Liberty Bagels Midtown: Home of NYC’s Famous Rainbow Bagel and Classic Kettle-Boiled Craft
Store Overview
Liberty Bagels Midtown, located at 260 W 35th Street, New York, NY 10001 (☎ 212-279-1124), is one of the most iconic modern bagel shops in Manhattan. Open daily until 5 PM, this bright, high-energy bagel counter near Penn Station and the Garment District draws both locals and tourists who line up for its hand-rolled, kettle-boiled bagels—made fresh throughout the day.
The atmosphere is cheerful and bustling. The counter gleams with trays of bagels in every variety imaginable—from whole wheat and everything to their signature rainbow bagel that has become a social media star. The staff are fast, efficient, and friendly, embodying that perfect Midtown mix of speed and warmth.
The brand’s website, libertybagels.com, offers an integrated ordering system and a Liberty Bagels mobile app, where customers can skip lines, earn loyalty points, and access app-only deals. With five NYC locations (including Wall Street, 7th Ave, 5th Ave, Queens, and Midtown), Liberty Bagels has positioned itself as a cornerstone of the New York bagel scene.
Menu & Services
Liberty Bagels is known for its classic New York-style bagels—hand-rolled, kettle-boiled, and baked fresh daily—but it’s the creative twists and cream cheese artistry that make it stand out.
Popular Bagels and Spreads:
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Rainbow Bagel with Birthday Cake Cream Cheese – colorful, sweet, and photogenic.
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Lox Bagel – classic New York favorite with smoked salmon, tomato, and capers.
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Honey Bacon Sriracha Cream Cheese – a Liberty specialty that blends sweet, savory, and spicy.
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Oreo Cream Cheese – dessert in a bagel form.
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Egg Everything Bagel with Butter or Eggs – a strong breakfast choice.
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Whole Wheat and Multigrain Options – for health-conscious customers.
Drinks and Extras:
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Freshly brewed coffee and iced lattes.
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Fresh-squeezed orange juice and seasonal lemonades.
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Breakfast sandwiches and omelets ($8–$13).
Services:
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Counter-serve and takeout setup for quick turnover.
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Online ordering via libertybagels.com or the Liberty Bagels App.
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Catering services for offices and events.
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App-exclusive rewards and “skip-the-line” pre-ordering.
Review Summary
Positives
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4.6⭐ (4,200+ Google reviews) and 4.8⭐ (10,000+ Uber Eats reviews).
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Bagels praised for being fresh, soft inside, and perfectly chewy outside—no toasting needed.
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Staff known for being friendly and attentive, even during rush hours.
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Huge selection of cream cheese flavors, including vegan and dairy-free options.
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Family-friendly environment—staff often go out of their way to help parents and kids.
Negatives
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Busy mornings can mean a 15–20 minute wait.
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Limited seating, with most customers taking food to go.
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Slightly higher prices than outer-borough bagel spots (average $10–$15).
Human Commentary
Liberty Bagels Midtown strikes the perfect balance between old-school technique and modern branding. While its viral rainbow bagels bring in crowds of tourists, its craftsmanship keeps the locals coming back. The brand doesn’t rely on gimmicks—it backs the hype with quality, consistency, and the kind of chewy, flavorful bagel that defines New York’s breakfast culture.
📌 Source: Google Maps Customer Review
Location & Accessibility
Transportation
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Steps away from Penn Station, 34th Street–Herald Square, and the A/C/E trains.
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Ideal for commuters, hotel guests, and Midtown office workers.
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Walkable from Times Square, Bryant Park, and Madison Square Garden.
Nearby Landmarks
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Penn Station – Major commuter hub, constant foot traffic for grab-and-go breakfasts.
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Madison Square Garden – Pre-show and post-event crowd favorite.
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Times Square – Tourists often walk down for a local, authentic NYC food experience.
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Bryant Park – Office workers and freelancers nearby form a strong daytime base.
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Empire State Building – Tourists heading to observation decks often stop here first.
Liberty Bagels benefits from its location at the crossroads of New York’s busiest district, ensuring a mix of locals, tourists, and repeat customers from nearby businesses.
Genius Marketing Analysis
GI (Genius Insight):
Liberty Bagels embodies the new New York breakfast—traditional craft paired with visual appeal and tech convenience. It sells both flavor and experience, equally appealing to commuters and influencers.
MDA (Marketing Action):
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Expand mobile app adoption by offering double points during off-peak hours.
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Emphasize authenticity messaging in marketing (“Hand-Rolled, Kettle-Boiled, Liberty-Made”).
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Launch seasonal campaigns (e.g., Fall Maple Walnut Week, Winter Cream Cheese Flight).
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Build collaborations with NYC-based creators for social content around the Rainbow Bagel Legacy.
10 Genius Ideas
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Liberty Loyalty App Challenges: Customers earn bonus points for visiting all five locations.
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“Morning Freedom Combo”: Any breakfast sandwich + coffee for a bundled price before 9 AM.
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Rainbow Bagel Photo Wall: Feature customer photos in-store for social proof.
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Corporate Catering Program: Streamlined online ordering for large Midtown offices.
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Cream Cheese Sampler Packs: 4 mini flavors for tourists or take-home customers.
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QR Menu Storytelling: Short videos showing the bagel-making process via scannable codes.
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Limited Edition Seasonal Bagels: Pumpkin Swirl, Black & White Sesame, or Red Velvet.
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“Tourist Taste of NYC” Box: Bagel + cream cheese set marketed through hotels and Airbnb hosts.
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TikTok Feature Series: “Bagel of the Week” showcasing staff recommendations.
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Bagel-Making Workshops: Small weekend sessions for locals and visitors.
Conclusion
Liberty Bagels Midtown isn’t just another bagel shop—it’s a cultural checkpoint in Midtown Manhattan. With hand-crafted quality, vibrant creativity, and smart use of technology, it bridges the gap between old New York flavor and modern convenience.
For commuters, it’s a reliable breakfast stop; for visitors, it’s an edible souvenir of the city’s spirit. Liberty Bagels represents the enduring pride of New York’s bagel tradition—with a colorful twist that’s become part of its legend.
Q & A
Q: What are the hours?
A: Open daily from 6 AM to 5 PM.
Q: Price range?
A: Approximately $10–20 per person.
Q: Delivery options?
A: Order through the Liberty Bagels App or libertybagels.com.
Q: Best-selling item?
A: The Rainbow Bagel with Birthday Cake Cream Cheese and the Lox Sandwich.
Q: Is it family-friendly?
A: Yes, staff are known for accommodating families and kids.
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