The ‘hole’ schmear: St-Viateur introduces hole-less bagel

There are questions as old as time itself when it comes to bagels in Montreal.

What’s better – poppy seed or sesame?

Who makes a better bagel – St-Viateur or Fairmount?

Can New York City really compete with Montreal for the crown of North America’s best bagel city?

A new marketing campaign has introduced a new query to the equation: is a bagel still a bagel without the hole?

“The first reaction today was, ‘Oh my god, these are the greatest things ever. Don’t listen to the noise keep making them,’ and I was shocked,” said Robert Morena, co-owner of St-Viateur Bagel.

“Listen, I’m a purist but I’m happy that it brings levity to the city like people…they love it they hate it but it’s something to smile about.”

Cream cheese maker Philadelphia partnered with St-Viateur Bagel and four other stores in North America to offer a limited-time hole-less bagel. The gimmick? There’s more surface area to spread cream cheese on it.

“If you don’t have a hole, it’s easier to spread your cream cheese on it but for me a bagel has a hole of course,” said one Montrealer.

Other participating bagels shops are Utopia Bagels in New York, Steingold’s in Chicago, Starship Bagel Dallas and Rubinstein Bagels in Seattle.

“First bite, see how it differs or if it does at all,” said one individual who tried the hole-less bagel. “It’s good but you know I have to get used to this hole-less bagel.”

Another saying: “I think it’s great because you can make a huge challenge with it so yeah, and nothing falls through. I think it’s a great idea.”

While some Montrealers can adapt to the change. Others prefer the status quo.

“I don’t know, for me, bagel is with a hole.”

The no-hole bagels are available at St. Viateur until Feb. 12.