Rob Kenny joins Will Laurenson to explain how New Yorker Bagels turned a wholesale bakery into a national fresh food ecommerce business. He shares how the company ships bagels baked to order, why 2-day delivery beat unreliable overnight shipping, and what it takes to build a brand from a business that never needed one. The episode covers Meta and Google acquisition, repeat purchases, subscriptions, wholesale direct, customer messaging, TikTok content pressure, and the operational strain of keeping fresh food genuinely fresh across the US. It also shows how small UX decisions can protect margins and keep loyal customers ordering again.