Between Rounds
Between Rounds is a Connecticut-based bagel bakery and sandwich café franchise that vertically manufactures bagels at its South Windsor facility, operating five cafés in CT plus wholesale bagel and prepared-sandwich distribution to 24-plus grocery and convenience retailers across CT and MA.
- Company typePrivate
- Founded1990
- HeadquartersSouth Windsor, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Between Rounds does
Between Rounds is a privately held bakery sandwich café franchise headquartered in South Windsor, Connecticut, operating under Between Rounds Franchise Corporation. Founded in 1990 as The Bagel Stop by brothers Jerry and Joseph Puiia and renamed Between Rounds in 1993, the company sells freshly made bagels, breakfast and deli sandwiches, wraps, soups, salads, specialty coffee, and retail giftware across five café locations in Connecticut (South Windsor, Manchester, Vernon, Tolland, East Windsor). The Puiia family retains operational control with no institutional or private-equity ownership indicated.
The company is vertically integrated around a central bagel-manufacturing facility at its South Windsor headquarters, which produces bagels from a family recipe used for 30+ years and ships fully baked or bake-on-site product to company stores, franchise locations, and wholesale customers. Beyond retail cafés, Between Rounds operates a wholesale distribution arm supplying signature bagels to 24+ grocery retailers across Connecticut and Massachusetts (ShopRite, Big Y, Highland Park Market, Geissler's, Price Chopper/Market 32, Fitzgerald's, Ted's IGA, Armata's, Dondero Orchards) and licensed prepared-foods products (breakfast and lunch sandwiches) to gas-station convenience stores. Online ordering is enabled through Toast Tab for in-store pickup, and catering (breakfast platters, deli platters, Giant Party Bagel Sandwiches) is offered to corporate and event clients.
Revenue is generated through four primary streams: direct café retail sales, franchise fees and royalties across multiple unit formats (traditional store, kiosk/gas-station convenience, area developer), wholesale bagel and prepared-sandwich distribution, and ancillary retail (Harney & Sons teas, giftware, gift cards, loyalty rewards). The company maintains a community-oriented marketing posture via social media, local press coverage, and charitable partnerships with Connecticut Foodshare and Friendly Hands Food Bank.
Between Rounds firmographics
Firmographics- Name
- Between Rounds
- Legal name
- Between Rounds Franchise Corporation
- Website
- https://betweenroundsbagels.com
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Between Rounds is a Connecticut-based bagel bakery and sandwich café franchise that vertically manufactures bagels at its South Windsor facility, operating five cafés in CT plus wholesale bagel and prepared-sandwich distribution to 24-plus grocery and convenience retailers across CT and MA.
- Ownership category
- akta.pro rank
Between Rounds industry classification
Industry- Product category
- Fast-Casual Bagel Cafe
- NAICS
- Bread and Bakery Product Manufacturing (31181), Commercial Bakeries (311812), Baked Goods Retailers (445291), Limited-Service Restaurants (722513)
- SIC
- Bakery Products (2050), Retail-Eating & Drinking Places (5810), Wholesale-Groceries, General Line (5141), Wholesale-Groceries & Related Products (5140)
- akta.pro primary industry
- Cafe-Bakeries (Bakery + Coffee/Foodservice) (THAFAFAG)
- akta.pro secondary industries
- Wholesale / Commercial Bakeries (B2B Supply) (THAFAFAF), Bread & Rolls Wholesale (AFAIAFAA), Bread & Pastry Specialty Stores (CRAHAGAC)
Keywords
Where Between Rounds is headquartered
LocationHeadquarters
- HQ city
- South Windsor
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Between Rounds business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Café Retail Sales: Direct customer sales at company-owned and franchise café locations. Sales of bagels, breakfast sandwiches, deli sandwiches, wraps, salads, soups, specialty coffees, baked goods, and giftware to walk-in customers.
