There was a line around the block on Saturday, May 31, when Ruby’s Bagels opened its doors to the public at 5513 W. North Ave.
The day marked a significant milestone for Daniela Ruby Varela, who – after years of dreaming hard and working even harder – finally saw her goal of opening a bakery come to fruition.
Varela was a student working on a microbiology degree at the University of Wisconsin - Milwaukee when she sold her first bagels at a pop-up market. And it was a test of faith when she quit the multiple jobs she was working to open a bagel truck at Zócalo Food Park in July of 2019.
Her hard work paid off. Without the assistance of bank loans or investors, Varela created a profitable business. In 2023, she made it to Bon Appetit Magazine’s list of “The Very Best Bagels in the U.S.” outside of New York City.
And last spring, she signed the lease on – not just a new bakery – but a building which had been home to one of Milwaukee’s most popular bakeries, Hartter's European Fine Pastries, from 1964 to 2004.
Don’t be fooled. It wasn’t an easy journey. It was filled with challenges, setbacks and people who refused to believe that Varela could do it. But she did.
And supporting her and her employees by heading to the new bakery (or to the bagel truck, which will continue to serve bagels at Zocalo Food Park, 636 S. 6th St., Friday through Sunday from 8 a.m. to 2 p.m.) is one of the most kick-butt things you can do right now to support food entrepreneurship in our city.
Before you go
Even at 10 a.m. on Wednesday when I paid my first visit, there was a line at Ruby’s Bagels on North Avenue. So, if you choose to venture out to support them (which you absolutely should), keep in mind that you might need to wait in line for a few minutes before your order is filled.
What I can guarantee is that it will be worth it.
If you’re familiar with Ruby’s Bagel’s, the menu at the new shop will be familiar. Bagels are available in flavors like plain, poppyseed, everything, rosemary sea salt, and cinnamon cranberry (until sold out) with cream cheese available in plain, vegan (tofu-based) and house-blended flavors like jalapeno, strawberry and green onion and cheddar.
Bagels are $2.50 each or $5.50 with cream cheese. You can also buy them to take home. A half-dozen is $13.50; a full dozen is $25. Cream cheese is $6.50 to $7.50 per 8-ounce container.
You’ll also find hot sandwiches including the EC (two eggs and American cheese on a toasted bagels, $9.95), the BEC (with bacon $11.50) and the Guilty Guava (plain cream cheese and guava jam, $5.50.
Cold sandwiches include Classic Lox (cold smoked nova lox, cream cheese, red onions, tomatoes, fresh dill and capers, $14) and “The Veggie” featuring cream cheese, cucumber, tomato, red onion, fresh dill and capers for $8.
New items include coffee from Ruby Coffee Roasters in Nelsonville, WI (they don’t have espresso drinks; but you can flavor your coffee with housemade syrups in flavors like vanilla, lavender and cafe de olla), teas from Big Heart Tea and Sassy Cow chocolate milk.
Ruby’s Bagels on North Avenue is open Wednesday through Friday from 7 a.m. to 2 p.m. and Saturday and Sunday from 8 a.m. to 2 p.m.
As a passionate champion of the local dining scene, Lori has reimagined the restaurant critic's role into that of a trusted dining concierge, guiding food lovers to delightful culinary discoveries and memorable experiences.
Lori is an avid cook whose accrual of condiments and spices is rivaled only by her cookbook collection. Her passion for the culinary industry was birthed while balancing A&W root beer mugs as a teenage carhop, fed by insatiable curiosity and fueled by the people whose stories entwine with every dish. Lori is the author of two books: the "Wisconsin Field to Fork" cookbook and "Milwaukee Food". Her work has garnered journalism awards from entities including the Milwaukee Press Club. In 2024, Lori was honored with a "Top 20 Women in Hospitality to Watch" award by the Wisconsin Restaurant Association.
When she’s not eating, photographing food, writing or planning for TV and radio spots, you’ll find Lori seeking out adventures with her husband Paul, traveling, cooking, reading, learning, snuggling with her cats and looking for ways to make a difference.
