Danish chocolate-dipped almond horns and Italian rainbow cookies are among the signature treats at New York Bagel Deli and Bakery. (Chris Mortenson/Staff)
By Christina Fuoco-Karasinski, Playa Vista Executive Editor
Lenny Rosenberg knows his way around a bakery.
While growing up in Plainview, Long Island, Rosenberg was surrounded by his father’s breads and baked goods.
“He got his hands dirty at home, too,” Rosenberg said.
“He made some bakery items at home, but he spent most of his life and time in bakeries.”
Rosenberg has since parlayed that knowledge into New York Bagel Deli and Bakery — at 2216 Wilshire Boulevard, Santa Monica — with his wife, Adaeze Nwanonyiri.
“My father was the best baker I’ve ever known,” he said. “He was more of a bread baker. He was a very traditional bread baker. He was excellent at mixing bread. His signature bread was rye bread.”
New York Bagel Deli and Bakery opened on Feb. 28. Nwanonyiri and Rosenberg have made a name for themselves in the field by owning bakeries, writing a recipe book and hosting a TV show.
Nwanonyiri said New York Bagel Deli and Bakery is the result of a decade of perfecting recipes. Its deli case features classic favorites, while the bagel menu boasts creative flavor combinations.
The eatery’s signature dishes are its breakfast sandwiches with ham, Tyler ham, bacon, sausage, pastrami, corned beef, roast beef or turkey.
Nwanonyiri added that the Bagel Boy is popular. The toppings are impressive: cream cheese, avocado and lemon pepper.
“You can have that for breakfast, brunch or lunch,” she said.
The international side reflects Westside residents’ heritage, with the likes of New York black and whites, chocolate chip rugelach, red velvet cupcakes and flourless chocolate cake.
“We put an international twist on our New York Deli,” she said.
Nwanonyiri is a first-generation Nigerian whose family stressed the importance of education and heritage.
“My family is very colorful,” she said. “The tribe they’re from is very colorful, from purple to silver to metallic green. My mom redesigned the house every quarter.”
Nwanonyiri worked her way through the New York Fashion Institute of Design by working as a designer, taking tips from her mother.
Rosenberg relocated to California to expand his business. He owned and operated a handful of bakeries and cafés in New York, Long Island and New Jersey.
“I was ready to move out west,” he said. “I wanted another accomplishment, another challenge on the West Coast. There was no challenge left for me in the tri-state area.”
Rosenberg and Nwanonyiri’s partnership began after they met at a private party. She called Rosenberg “shy,” but their love of baking brought them together.
“I checked out his bakery and gave him my thoughts on the aesthetics,” she said. “I said his menu was great, but he needed to give the place a pop of color. He hired me as a consultant for the first store. That had a successful outcome.”
With New York Bagel Deli and Bakery, she redesigned the exterior and upgraded the restaurant’s interior.
“I didn’t want to go overboard in fanciness or sophistication,” she said. “I had to remember the clientele and keep that New York gritty type of style going.
“I also wanted to implement something new from a multicultural point of view. Everybody has a seat and a place at a table.”
New York Bagel Deli and Bakery
2216 Wilshire Boulevard, Santa Monica
310-828-3228
nybdbakery.com
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