companyThe Profit · Season 6, Episode 1 · Aired December 4, 2018
NYC Bagel Deli
Chicago, Illinois
Renamed since the episode, and still in business. It now goes by Corey's NYC Bagel Deli.
What happened after
Renamed on-air (as part of the Profit fix) to 'Corey's NYC Bagel Deli,' personalizing the brand around owner Corey; now operates three locations.
What happened on the show
NYC Bagel Deli was the work of a master bagel maker who had built a real following in Chicago, and the episode found him dreaming of expanding beyond the city while his business went stale in place. His branding was uninspired, his product mix was scattered, and although he and his wife had come through hard times together, he struggled to give her a genuine say in the company. It was a familiar Profit situation, a genuinely skilled operator whose growth was capped by weak branding, a lack of focus, and a reluctance to share control at home and at work. Marcus's approach to a business like this centered on sharpening the brand and the product lineup, building a repeatable model for expansion, and pushing the owner to treat his wife as a real partner. The bagels and the local loyalty were assets, which made the branding and the control issues the things to fix.
After the cameras left
The deli grew and took on a new name. As part of the Profit fix it was renamed Corey's NYC Bagel Deli, personalizing the brand around owner Corey, and it now operates three locations. The two Chicago shops, on West North Avenue and North Dearborn, opened in 2000 and 2011 respectively, and there is a third in Algonquin, Illinois, all posting daily morning hours. A Facebook page shows thousands of likes and recent engagement. The rebrand and expansion Marcus set in motion clearly stuck. Confirmed operating as of 2026, high confidence.
Sources
Confidence: high. Last checked 2026-07-19.
What is there now
Street imagery via Google Maps. Location approximate.