New York Bagel Deli & Bakery Owners Bring New Ideas to Their Store

Lenny and Adaeze with their “It’s a Sweet World” cookbook. The book is for sale in the deli, or on Amazon.com

Several years ago, I met Lenny Rosenberg when he opened a bakery in the 17th St. Cafe on Montana Avenue. His freshly baked challah was the best I’d ever tasted. I was always buying loaves for my friends to taste.

Eventually, Lenny shared his talents at other Westside delis. He ended up taking over the popular family-owned Bea’s Bakery in Tarzana. With his talented wife, Adaeze, a Nigerian designer, they have blended their skills and backgrounds to turn longtime delis into appealing spots for today’s customers.

Recently, I was delighted to get a phone call from Lenny. He felt something was missing from Westside bakeries. A good friend of his was selling the New York Bagel Deli, now, and Bakery, that is located on Wilshire Blvd. west of 23rd St. in Santa Monica. Lenny took over this deli. They are open from 5 a.m.-3 p.m. Monday-Friday; 5 a.m.-4 p.m., weekends.

While at Bea’s, Lenny and Adaeze wrote a wonderful cookbook, It’s a Sweet World, featuring recipes for many of the baked goods served in their bakeries. It has a multicultural flair and often includes a fascinating background on how the recipe was chosen to become part of the book.

Lenny and Adaeze do a cable TV show on JLTV.net, highlighting the cookbook and helping their viewers plan special events.

At the New York Bagel Deli and Bakery, Adaeze has focused on placement of the baked goods and new booths. She wants to give the store a New York vibe, inside and out.

Lenny added, “We are making gluten-free bagels, made from scratch, hot daily.” Many of the pastries, such as black and white cookies, rugelach, the rainbow cookies, and more are the ones you often see in New York, but rarely here. Another special feature is how Adaeze has blended some of her traditions into the bakery’s selections. For example, the red velvet kola nut cupcakes are Nigerian inspired. The kola nut symbolizes goodwill, love, trust, togetherness, and prosperity in a marriage. A young man must present the cupcakes to the father of his betrothed before they marry. Adaeze explained that the kola nut is an African fruit.

Lenny reminds me that they can also help plan and cater special events. The bagels and baked goods are being freshly made each day, and they are delicious. Some of the bagel flavors are Cinnamon Raisin, Cinnamon French Toast, Blueberry, Pumpernickel, Whole Wheat, Poppy, Rye, and more.

Visit their website at nybdbakery.com, or call 310-828-3228 to speak to Lenny about your upcoming event.

By Diane Margolin