Thierry Veil and Gilles Abecassis decided in 2011 to create a chain of bagels, a Jewish specialty that is highly developed in North America, inspired by New York stores. Coming from French business schools and not from the restaurant industry, they decided to take care of the brand's communication, and chose an offbeat, impertinent tone, breaking with the usual practices of the sector. They encouraged the staff to be impertinent. The bagel was not very developed in France at the time. The products are fresh, home-made and prepared on the spot in front of the customer.

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