What started as a pandemic-era home baking experiment is now on the brink of becoming a nationwide sensation. Jeff’s Bagels, the Winter Garden-born brainchild of Jeff and Danielle Perera, is scaling fast—dough pun intended. With a fresh store redesign and a growing network of franchisees, their made-from-scratch bagels are about to become a household name.
And to think, franchising wasn’t even part of the plan.
An Unexpected Opportunity
“We never entertained the thought of franchising,” says Danielle. “After outgrowing our home kitchen, we took a big leap and opened our first store. We thought that was enough. Then a second opportunity in College Park opened up—another bagel shop was closing, and we couldn’t pass up a fully outfitted space. But two stores were our limit. Franchising Jeff’s Bagels was never the goal.”
Then came Justin Wetherill. The entrepreneur who scaled You Break. I Fix. into a 600+ location powerhouse had sold his company and was looking for his next big venture. A bag of Jeff’s Bagels landed in his office, courtesy of his attorney. One bite, and Wetherill wanted to meet the people behind the dough.
Just like that, the franchising conversation got very real, –
very fast.
Franchising 101: Crash Course Edition
“Justin had answers to questions we didn’t even know to ask,” Danielle says. “He’d done it before. He had the connections, the playbook, the franchise disclosure documents—all things we had zero experience with. More importantly, his values aligned with ours. The fit just made sense.”
So, Jeff and Danielle got to work.
“We spent a year refining our store design,” Danielle says. “We even took a pilgrimage to New York City to study the best bagel shops. What we found was surprising—most places don’t serve warm bagels, and many don’t even bake in-store. But they do take their cream cheese seriously, with up to twenty different options.”
Jeff’s Bagels doubled down on what set them apart. Their bagels are baked fresh on location and served hot. They expanded their cream cheese selection from five to twelve and continually rotate unique seasonal flavors—like a chocolate marshmallow fluff spread that wowed customers on Valentine’s Day.
Scaling Without Losing the Magic
One of the biggest challenges in franchising? Maintaining consistency—same taste, same quality, same culture. Jeff and Danielle knew that if they were going to do this, they had to do it right.
“We developed a full set of operational procedures for franchisees,” Jeff explains. “We have one supplier for all ingredients, and every store follows the same standards. Franchisees go through extensive training in Orlando—a 10-day boot camp before opening, plus another eight days with us post-launch. We teach them everything—how to hire staff, run the store, cook the bagels, scout new locations, and maintain brand integrity. We even provide uniforms and in-store marketing materials.”
For a couple who never planned to franchise, Jeff and Danielle have quickly become savvy business builders, learning in real time what it takes to scale.
Building a Powerhouse Team
Danielle is the first to admit they couldn’t do it alone.
“We are not just Jeff and Danielle anymore,” she says. “We’ve built an incredible team—Marketing, PR, Real Estate, Tech—all working toward the same goal.”
And the momentum is undeniable. Twelve locations are open, two more corporate stores are on the way, and 28 franchised locations are set to start building this year. Another 40-plus are already in agreements.
So, is the goal to become a national bagel chain?
“Absolutely,” Danielle says without hesitation.
Tech, Franchising—and a Few Unexpected Hurdles
With rapid growth come new challenges. Some expected. Some not.
“In the beginning, Jeff and I had to redefine our roles,” Danielle explains. “We’ve learned our individual strengths and built the tools we need as we go. For example, we even developed our own internal POS software—AU-Dough-Nation—which now has a patent pending. National Restaurant News even did a whole piece on it.”
But some challenges have been more frustrating.
“The biggest struggle? Construction.” Danielle laughs. “Dealing with different municipalities and permitting—it’s exhausting. We had no idea how long it could take to build a new store. Best-case scenario? Six months.”
And the learning curve continues.
“We’re heading to a multi-franchise conference in Vegas this year. It’s going to be eye-opening. Jeff and I can’t wait
“We’ve built an incredible team—Marketing, PR, Real Estate, Tech—all working
toward the same goal.”
