriBeCa and Midtown loyalists, will open its fourth Manhattan shop in the heart of the Flatiron District next week at 40 East 23rd Street. Zucker’s will hand-roll and kettle-boil authentic New York bagels daily while offering fresh, high-quality ingredients sourced from the city’s finest purveyors. Since opening its first location nearly twelve years ago in TriBeCa, Zucker’s has become one of the city’s most beloved bagel shops known for its authentic bagels and creative sandwiches.  Located along bustling 23rd Street, Zucker’s Flatiron will offer a growing number of breakfast and lunch choices in a comfortable, meticulously-designed space by architect Ricardo Zurita, with original artwork by Bushwick artist David Bender.

The new location will offer Zucker’s signature hand-rolled bagels made in house every morning, more than a dozen varieties of smoked and cured fish from Acme Smoked Fish Corp. that will be hand-sliced to order at a specially-designed fish slicing area, the finest quality pastrami, corned beef and deli staples, and a wide-ranging assortment of breakfast and lunch options from sandwiches to salads to egg platters to freshly-made soups.  The shop also makes their signature FlatZ, with half the carbs of a regular bagel. The counter will also introduce shakers of their Everything Bagel seasoning for customers to add to their meals if desired.  Zucker's takes pride in sourcing the best quality ingredients and products from purveyors including Five Acre Farms, Eli and Ali's, Guss’ Pickles and many others.

Zucker’s Flatiron will also feature coffee on draft from La Colombe, with the roaster’s innovative tap that dispenses frothy Nitro Draft Latte, Pure Black Coffee and Pure Black & Tan, a combination of the two.  The bar will feature an espresso system from Swiss company Eversys.

Avocado Toast photos credit Liz Clayman

To celebrate the opening, Zucker’s will be giving away 1,000 sandwiches over the first several days of opening. Beginning May 29, 100 mini Flatiron sandwiches will be given away beginning at 6:30am each weekday morning while supplies last.  Beginning June 4, 100 mini pastrami sandwiches will be given away for lunch beginning at 11am each weekday, while supplies last.

Items being introduced to Zucker’s Flatiron include:

  • Everything Seeded Salmon, smoked by Acme Smoked Fish and rubbed in-house with Zucker’s Everything Bagel spice

  • The Flatiron, a new sandwich featuring the Everything Seeded Salmon, Scallion Cream Cheese and Avocado on your choice of bagel or bialy

  • The Zucka Box, a bento box type lunch featuring a version of the Zucker’s Traditional sandwich with smoked salmon, ricotta, avocado and salad, served with a bagel on the side

  • A new Catering Menu with menu items like the International Smoked Salmon Platter, the Low Carb Continental breakfast, Boxed Lunches, Dessert Platters – with a new online ordering portal available for home and corporate orders

  • Specialty items including pickles, mustards, granola, La Colombe coffee and more by local purveyors

  • Recently-debuted sandwiches include the Latke BEC (Bacon Egg and Cheese) andAvocado Toast (crushed avocado, everything seeds, chopped tomatoes, lemon, salt & pepper on FlatZ), and The Delancey (egg, corned beef or pastrami, a breakfast potato latke, sautéed onions and Swiss)

  • The Alton Brown (smoked trout, avocado, horseradish cream cheese and tobiko on a pumpernickel bagel) designed by Mr. Brown and added to the menu permanently due to popular demand

The Zucker’s team has worked closely for the past several months with celebrated architect Ricardo Zurita of RZAPS, known most recently for his work in the new urban park at One Penn Plaza, and whose firm also designed Zucker’s UWS shop housed in a landmark building.  Zurita helped to re-think the 1800-square foot space in a building constructed in the late 1800’s, beginning by uncovering the original exterior cast iron columns and salvaging the original tin ceilings.  Exposed ductwork lends an industrial feel to the space and becomes part of the aesthetic, together with exposed brick and sleek lighting in a space that seats 38 at large communal tables, two-tops, and windowed counters.  A centerpiece of the space is an original gold-leafed mosaic art installation called “LiquidLight’ by Bushwick artist David Bender, whose recent work is also featured at City of Saints Coffee and Be Electric Studios, and who also was commissioned by Zucker’s to create a work of art at their Upper West Side shop.  Bender’s slow-arcing gold-leafed waves create a rhythmical pattern that catch light in irregular ways in the space, almost like flickering stars.  The artist’s unique application is in line with Zucker’s commitment to hand-made foods.

"We are incredibly excited to welcome our neighbors and visitors to Zucker’s Flatiron, in a neighborhood we love,” said Matt Pomerantz, founder of Zucker’s. “We hope to become a favorite spot to grab a sandwich to bring to Madison Square Park or to order a Friday bagel breakfast for the office.”  

Pomerantz, a former Wall Street executive who founded Murray’s Bagels with his family, opened the first Zucker’s on Chambers Street more than a decade ago. Pomerantz and his longtime friend and former colleague, Dan Pace, want to bring another high-quality breakfast, lunch and catering option to the Flatiron neighborhood with their fourth location. 

Zucker's will offer delivery throughout the Flatiron and NoMad neighborhoods within a week of opening, available through and through several online delivery platforms. The company also offers an outstanding catering service for events big and small, serving traditional bagel, cream cheese, smoked fish platters, deli sandwiches, salads, soups and sweets to individual and corporate clientele, with volume discounts available.  Catering ordering may be placed with Zucker’s catering specialists or through a convenient online service.  Online catering is also available for corporate account customers.

photo credit Liz Clayman


bottom of page