Tradition Meets Trend: Navigating Brand Evolution in a Modern Market | Modern Restaurant Management | The Business of Eating & Restaurant Management News

The way people find and connect with food has changed over the years; Gen Z, especially, is driving that shift. They discover new spots online, make decisions fast, and care just as much about the story behind what they’re eating as they do about the food itself. That shift has made family-owned businesses think differently about what it means to stay relevant. Platforms such as TikTok and Instagram serve as powerful marketing tools, particularly when a single video can attract thousands of viewers. But what brings people back, again and again, is something more enduring than virality.

That’s where family-run businesses often stand out. These businesses are built on decades of consistency and personal investment. When a business is passed down through generations, it reflects a deeper level of accountability. More than a business, it’s their legacy. That’s why everything is personal. You see it in how teams are treated, how customers are greeted, and how feedback is…

Jeff Ustin

Jeff Ustin serves as Vice President of Western Bagel, a family-owned company founded in 1947 by his great-grandfather, Dave Ustin. As the fourth generation in the business, Ustin works alongside his father, Steve Ustin, the company's current President. Under their leadership, Western Bagel has grown into the largest bagel manufacturing organization on the West Coast, operating 10 retail locations across Southern California and distributing products nationally and internationally. The company continues to honor its roots by producing kettle-boiled and hearth-baked bagels, maintaining the traditional methods established by Dave Ustin. Ustin's role as Vice President encompasses overseeing operations and ensuring the company's continued growth while preserving the legacy and quality that have defined Western Bagel for decades.

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Jeff Ustin