- Franchise Fees and Royalties: Franchise opportunities generating investment income from new franchise partners. Multiple franchise models including traditional store, kiosk gas station, convenience market, and area developer programs.
- Wholesale Bagel Distribution: Wholesale partnerships with grocery retailers and convenience stores. Bagels delivered fully baked, frozen and ready to thaw. Also licenses to manufacture prepared foods for wholesale to gas station convenience stores.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | Loyalty Cards |
| Transaction based/ take rate | Pay-as-you-go | Rewards Cards |
| Other | Pay-as-you-go | Gift Cards |
| Unit Pricing | Pay-as-you-go | Harney & Sons Fine Teas |
| Other | Multi-year contract | Franchise Investment |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
Between Rounds product offering
Product offeringCore offering
Between Rounds operates fast-casual bagel-and-sandwich cafes in Connecticut, serving fresh-from-scratch kettle-boiled bagels built in a central bakery, complemented by breakfast/lunch sandwiches, wraps, soups, salads, and specialty coffee. The company also distributes its bagels and prepared foods wholesale to grocery retailers and convenience stores, and runs a small franchise program for prospective owner-operators.
Product overview
Between Rounds is a bakery café and bagel shop franchise operating on a fast-casual dining model. The core product portfolio centers on freshly made bagels baked on-site daily from a company-owned manufacturing facility, complemented by breakfast items (Morning Rounders sandwiches, Morning Wrap Arounds), lunch offerings (deli sandwiches, Wrap Arounds, soups, salads), and specialty beverages (gourmet coffee, Harney & Sons teas, frozen drinks). The business operates through multiple channels: five company and franchise café locations in Connecticut offering dine-in and takeout; an online ordering platform via Toast Tab for in-store pickup; catering services for events (breakfast platters, deli platters, Giant Party Bagel Sandwiches); and a wholesale division distributing bagels and prepared sandwiches to grocery retailers and convenience stores. Additional revenue streams include giftware sales, loyalty/rewards programs, and franchise opportunities (traditional stores, kiosk/gas station models, area development). The company also partners with Connecticut Foodshare and Friendly Hands Food Bank for community outreach initiatives.
Differentiator
Problem solved
Functional benefit
Products and services
- Bagels Hand-rolled, kettle-boiled, scratch-made bagels baked fresh in the company's central bakery and served at all cafes; available in numerous varieties.
- Morning Rounders (breakfast sandwiches) Breakfast sandwich line built on Between Rounds' bagels, featuring eggs, meats, and cheeses for morning customers.
- Morning Wrap Arounds Breakfast wraps using bagel/thin-style wraps with eggs, meats, and cheeses as an alternative to traditional breakfast sandwiches.
- Deli-Style Sandwiches Deli-style lunch sandwiches built on bagels using Boar's Head meats and cheeses.
- Wrap Arounds (lunch wraps) Lunch wrap line offering wraps with deli-style fillings as an alternative to traditional bagel sandwiches.
- Well Rounded Soups Branded soup offerings served as part of the lunch menu at Between Rounds cafes.
- Well Rounded Salads Branded salad offerings served as lighter lunch options at Between Rounds cafes.
- Specialty espresso drinks Specialty espresso-based beverages and custom coffee drinks sold at Between Rounds cafes.
- Specialty frozen beverages Specialty frozen drinks (smoothies, frappes, and similar blended beverages) sold at Between Rounds cafes.
- Harney & Sons Fine Teas (retail line) Retail line of Harney & Sons fine teas sold at Between Rounds cafes as a premium tea offering.
- Catering services Off-premise catering of bagels, sandwiches, wraps, soups, salads, and coffee for corporate meetings and events in Connecticut.
- Wholesale bagel distribution Bulk distribution of fresh Between Rounds bagels to grocery retailers and convenience stores for retail sale.
- Wholesale prepared sandwiches Pre-made deli-style sandwiches prepared by Between Rounds and distributed wholesale to grocery and convenience-store partners.
