After 36 years of holding out on heat, the biggest shakeup at Pearl Street Bagels under new ownership is a hit.
A solid 64% are asking for their spinach and feta, cinnamon raisin or poppy seed bagel toasted. That’s according to a count of 4,785 bagels ordered since Aug. 8 shared by business owner Mekki Jaidi.
So far, the heat wave is only available at the fixture’s Wilson location, but it may migrate to the downtown hub this off-season.
Longtime Wilson resident JoAnn Scott brought her grandkids to mark the occasion.
“It’s a major breakthrough for them and kind of long overdue,” she said after ordering a toasted plain bagel with cream cheese and lox.
Thanks to its dependable offerings of smoothies and breakfast sandwiches, and quirky pterodactyl mascot, Pearl Street Bagels has effectively become a valley institution, synonymous with the “Jackson funk” that some longtime locals are eager to protect.
A developer’s proposal to replace the downtown location with a three-story condominium building provoked an outcry before the plans were paused this spring. But it appears not all change is unwelcome.
Pearl Street Bagels has tracked the share of toasted bagels since early August. The numbers appear to show customers prefer a crispier treat. (Courtesy)
“Pearl Street in general is a staple to the community,” said Wilson barista Reanna New.
“People have been getting their bagels and being told, ‘We don’t toast our bagels, they’re boiled and baked fresh daily,’ for 36 years,” she said. “When there’s change, people want to talk about it and they have opinions on everything.”
The toasting is subtle. The freshly made bagels aren’t coming out too crispy, as 13-year-old Lulu Morgan observed.
“I think the main difference is it’s just more warm,” she said after making her first foray to the toasted side.
The change came shortly after Jackson business owner Jaidi and a couple of silent investors purchased the operations from longtime owner Heather Gould. Jaidi also brought over his Snake River Roasting Company coffee, completing the kind of vertical integration that has fueled his success running Outpost Jackson Hole, a property management and vacation rental company.
“People have welcomed the optionality,” Jaidi said of the toasting ovens. “We are thankful we have listened to our patrons and will continue to do so to create a product that everyone can enjoy.”
Tammie Van Holland works with Jaidi and helped oversee the transition. Even after 23 satisfying years of untoasted bagels in Jackson she said, “now that I have the option to toast, I do love it.”
For those who still prefer their bagel without the extra heat, Van Holland reminds customers that the dough is still baked fresh every day.
As for adding a toaster downtown, Jaidi said his focus is on extending the lease beyond the spring of 2027.