The Power of People: Why Jeff’s Bagels Will Succeed
Jeff’s Bagels is thriving because the right people came together at the right time.
Jeff is the bagel mastermind, crafting the product to perfection.
Danielle is the operations expert, making sure the logistics work.
Justin Wetherill brought the franchising expertise and tech know-how.
And then there’s Rachel Siegel, the financial strategist who helped set the foundation for success.
“I met Rachel back when I was a stay-at-home mom trying to start a resume-writing business,” Danielle says. “She was an accountant running Go Figure Accounting, and we bonded immediately. She introduced us to Profit First, a system that helped us get profitable fast. She made us think critically about our business decisions and challenged us every step of the way.”
“She’d always push us. I’d say, ‘We’ll never open a store.’ She’d say, ‘You will.’ I’d say, ‘Two stores is too much.’She’d say, ‘You’ll make it happen.’
She helped us set up our 401Ks. And she held our hands through all the rough patches in our franchise journey. In a very real sense, she was the best naysayer ever. She poked holes in whatever we brought her to get us to really examine things closely. She taught us how to ask the right questions at the right time. How to make sound business decisions.”
“Rachel is part of our family now. And honestly? We couldn’t have done any of this without her.”
Looking back, Jeff and Danielle are amazed at how far they’ve come. From baking in their home kitchen to leading a national franchise movement—all while keeping their family at the center of it.
With bold expansion plans, a rock-solid team, and a brand built on quality and innovation, Jeff’s Bagels is proving that the best ideas don’t just rise—they soar.
4 Key Takeaways from the Pereras
Stay Open to Unexpected Opportunities. Jeff and Danielle never planned to franchise, but when the right opportunity (and the right partner) came along, they adapted and embraced growth. Flexibility in business can lead to paths you never envisioned.
Surround Yourself with the Right People. The Pereras built a strong team of experts—from franchise veteran Justin Wetherill to financial strategist Rachel Siegel—who brought the experience and knowledge they lacked. Delegating and trusting specialists is crucial for scaling successfully.
Prioritize Systems & Standardization. From recipe consistency to franchisee training and a proprietary POS system, Jeff’s Bagels invested in repeatable processes to maintain quality across locations. Building scalable systems early can prevent major operational headaches down the road.
Know Your Numbers & Plan for Growth. With Go Figure’s Profit First approach, the Pereras ensured cash flow stability and financial sustainability while scaling. Business owners should have clear financial oversight to avoid growing too fast without the funds to support it
These lessons—embracing opportunities, building the right team, creating scalable systems, and managing finances wisely—can help any business owner set the stage for long-term success.
Getting Down to Business
As Jeff’s Bagels scales from a local favorite to a national franchise, financial strategy is more critical than ever. Here are two key areas that Rachel would focus on to ensure long-term success:
1. Cash Flow & Profitability Management: Expansion requires serious capital, and Rachel has implemented Profit First, a cash management system that ensures Jeff’s Bagels stays financially healthy while growing. By prioritizing profitability, Profit First helps the company:
Maintain strong cash reserves for unexpected expenses.
Ensure each franchise location remains financially viable before scaling further.
Develop financial forecasting models to anticipate revenue fluctuations and expansion costs.
In a high-growth phase, it’s easy to reinvest every dollar into expansion, but sustainable growth means keeping a close eye on cash flow to prevent overextending.
2. Franchise Financial Structuring & Compliance: With dozens of franchise agreements in motion, the financial structure must be airtight. Be sure to consider:
Royalty and fee structures to balance profitability for both corporate and franchise owners.
Tax planning strategies to optimize deductions and minimize liabilities.
Franchise financial reporting requirements to maintain compliance with federal and state laws.
The move from a small business to a national franchise means new layers of financial complexity. Proper structuring in the beginning will save headaches—and money—down the road.
With an expert financial and legal team in place, Jeff’s Bagels isn’t just growing—it’s scaling smart.