- Franchise program Franchise offering allowing owner-operators to open and run a Between Rounds cafe under the company's brand, supplied by its central bakery.
- Giftware / branded merchandise Branded giftware and merchandise sold at Between Rounds cafes as retail items.
Quantifiable outcome
- Over 30 years in business as a Connecticut institution
- +2 more outcomes
Companies that use Between Rounds
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Between Rounds technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
Between Rounds partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered minor and core.
- Connecticut FoodshareminorBetween Rounds joins forces with Connecticut Foodshare to fight food insecurity. The company donates 50 cents from each BECCA sandwich sold to Connecticut Foodshare to help support local families in need. Partnership featured in Fox61 Local News coverage and CT Foodshare's Supporter Spotlight.
- Friendly Hands Food BankminorFor every PB&J sandwich sold during April (National PB&J Day month), Between Rounds donates $1 to the Friendly Hands Food Bank to support local families in need. The food bank is North West Connecticut's largest-serving food pantry based in Torrington, CT.
- Dondero OrchardsminorWholesale bagel partnership with Dondero Orchards in South Glastonbury, CT. The farm celebrating 113 years and four generations offers Between Rounds signature bagels in 4-packs featuring Plain, Sesame, Poppy, Everything, Asiago, and Cheddar flavors. Bagels also featured on Sunday morning breakfast menu.
- ShopRite (Waverly Markets/Cohen Family)corePartnership with Waverly Markets, LLC and the Cohen Family to supply Between Rounds signature bagels to ShopRite customers. Partnership covers stores at 31 Main Street East Hartford, 214 Spencer Street Manchester, and 35 Talcottville Road Vernon. Now expanded to include ShopRite locations in Wallingford, Southington, Norwich, and New London.
- Waverly Markets, LLC / Cohen FamilycoreOwners of ShopRite supermarkets in East Hartford, Manchester and Vernon, CT. Partnership formed to bring locally-made Between Rounds bagels to ShopRite bakery departments.
- Armata's MarketminorWholesale bagel partnership with Armata's Market at 901 Shaker Road in Longmeadow, MA. Family-owned independent grocer since 1963, managed by Alexis Vallides. Between Rounds supplies signature bagels to their bakery department.
- Big YcoreWholesale bagel distribution to all Big Y locations including Ellington, Tolland, Manchester, Longmeadow, Rocky Hill, Enfield, and East Windsor stores in CT and MA.
- Highland Park MarketminorWholesale bagel distribution to Highland Park Market locations in Manchester, Glastonbury, and Farmington, CT.
- Geissler's SupermarketminorWholesale bagel distribution to Geissler's Supermarket locations in Agawam, MA and East Windsor, Somers, Windsor, Bloomfield, Granby, and South Windsor, CT.
- Price Chopper/Market 32minorWholesale bagel distribution to Price Chopper/Market 32 locations in Bristol, Newington, Torrington, Middletown, Oxford, and Windsor, CT.
- Fitzgerald's FoodsminorWholesale bagel distribution to Fitzgerald's Foods of Simsbury, CT.
- Ted's IGAminorWholesale bagel distribution to Ted's IGA of Hebron, CT.
- Key FoodsminorWholesale bagel distribution to Key Foods location at 425 Broad St, CT.
- Coventry Public MarketminorWholesale bagel distribution to Coventry Public Market at 1721 Boston Turnpike, Coventry, CT.
- Gulf Gas Station (East Hartford)minorWholesale prepared breakfast and lunch sandwiches supplied to Gulf gas station convenience store in East Hartford. Includes signature bagels, cream cheese, and popular sausage, ham, bacon, egg and cheese breakfast sandwiches.
Scale indicators4 records
Recent moves9 records
Expansion highlights5 records
Between Rounds competitors and assessment
Company assessmentBroad incumbents
- Dunkin': Dominant Northeast coffee-and-breakfast chain with very high density in CT; competes aggressively for the morning bagel/coffee occasion that anchors Between Rounds' traffic.
