Article
Ssshh: The secret's in the water
Brooklyn Water Bagel hopes to bring its water and its bagels to every major city in the nation.
January 13, 2014 by Cherryh Cansler — Editor, FastCasual.com
"It must be in the water" is an understatement when it comes to the not-so-secret ingredient in the bagels at Brooklyn Water Bagels Co. The café has created "Brooklynized" water for use in all its food, beverage and bakery products, said CEO Steve Fassberg. (Click here to view more photos.)
"Our high-tech proprietary water treatment system enables us to reproduce Brooklyn water, the key ingredient necessary to create the nation's finest bagels anywhere in the world," he said. Brooklyn Water Bagel filters the local water at all of our restaurant locations down to its purest, most natural state, laboratory-grade H20, and then adds those unique elements only found in New York water. "
The chain, which launched in 2009, now has 16 cafes open in five states and is still expanding. Its newest unit opens at the end of the month in Charlotte, N.C., and three additional restaurants are planned for Florida. Fassberg's overall goal, however, is to have at least three locations in all of the major cities across the United States.
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| CEO Steve Fassberg |
Brooklyn Water Works
Upon entering any of its restaurant locations, Brookyln Water consumers will see the chain's water treatment system at work behind a glass enclosure.
"We call this treatment system the 'Brooklyn Water Works,'" said Fassberg. "Featuring a replica of an old Brooklyn water storage tower, piping, valves and filters, customers can observe the treatment system as it successfully transforms local tap water into Brooklynized water."
Once the tap water is Brooklynized, it's stored and dispensed throughout the restaurant to be used in every recipe.
"We truly believe that guests will learn the real difference our water makes when they enjoy one of our freshly baked bagels," Fassberg said. "Our bagels have a thin, crusty exterior that's golden brown and moist, just like they would find in Brooklyn."
Fassberg believes that his Brooklyn Water Works not only ensures tasty bagels, but it also provides guests with a unique dining experience, "from the mixing of the dough, using our company's secret recipe and purified Brooklynized water, to the automated bagel machine, where guests can observe our dough being rolled into bagels and placed on the baking racks."
The chain produces authentic New York bagels because Fassberg only allows them to be baked in the traditional New York way.
"Our bagels are placed into a revolving shelf oven, expressly made for baking bagels, where they are baked to a golden brown with a real crunchy crust in the tradition of the best New York bagel bakeries," he said.
Of course, there are other companies that claim to produce authentic New York bagels, Fassberg admitted, but he's not convinced.
"We truly believe that our product distinguishes itself from other 'New York' bagel franchises as a result of our key ingredient — the water," he said.
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About Cherryh Cansler
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