Pio Bagel on 9th: Midtown’s Hand-Rolled Bagel Haven
In the busy stretch of Hell’s Kitchen/Midtown West, Pio Bagel on 9th (528 9th Ave, New York, NY 10018 | (646) 351-6869) is the kind of bagel shop that delivers both tradition and modern twists. With a 4.6-star rating on Google from 242 reviews, this hand-rolled, oven-baked bagel shop offers locals, commuters, and tourists a comforting breakfast or lunch option at a fair price point ($10–20). The storefront is modest, with big glass windows and a neon sign that glows early in the morning—perfect for bleary-eyed workers heading into Midtown offices. They open early (7 AM daily), making it a pre-work staple, and they serve until mid-afternoon. Orders can be placed for pickup, delivery, or even via Too Good To Go for late-day surplus bagels.
Menu & Services
Pio Bagel blends the classic New York bagel tradition with a bit of Latin flair. Favorites include:
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2 Egg Turkey Pastrami or Turkey Bacon Sandwich – $8.50, hearty and filling.
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El Texas – $10.25+, a spiced-up breakfast option with bold flavors.
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Rainbow Bagel with Lox Spread – A colorful twist on a NYC classic.
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Garlic Bread Bagel – A savory favorite for garlic lovers.
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Cream Cheese Selection – Includes classic, veggie, dairy-free tofu, and more.
They also offer smoothies, fresh-squeezed juices, and coffee specials. For budget-friendly fans, the Hungry Man & Coffee Special is a reliable go-to. Gluten-free bagels are available, broadening their appeal to health-conscious customers. Catering options are listed on their website (piobagel.com).
Review Summary
Positives: Reviewers love the variety, portion sizes, and fair pricing. Service is described as “great” and “friendly,” and the addition of gluten-free and dairy-free options makes it inclusive. Many mention creative bagel flavors and the joy of discovering hearty combos.
Negatives: Some note that the shop can get very busy during peak hours, leading to wait times. Seating is limited, making it more of a grab-and-go or quick-bite stop than a lingering café.
Human Commentary: In a Midtown food scene dominated by chain cafes, Pio Bagel stands out as an independent spot with real character. It’s fast, it’s filling, and it offers both traditionalists and experimenters something to love. For workers and students nearby, it’s a strong alternative to the big-name chains.
Location & Accessibility
Positioned between Penn Station and the Port Authority, Pio Bagel on 9th is perfectly located for commuters. The A, C, E, 1, 2, 3, N, Q, R, and 7 trains are all within walking distance, making it accessible to nearly anyone in Midtown.
Nearby Landmarks & Customer Flow:
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Port Authority Bus Terminal – Morning commuters fuel up here before long rides.
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Times Square – Tourists exploring the area grab a quick bagel and coffee.
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Hudson Yards – Office workers swing by for breakfast or lunch before heading west.
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Penn Station / Madison Square Garden – Travelers pick up sandwiches for the train.
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Broadway Theaters – Pre-matinee crowds often grab light bites and coffees here.
This mix of commuters, office workers, and tourists keeps demand steady, especially from 7–10 AM and around lunchtime.
Genius Marketing Analysis
GI (Genius Insight): Pio Bagel succeeds by being fast, affordable, and flexible—classic New York bagels with modern options (gluten-free, dairy-free) appeal to a wide customer base.
MDA (Marketing Action): Push a “Bagel & Coffee Subscription Card” for nearby office workers—10 breakfasts pre-paid at a discount. This would build loyalty in an area with heavy repeat foot traffic.
Genius Ideas (10)
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Office Breakfast Bundles – Bagels, spreads, and coffee delivered to Midtown offices by 9 AM.
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Bagel Happy Hour – Discounted bagels from 2–3 PM to sell late-day inventory.
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Tourist Snack Packs – Bagel + cream cheese + bottled juice sold as a grab-and-go package.
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Rainbow Bagel Instagram Promo – Encourage photos with #PioOn9th for discounts.
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Gluten-Free Showcase Day – Weekly spotlight on GF bagels to attract health-conscious diners.
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Commuter Subscription Cards – 10 bagel & coffee combos for a set price.
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Seasonal Cream Cheese Flavors – Pumpkin in fall, cranberry in winter, etc.
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Broadway Bundle – Pre-show bagel & drink special marketed to theatergoers.
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Community Partnerships – Collaborate with NYU or local gyms for cross-promos.
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Too Good To Go Storytelling – Market their sustainability efforts through social media.
Conclusion
Pio Bagel on 9th is more than just another Midtown bagel shop—it’s a local anchor in a sea of chains. By mixing tradition with inclusivity and modern flavors, it captures both the essence of New York bagels and the energy of Midtown’s ever-moving crowd. For locals, commuters, and tourists alike, it’s a spot that delivers comfort and convenience with every bite.
Q & A
Q: What are Pio Bagel’s hours?
A: They open at 7 AM daily and close mid-afternoon.
Q: What’s the price range?
A: Most items are between $10–20.
Q: Do they have gluten-free options?
A: Yes, gluten-free bagels and dairy-free cream cheeses are available.
Q: Is there seating?
A: Seating is limited; it’s mostly a grab-and-go or quick-bite shop.
Q: Do they offer catering?
A: Yes, customizable catering options are available via piobagel.com.
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