With so many incredible local businesses on the Gold Coast, one begins to wonder: how did they all come to be? In our series, ‘The story behind…’, we chat with local founders and owners about how their business started, their biggest learnings and their tips for other self-starters.
This time, we caught up with Nick Jang & Henry Kim, the directors of the coast’s cult-favourite lunch stop, O Bagel.
When did the idea for your business first come about? And how?
It all started with a simple question: “Is there a way to enjoy a well-balanced meal in a simple, convenient form?”. That’s where the idea of the bagel sandwich came in – and these thoughts were supported by a trip to the US. It was stunning experience where bagels were eaten in very simple ways, rather than a sit-down brunch.
We wanted to create something that was thoughtfully hand-rolled and baked, then paired with a variety of brunch-style ingredients to become a complete, satisfying meal – yet also fit into multiple occasions without being too time consuming.
Our goal was to make something that felt familiar yet new, convenient yet fulfilling; like our typical brunch styles in bagel sandwich form with a twist of difference. That’s what led to our brand slogan: “Ordinary but Unordinary.” It captures the heart of what O Bagel is all about.
Where did you start?
Our journey began on the Gold Coast Highway in Broadbeach highway. With only 15 seats and a compact kitchen, we were experimenting with bagels in the back kitchen for nearly a year to perfect the recipes. Then the real journey began.
What were some of the challenges you faced in the beginning? How did you overcome them?
It took a long time to bring O Bagel to life. We weren’t just making bagels — we were working toward the idea of a complete, satisfying meal in the form of a bagel sandwich. It took us a full year just to develop the recipe we were happy with.
Our first store opened in a small space along the Gold Coast Highway. At the time, bagels in O Bagel form were still unfamiliar to many people in the area, so one of the biggest challenges was introducing customers to what made ours special.
We also had to build everything from scratch. From the kitchen systems to the customer service and menu development, we did it all while running the shop. Every day, we listened closely to customer feedback and kept improving. Eventually, our efforts paid off. We started seeing lines forming outside the store, and before long, people driving down the highway would recognise us from the queue out front. That’s when we knew we were starting to build something meaningful.
What has been your biggest learning since starting the business?
One of the most important lessons we’ve learned is that every single detail matters to our customers. From the very beginning, we’ve been deeply focused on every part of the customer experience, from the very first bite of food to the moment they walk out of our shop.
Our customers notice when something changes, and they definitely notice when something improves. That awareness keeps us motivated to keep trying new things. We put in hard work and a lot of heart into our service, and we truly believe our customers can feel the difference.
And what about your biggest ‘I’ve made it’ moment?
There are so many ‘I’ve made it’ moments because we put ourselves 120% into every single project. The most extreme ‘I’ve made it’ moment was opening our Brisbane store. It was a huge challenge for us: it was our first location outside of the Gold Coast, and being right in the heart of Brisbane City came with a lot of pressure and uncertainty.
But one day, I looked out and saw a line of customers stretching not just inside the store, but all the way out along the street. In that moment, it really hit me that O Bagel was finding its place here too.
It was a heart beating moment and something I’ll never forget. That moment gave our entire team a sense of confidence and reassurance that we were on the right path, even beyond our home base.
What does a working day in your life look like?
Our day usually starts before sunrise. We begin by reviewing each store’s operations and carefully analysing the previous day’s sales data. Then, we often visit the stores in person to check in with the team and see how things are running on the ground.
No two days are ever the same because unexpected challenges come up all the time. That also means we’re constantly learning. At the end of each day, there’s a real sense of fulfilment in knowing we gave it our best.
What do you love about the Gold Coast community, especially as a business owner?
The Gold Coast is such a warm and welcoming place for locally grown brands. People here truly appreciate authenticity, and once they connect with a local business, they continue to support it for the long run. Thanks to the local support, we were able to grow naturally as a community-focused brand. It really is an environment for building something meaningful and lasting as the local community respects and enjoys the existence of local businesses.
So, where to next? What’s in the pipeline for your business?
We believe this is a defining moment for O Bagel. From here onwards, our focus is on how we can become a natural part of our customers’ everyday lives. But for that to be meaningful, the foundation, the core of our brand, needs to remain strong and consistent. Last year we successfully introduced O Bagel in South Korea as ‘Australia’s beloved bagel sandwich brand’ and this year, we’re preparing to open our fifth store in Brisbane’s South Bank. Looking ahead, we’re also exploring opportunities to expand into other states and, eventually, international markets.
What is your biggest tip for local business owners?
We would love to be humble and not suggest or tip anyone, but to share some of my experience in business, be humble and work together with people around you. Respect both customers and colleagues. Pay attention to every single detail. The thoughts you have will eventually come into one picture, like jigsaw puzzle.
