Last month, during Bagel Week, I published a story reminiscing about the closing of the iconic Bagel Factory. Soon after, Sharon Breiner Waltrip saw the article on Facebook and commented:
“I have a photo of my dad, Marvin Breiner, from the St. Louis Post-Dispatch, Parade Magazine, taking a bite at the Bagel Factory once upon a time (1967)!”
Her comment caught my attention, and I reached out to learn more. Sharon graciously shared the photo, a charming snapshot of her father mid-bite. But what made the moment even sweeter was the bit of “drama” it caused within her family.
As Sharon explained, “There’s a story too. My grandparents owned Breiner’s Bakery at the time, located in the Loop in UCity. So my dad being photographed in the paper—no less eating a bagel from somewhere else—got him in trouble with his mom and dad! My dad passed away in 1987, but I’m sure he still laughs about this in heaven.”
But there was a twist to the story. After digging through newspaper archives, I found that her dad wasn’t actually at the Bagel Factory that day. The article accompanying the photo revealed he was at the New York Bagelry, the city’s new bagel hotspot in 1967. The Bagel Factory didn’t open until 1974!
This revelation didn’t diminish the charm of the story—in fact, it made it even more memorable. But what truly intrigued me was Sharon’s mention of her family’s bakery. Her brief comment opened the door to a deeper dive into yet another story of St. Louis’ Jewish food culture.
Remembering Breiner’s Bakery
Breiner’s Bakery wasn’t just a place to pick up cakes and bagels—it was a hub of creativity and warmth, thanks to the talent and vision of its founders, James and Fannie Breiner. Their ability to craft detailed cartoons and custom designs made every special occasion a little more magical.
As Ron Elz, the legendary St. Louis radio host and city historian better known as Johnny Rabbit, recalled, “Breiner’s Pastry Shop was a standout in University City. They brought life and artistry to every cake, whether it was for a wedding or just a regular Sunday dessert.”
For those who frequented the bakery, the mouthwatering aroma of freshly baked goods wafting through the Loop remains a vivid memory, along with the joy of bringing home treats that were as beautiful as they were delicious.
For Jerry Breiner, the grandson of James and Fannie, the aroma wasn’t just a memory—it was part of his childhood.
“We’d wake up in the morning to the smell of fresh, hot bagels,” Jerry recalled. “If I got lucky, there would be ‘pockets.’ That’s what Grandma called them. They were square pieces of soft, delicious dough folded over a filling of cherry or apple pie, or sometimes poppyseed, blueberry, cream cheese, or lemon. They were six-sided pieces of absolute delight.”
But it wasn’t just the treats that made the bakery special—it was the feeling of being part of something bigger. “I remember visiting the bakery when I was small—maybe 3 feet tall—barely able to reach the display shelves. Grandma would have to go through the shelves after we left and restock whatever I’d sneakily taken and eaten,” Jerry said with a laugh.
His grandparents’ challah was another iconic staple of the bakery. “Grandpa’s challah was a favorite for the community. He would fold and develop the dough by hand. His forearms were like rocks—I can still picture them. The challah and honeycakes were always sent to temples during Sukkot and other holidays. They were never a letdown.”
Memories rekindled
Jerry Breiner credits our story about the Bagel Factory with stirring these fond memories. “When we saw the article, it all came flooding back—those mornings with hot bagels, the pockets and visiting the bakery as a kid. It reminded me of the pride we felt being part of that.”
He also reflected on the photograph of his dad that started it all. “I keep that picture in my Aura desktop slideshow, so I see it every day, along with other pictures of family and friends. I remember Dad talking to me before he went over there that day, saying he was going to ‘taste test the competition.’”
