Pastries, sandwiches, schmear – say no more

CONCORD, CA (July 2, 2025) — When it comes to high end Jewish cuisine, the holy grail for my people are lox and bagels along with pastrami sandwiches on rye bread. With these gourmet treats in mind, I eagerly looked forward to trying recently opened Rosie’s and Boichik Bagels.

Though diametrically opposite, both places are a needed shot in the arm for the local restaurant scene. Rosie’s represents the definition of a mom and pop business, while Boichik’s is a small franchise offering a superior product.

Located in a small strip mall on 4666 Clayton Road in Concord (parking in the back) (415-577-3066), Rosie’s is operated by Selina Marx and her husband Leon. They recently migrated from San Francisco with their two children, ages five and seven, to experience suburban life in Concord.

Although Rosie’s is Selina’s first business endeavor, she was virtually born into the business. As a child, she helped her dad Juergen (Harpo) Marx, who operated several coffee and sandwich kiosks in S.F.’s financial district. Marx also owned Harpo’s Cafe Society nightclub.

Moving to Concord, Selina wanted to open a small cafe offering quality sandwiches, pastries, coffee drinks and soups of similar quality to where she grew-up. Judging from Rosie’s growing customer base, her vision is being realized.

‘Quality food, not just fast foods’

Each day Leon drives over the Bay Bridge where he picks up Wedemeyer Bakery products, pastries from Jane the Bakery, along with Italian lunch meats. Selina emphasizes “We want to serve quality food, not just fast foods.”

Things start at Rosie’s (named after Leon’s Grandma) with custom ground Moschetti Artisan Coffee Roaster, roasted in nearby Vallejo. Their java drinks are complimented by delicious muffins filled with a scrambled egg, choice of cheese and sausage or bacon. Also an excellent ham and cheese croissant is available all day.

For lunch, all I can think of is pastrami on marbled rye. It reminds of what might be found at Sherman’s Deli in Palm Springs. It’s that good. Another good choice is Rosie’s Club Sandwich featuring a combo of meats and cheeses, along with fresh avocado and organic greens.

Not to be missed is the secret garlic and pesto sauces served with sandwich items. These help makes Rosie’s a special lunch destination.

These sandwiches can easily be split and enjoyed with their soup of the day, and thus, far I have enjoyed the potato and the mushroom ones. These soups measure up to any local sit-down restaurant I have visited.

All of this served in a friendly environment that reminds one of how they would like to be treated at home.

“I am obsessed with freshness, using the best ingredients possible and providing personal service to all that visit our place,” said Selina.

Most amazing, Selina and Leon have their restaurant/take-out establishment open 9-5 Monday through Saturday, yet still have time to properly raise their family.

“After 5 p.m. we treasure our role of simply being parents,” said Selina.

Boichik Bagels

Across town at the strip mall on Treat and Oak Grove (925-510-2721) can be found newly opened Boichik Bagels. This is the eleventh location for this fast-growing chain that began only five years ago.

Starting in Berkeley, Founder/CEO Emily Winston has revolutionized her industry.

The foundation of Boichik’s are their bagels. The dough is manufactured in a factory they operate near their Berkeley headquarters. It is shipped fresh each day to various outlets. The dough is then boiled (in the New York tradition) then dipped hot by hand in various seasonings. Among of them include everything, poppy seed, onion, garlic, etc.

The dough is then baked at 400-degrees for 15 minutes in a revolving oven. Out come perfect bagels that are sweet, crunchy and soft inside. Although on the expensive side at $ 3.25 each, customers continue to flock here, especially on weekends.

Boichik produces incredible cream cheese spreads to adorn their bagels. My favorite is the pink – which is semi-cultured, leaving a flavor similar to sour cream. I also enjoyed the cream cheese with bits of smoked salmon and the horseradish-cheddar-scallion combo.
But wait there’s more.

Boichik offers classic tuna, white fish and egg salad to be spread on their bagels. These offerings take second fiddle to their classic lox and bagel sandwich. Served with fresh tomato slices, red onion, capers and cucumbers – Jewish culinary utopia is realized.

Felix Vasquez manages Boichik, who first began his career as a dishwasher. Soon, after learning other functions of bagel-making along the way, he proudly runs the local operation, which is a welcome addition to the region’s culinary scene.

Contact Rich Eber at richeber9@gmail.com.