The pause comes amid a surge of interest following Marigold’s transition from a farmers market favorite to a full storefront on El Cajon Boulevard. According to the business, the shop was designed to handle dozens of customers at a time, not the hundreds who have been lining up daily since opening. The unexpected volume has prompted the team to step back, reassess operations, and make necessary adjustments before resuming service.
Marigold Bagels was founded in 2022 by former pharmaceutical chemist Mike Rabinowitz, whose science-driven approach to New York–style bagels quickly earned a devoted following at the Mission Valley Civita Farmers Market. Limited weekly drops, strict bagel limits, and frequent sellouts became hallmarks of the brand long before it ever announced plans for a permanent location. Viral social media moments only amplified demand, often pushing production to its limits.
The opening of the North Park shop was intended to mark the end of that scarcity. Instead, the debut highlighted just how intense the appetite for Marigold’s meticulously crafted bagels has become. Rabinowitz has long emphasized precision over scale, relying on tightly controlled fermentation, hand-rolling, and same-day baking without dough conditioners or shortcuts. That commitment to process, while central to Marigold’s identity, also makes rapid scaling difficult.
In recent days, staff have faced mounting pressure from long lines, strict purchase limits, and heightened customer expectations. In at least one instance shared by the business, a dispute over bagel limits escalated publicly in front of other customers, underscoring the strain placed on a small team still finding its footing in a new space.
"This guy started to scream at me because he waited online for a while, and he wanted to buy a couple of bags of bagels," explained Rabinowitz. "And when he was told he couldn’t, he lost it in front of all the customers. I had to tell him that we had a limit that day no exceptions."
Rather than continue operating under unsustainable conditions, Marigold opted to pause production entirely. The decision reflects a growing reality for independent food businesses navigating viral success. As San Diego’s bagel scene continues to heat up, with several high-profile newcomers entering the market, Marigold’s situation illustrates the challenges of maintaining craft quality while meeting mass demand. For Rabinowitz, the priority appears to be protecting both the product and the people making it.
Marigold has indicated the halt is temporary and intended to allow time to restructure workflows, staffing, and production capacity before reopening. While the pause may frustrate eager customers in the short term, it aligns with the brand’s long-stated philosophy: doing things correctly, even if that means slowing down.
Rather than continue operating under unsustainable conditions, Marigold opted to pause production entirely. The decision reflects a growing reality for independent food businesses navigating viral success. As San Diego’s bagel scene continues to heat up, with several high-profile newcomers entering the market, Marigold’s situation illustrates the challenges of maintaining craft quality while meeting mass demand. For Rabinowitz, the priority appears to be protecting both the product and the people making it.
Marigold has indicated the halt is temporary and intended to allow time to restructure workflows, staffing, and production capacity before reopening. While the pause may frustrate eager customers in the short term, it aligns with the brand’s long-stated philosophy: doing things correctly, even if that means slowing down.
Marigold Bagels is located at 2850 El Cajon Boulevard in San Diego's North Park. For more information, visit marigoldbagels.com.
Originally published on December 14, 2025.
