Its arguably the best bagel in NYC. Fresh baked, steaming, soft in the center, huge. For only $1 its one of the greatest deals around. When my brother would come in from China, one of his first requests: Can we go to Essa Bagel?
It seems the takeaway: deliver a great product at a low price and people become loyal fans.
I disclose the location of the secret line: My friends are upset
Essa Bagel. 831 3rd Avenue (at 51st St). New York, NY 10022