- Panera Bread: Large fast-casual bakery-café chain with bakery-led menu including bagels, sandwiches, soups, and coffee; competes for the same breakfast/lunch occasion in CT and operates at materially greater scale.
Emerging players
- Auntie Anne's: Large fresh-baked snack franchise with strong kiosk/food-court presence and grocery-channel consumer products; comparable in franchise unit-economics and baked-goods wholesale licensing.
- Wetzel's Pretzels: Mall and kiosk-based fresh-baked snack franchise with a comparable mall/kiosk franchise model and fresh-baked positioning; useful comp for the gas-station/kiosk expansion strategy.
- Krispy Kreme: Wholesale and retail bakery operator with grocery distribution and café-style storefronts; comparable on the wholesale-bagels-into-grocery distribution angle rather than café competition.
Direct peers
- Bruegger's Bagels: Bagel-focused bakery-café chain serving breakfast and lunch sandwiches with in-store baking; closest direct competitor to Between Rounds' café-bakery concept with comparable menu and franchise footprint.
- Noah's NY Bagels: West Coast/Northeast bagel-café chain with similar menu (bagels, breakfast sandwiches, deli, coffee) and franchise/company model; directly comparable in concept and target occasion.
- Einstein Bros Bagels: National bagel-café chain offering bagels, sandwiches, and coffee in a fast-casual format; directly comparable to Between Rounds in core menu, daypart mix, and franchise/company-owned operating model.
Others
- Boar's Head Brand: Premium deli meat supplier that Between Rounds uses across its sandwich menu; an upstream supplier rather than competitor, but materially shapes the brand's quality positioning.
Regional players
- Bagel Boys / Local Independent Bagel Shops (CT): Independent Connecticut bagel shops (e.g., Bethel's Bagel Deli, J's Crab Shack-adjacent bagel counters) competing for the same neighborhood morning bagel buyer in the Hartford County market.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Between Rounds social profiles
Digital presenceBetween Rounds financial estimates
Financial estimateRevenue estimate
Valuation estimate
Between Rounds leadership team
Management profileNumber of profiles
Profiles5 records
Between Rounds funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Between Rounds M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Between Rounds
What does Between Rounds do?
Between Rounds operates fast-casual bagel-and-sandwich cafes in Connecticut, serving fresh-from-scratch kettle-boiled bagels built in a central bakery, complemented by breakfast/lunch sandwiches, wraps, soups, salads, and specialty coffee. The company also distributes its bagels and prepared foods wholesale to grocery retailers and convenience stores, and runs a small franchise program for prospective owner-operators.
Is Between Rounds a public or private company?
Between Rounds is a private company. It is classified as family owned and is currently operating.
When was Between Rounds founded?
Between Rounds was founded in 1990. It employs 1 to 10 people.
Where is Between Rounds based?
Between Rounds is headquartered in South Windsor, United States, in the North America region.
How does Between Rounds make money?
Three revenue lines are on record. Café Retail Sales are the primary driver. The others are franchise Fees and Royalties and wholesale Bagel Distribution.
Who are Between Rounds's main competitors?
Broad incumbents on record are Dunkin' and Panera Bread. Emerging players are Auntie Anne's, Wetzel's Pretzels and Krispy Kreme. Direct peers are Bruegger's Bagels, Noah's NY Bagels and Einstein Bros Bagels. Boar's Head Brand is listed as an others. Bagel Boys / Local Independent Bagel Shops (CT) is listed as a regional player.
Does Between Rounds have an API?
No public API is recorded for Between Rounds.
What industry is Between Rounds in?
Between Rounds's product category is Fast-Casual Bagel Cafe. Its primary akta.pro industry code is THAFAFAG, Cafe-Bakeries (Bakery + Coffee/Foodservice), with a secondary code of THAFAFAF, Wholesale / Commercial Bakeries (B2B Supply). Its NAICS code is 31181 and its SIC code is 2050.