He grew his side to 25 locations, $15 million in revenue.

Jeff Pereira, 48, describes the process of starting his business as a “love story.” It all started when he was trying to make the perfect bagel for his wife Danielle at a turning point in their lives.

Pereira, who had worked in retail for more than two decades for big brands like Target, Apple, The North Face and Adidas, went to work for a senior living company and was fired from her job in August 2019. At the same time, Danielle, who was living at home with her daughter and son, was ready to rejoin the workforce and suggested that Pereira become a stay-at-home parent.

Perera agreed to this change, which was good. Before Danielle rejoined the workforce, the pair found themselves driving regularly, “It was a really long way to get bagels,” explains Pereira. entrepreneur,

“She said, you know, you should just teach me how to make one,” Pereira says. “And that’s how I started making bagels.”

Connected: This CEO took a cult-favorite bagel brand national. Here are the top lessons she learned.

Fast forward six years, and Pereira’s bagel business, Jeff’s Bagel Runhas 25 locations and is on track to exceed $15 million in total revenue this year. He plans to open at least 40 stores next year.

Jeff’s Bagel Run began in Pereira’s kitchen in Florida. He says his first bagel was “terrible” and “looked like a biscuit” because he didn’t know how to roll out the dough — but he stuck with it. Perfecting his bagel recipe became an obsession.

“I spent months trying to get it right,” he says, trying different types of bagels and different combinations of ingredients. His kitchen began to resemble a science laboratory, with recipes written on notes over flour kept in glass jars. Pereira had to go through several iterations to land on the classic New York-style bagel.

“Ultimately, the bagel I got that we make today in our stores is the same recipe,” Pereira says. “We’ve scaled it up to make it at a production rate over a dozen times what I was making at home.”

Connected: This viral bagel brand grew from a backyard experiment into a national franchise on track for 300 locations

Throughout the process, they documented their journey on Instagram and Facebook and shared photos with friends and family. In November 2019, he posted a menu on his social media pages, saying he was selling bagels if anyone was interested. Jeff’s Bagel Run was officially in business.

“I got an order (and) sold seven bagels,” says Pereira. “It was really sad. But I did it.”

Although interest was low initially, Perera kept at it and the orders kept coming. By 2021, the operation had grown far beyond their home kitchen, with bagel dough filling a refrigerator housed in their garage. At the time, Danielle was “fully engaged” in the business, leaving her six-figure corporate job to help with the order. He suggested taking a risk that many people might shy away from – selling your home to arrange cash and finance the business.

Pereira agreed, and in the summer of 2021, to finance the jump from home bakery to storefront retailer, Pereira sold his home, which he purchased in 2016. They did not have investors, nor did they take out a loan to lease their first space; Instead, they raised startup capital through savings and selling their house. They also launched a community-driven Kickstarter campaign, which raised over $23,000 in a single day to pay for the oven and small appliances.

Connected: This Kickstarter campaign broke the record for making the most money ever

In July 2021, Pereira opened the doors to the first Jeff’s Bagel Run store in Orlando, Florida.

“It was scary and crazy,” says Pereira. “Some people thought we were crazy, but I don’t know. We thought we had something.”

According to Pereira, once Jeff’s Bagel Run opened its doors, the lines didn’t stop forming. The business was open five days a week, Wednesday through Sunday, and was profitable from the start.

Part of the business’s success came from authentic social media marketing. Instead of creating clever advertising, Perera powered the brand through word of mouth and community partnerships.

“I was a big believer in not trying to create content,” he says. “I focused on documenting what I was doing. I thought if I shared my story enough and was authentic as we built the business, then I would be successful in growing the brand over time.”

Connected: These dads figured out what kids wanted and built a business worth more than $100 million this year: ‘We grew very fast’

As a result of Pereira’s social media efforts, business grew due to repeat customers.

Jeff’s Bagel Run expanded rapidly, first by taking a chance on acquiring a struggling local bakery for its second location, and then by attracting the attention of experienced franchise investors. The business’s first franchise location opens in 2024.

Connected: This popular food critic was once on SNAP benefits — and now has 17 million TikTok followers. This was the moment that changed his life.

By the end of 2024, Jeff’s Bagel Run had 10 stores. Now, the franchise has a total of 25 stores in Florida, North Carolina, South Carolina, Georgia, Texas, and Illinois. Pereira says the original location is seeing 20% ​​annual growth, even as new stores are springing up nearby.

If Perera could change one thing about his entrepreneurial journey, it would be to start sooner.

“I don’t think I realized how much of an appetite I had for the risk and challenge of entrepreneurship,” he says. “It was always in me.”

Want to read more stories like this? agree money makers, Our free newsletter is full of creative side hustle ideas and successful strategies. Sign up here.

Jeff Pereira, 48, describes the process of starting his business as a “love story.” It all started when he was trying to make the perfect bagel for his wife Danielle at a turning point in their lives.

Pereira, who had worked in retail for more than two decades for big brands like Target, Apple, The North Face and Adidas, went to work for a senior living company and was fired from her job in August 2019. At the same time, Danielle, who was living at home with her daughter and son, was ready to rejoin the workforce and suggested that Pereira become a stay-at-home parent.