Goodbye Bruegger’s, Hello Einstein Bros

After nearly 30 years in business, Bruegger’s Bagels at 505 E. Grand River Ave. has closed its doors. Einstein Bros. Bagels will fill the bagel-sized hole after a remodeling of Bruegger’s former storefront.

Both brands are owned by JAB Holding Company, a Luxembourg-based conglomerate that also owns Panera and Krispy Kreme. All 17 Bruegger’s locations in Michigan are being converted to Einstein Bros, according to a press release.

East Lansing Info spoke with Jessica Serrano, Einstein Bros. Bagels chief marketing officer, about the change in bagel operations.

“Bringing the Einstein Bros. Bagels experience to communities that have long been served by Bruegger’s Bagels is a way to deepen our investment in Michigan,” she said.

“Both brands share a dedication to giving guests a fresh, quality bagel experience and a morning routine worth looking forward to. Einstein Bros. Bagels builds on that foundation with a broader, flavor-forward menu and signature double-whipped cream cheese shmears.”

When asked if Bruegger’s was performing well in East Lansing, Serrano did not give specifics but said that the transition is “less about any one location’s performance and more about leveraging the full strength of the Einstein Bros. Bagels brand in a market where we already have deep roots.”

The East Lansing Bruegger’s Bagels opened Jan. 28, 1997, and had several long-term employees in addition to MSU student team members. Serrano said that current employees have been given the opportunity to continue with the new operation during the transition.

She also said that the two brands have slightly different approaches to their bagels, with Einstein Bros. Bagels being less dense and baked fresh throughout the day, lending themselves to “a great fit for the wide variety of sandwiches and flavor combinations.”

“The goal is to give this community even more reasons to make their morning stop a great one,” Serrano said.