Coworking with Jeff Ustin

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Jeff Ustin is vice president at bagel seller Western Bagel, which opened Los Angeles’s first bagel bakery in 1947.

How would you describe your job to someone who doesn’t work in retail? I make sure our customers have a consistently great experience—from the quality of the product to the warmth of our service—while keeping the business healthy and growing. That means leading our team, managing operations, and making decisions that connect our brand to the community in meaningful ways. At the heart of it, my job is about making sure every guest or customer leaves happier than when they came in.

One thing we can’t guess about your job from your LinkedIn profile? I’m not active on LinkedIn, but one thing you might not know is how hands-on I am with day-to-day operations. I spend time in the stores, talk with our teams, and interact directly with customers. I believe great leadership means being present where the work happens, listening to feedback, and staying connected to the people who make our success possible.

What’s your favorite project you’ve worked on? Overseeing a product refresh that balanced tradition with innovation—introducing seasonal flavors while keeping our classics exactly the same. It was exciting to see customers try something new while still coming back for the bagels they’ve loved for years. For me, it was a reminder that our products are more than food; they’re part of people’s routines, memories, and family traditions.

Which emerging retail trend are you most excited about right now, and why? The “experience-first” movement, where customers don’t just buy a product, they connect with a brand story. In food retail, that means creating moments beyond the bagel itself, like knowing they are being made fresh or sampling new creations in-store. But the real magic is in who eats the bagels—families gathering on weekends, friends catching up over breakfast, and regulars who’ve made us part of their daily routine. Those shared moments are what turn a simple bagel into a lasting memory.

What’s your go-to coffee order? I don’t drink coffee, but I do appreciate how popular our black coffee is with customers—simple, classic, and dependable. I’ve seen it bring people together at the counter in the morning, the same way a fresh bagel does.

Worst piece of advice you’ve received? “Just follow trends and you’ll stay ahead.” I’ve learned that chasing every trend can dilute a brand’s identity. The real key is knowing your customers, staying true to your core, and only embracing trends that genuinely align with your brand. That’s how you build trust and keep customers coming back—not because you’re chasing the latest thing, but because you consistently deliver something they value.

What was your favorite retail product when you were 15, and what’s your favorite retail product now? A plain bagel with cream cheese—and it still is today. It’s simple, timeless, and just as satisfying now as it was back then. I love that something so straightforward can still bring joy to people of all ages, whether they’re grabbing breakfast before school or picking up a dozen for the office.