Pacific Beach's Mission Bagel Wins Big at BagelFest West

The local bagel shop took home honors for its innovative Gefilte Fish Hillel sandwich.

Apr. 13, 2026 at 10:33pm

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A brightly colored, high-contrast silkscreen print of a single, iconic bagel with gefilte fish, sweet charoset, and beet horseradish repeated in a tight grid pattern, conceptually representing the award-winning sandwich that brought recognition to a Pacific Beach bagel shop.Mission Bagel's innovative Gefilte Fish Hillel sandwich, which earned runner-up honors at the prestigious BagelFest West competition, showcases the shop's creativity and commitment to bringing unique cultural flavors to San Diego's food scene.San Diego Today

Mission Bagel, a Pacific Beach-based bagel shop, made a strong showing at the inaugural BagelFest West competition in Los Angeles, earning runner-up in the Best Sandwich category for its unique Gefilte Fish Hillel creation. The shop also tied for first place in the Rising Star category for businesses operating for two years or less. Mission Bagel's owner, Gabe Rubin, was praised for the shop's commitment to traditional bagel-making techniques and for bringing a distinctly Jewish flair to the West Coast bagel scene.

Why it matters

The success of Mission Bagel at BagelFest West highlights the growing popularity of high-quality, artisanal bagels on the West Coast, challenging the long-held belief that the best bagels can only be found on the East Coast. As a proudly Jewish-owned business, Mission Bagel's recognition also underscores the importance of representation and the preservation of cultural food traditions.

The details

Mission Bagel's Gefilte Fish Hillel sandwich, which features gefilte fish, sweet charoset, and beet horseradish on an everything bagel, was a standout at the competition, earning runner-up in the Best Sandwich category. Gabe Rubin, the shop's owner, said the idea for the unique sandwich came from a desire to create a 'Passover bagel' that captured the flavors of traditional Jewish cuisine. Despite some initial skepticism, the sandwich was praised by judges and attendees alike for its well-balanced flavors.

  • Mission Bagel opened its brick-and-mortar location in Pacific Beach in May 2025.
  • The inaugural BagelFest West competition was held in Los Angeles in April 2026.

The players

Mission Bagel

A Pacific Beach-based bagel shop that specializes in traditional, hand-rolled bagels baked in a deck oven. The shop was founded by Gabe Rubin and his sister Hannah in 2025.

Gabe Rubin

The owner of Mission Bagel, a Cincinnati native and former construction software engineer who began making bagels as a hobby during the COVID-19 pandemic.

BagelFest West

A Los Angeles-based bagel competition that brought the New York-based BagelFest event to the West Coast for the first time in 2026.

Sam Silverman

The founder of BagelFest, who recognized Mission Bagel as a 'rising star' in the West Coast bagel scene.

Belle's Bagels, Delicatessen and Bar

A Highland Park-based bagel shop that won the Best Sandwich category at BagelFest West with its Cherrywood Beet sandwich.

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What they’re saying

“We felt we had to take a risk. Everyone's got good bagels. I was thinking, what's the equivalent of a Thanksgiving sandwich in Jewish food? What about a Passover bagel? It started as kind of a joke, but then I tried it and realized it was actually really well balanced.”

— Gabe Rubin, Owner, Mission Bagel

“They were evaluated not just on taste, but on overall story and how each shop fit into the broader competition.”

— Gabe Rubin, Owner, Mission Bagel

“The driving force for me is being part of a bagel renaissance on the West Coast. People are realizing how good bagels can be. On the Jewish side, it's meaningful to have a Jewish food front and center. The bagel is uniquely ours, and it's important to be representing as a kosher business and to be a proud Jewish business.”

— Gabe Rubin, Owner, Mission Bagel

“We recognized the best bagel makers. They were selected from scores of applicants, with only 16% making the cut. They were chosen not just for their food, but for their creativity, character and contributions to their communities. It's about dispelling the myth that it's the water that makes bagels great — it's the people, the talent and their dedication.”

— Sam Silverman, Founder, BagelFest

What’s next

Mission Bagel plans to offer the award-winning Gefilte Fish Hillel sandwich as a limited-time menu item at its Pacific Beach location.

The takeaway

Mission Bagel's success at BagelFest West highlights the growing appreciation for high-quality, artisanal bagels on the West Coast, challenging the long-held belief that the best bagels can only be found in the East. As a proudly Jewish-owned business, Mission Bagel's recognition also underscores the importance of preserving and celebrating cultural food traditions.