Few things match the appeal of fresh bagels and baked goods on a Sunday morning. For those in western Massachusetts, these breakfast staples and afternoon snacks are easily accessible at any of the large number of restaurants in the area. Tandem Bagel Co. is one such place.
A family-run operation with five locations across the region and a sixth in development, Tandem is largely known for its classic bagel selection, rotating specials and local community involvement. The atmosphere typically draws a mix of college students and local families.
Since opening 2013 with 20 employees, the business has expanded to almost 200 today. Tandem operates on a hub-and-spoke model, where only certain locations are bakeries; they distribute to cafe-only locations. Because of this model, when the business expands, it has to be strategic and well-thought-out due to the delivery process between bakeries and cafes.
Sean LaFlamme, Chief of Operations, highlighted the importance of maintaining brand integrity and values while expanding and the challenges that come with it, saying that “you have to evolve your process, you have to evolve your brand.”
“Doing that while also maintaining integrity has been challenging, but I feel like we’ve done a very good job of it,” LaFlamme said.
When the shops started expanding across the Pioneer Valley, there were differences between the locations, both in food items and vibes. After the addition of the Hadley location, the team started to focus on consistency across the board.
This was achievable through maintaining close-knit co-worker relations. Store managers meet once a month for meetings to check in on operations. The owners, Chris and Andrea Zawacki, host an annual summer party for all staff and other events throughout the year.
“All of that stuff really contributes … to the culture,” bakery manager Alyssa Sanchez said. “Keeping us all grounded that this is a really big, growing business, but we’re all still a huge part of the community.”
Supporting the community is a big part of Tandem’s brand internally and within the community surrounding. The company partners with local nonprofits and donates to their events and causes that align with its values.
For Girls on the Run, a national organization with local chapters that hosts two 5K marathons every year, Tandem donates roughly 500 bagels for each run. The company also started doing hot chocolate runs for Safe Passage, a social services organization in Northampton, Mass., which provides resources for victims of domestic violence and relationship abuse. Tandem provide bagels and sponsor them monetarily.
Another event that is personal to the Tandem family is the Alzheimer’s Walk, where they sponsor and provide bagels every year.
“There are tons that we support,” head of social media marketing Molly Daniels said. “Our main focus in marketing is doing those local sponsorships and putting that money into local organizations.”
Daniels has also created a community on social media while running the official Tandem Instagram account which has amassed over 10,000 followers. Through the platform, Daniels gives customers and fans a closer look into the shop through employee spotlights, the rotating flavor specials and even quick updates regarding the store’s hours and closings.
Product manager Elizabeth Meade broke down what goes into those specials and how they get put out. A big factor that goes into the food item decisions is utilizing what is in season. Other factors, like time of year and acting on customer suggestions, play a part as well. Specials that have become customer favorites make a comeback every year. Meade also takes into account what is trending or something fun they want to experiment with.
The recipe testing process starts about three months before an item drop. It all starts on paper before Meade starts testing the products.
“I’ll test every drink and every sandwich and play around with it,” Meade said. “Then I’ll bring it to everyone else [on] the admin team, and I’ll say, ‘What do you think?’” The team continues to work on the item until they decide it is ready.
After that, the finalized products are ready, the team starts thinking about naming and marketing the product. Ingredient availability is crucial to the possibility of the food item or drink, because it can determine how long those specials will run.
One such Baker’s Special that is available for only two weeks is the Cool Ranch Dorito bagel. Some bagels make an appearance for just a day, including the Valentine’s Day bagel.
Students at surrounding schools such as the University of Massachusetts and Amherst College have Tandem bagels provided to their dining halls. The partnership with UMass is special because the three ounce bagels are specific to the school. UMass dining halls and cafes are the only places those smaller bagels can be found.
“It breaks up what we normally do,” Sanchez said. “Which is fun, so it’s kind of cool.”
While the company continues to expand, its focus remains on balancing regional growth with a localized feel. As the business prepares to open its sixth location, it faces the ongoing task of maintaining brand integrity across a larger scale.
However, by prioritizing employee culture and community partnerships, from university dining halls to local non-profits, the company has established a functional model for growth that remains rooted in its original neighborhood shop identity.
Through its “hub-and-spoke” logistics, a rigorous development process for seasonal menu items and consistent philanthropic efforts, Tandem has integrated itself into the daily routines of people across and around Hampshire County.
Olivia Thibodeaux can be reached at [email protected].
