Super Duper Bagels, the only shomer Shabbat kosher bagel store in the greater MetroWest area, is eagerly anticipating its double chai anniversary in 2025. Bought 13 years ago by the current owner, Coby Adler, Super Duper, as it is affectionately known to patrons, is adored by the surrounding Jewish communities for its familiar roots and delicious menu. Now, 36 years after the store first opened, Super Duper is gearing up for yet another successful holiday season en route to marking this momentous milestone.
Coby’s oldest son, Shai, was the original Adler to make waves in the bagel industry. He was working at Super Duper as a teen, when the founding owner told him they were looking to sell. Shai, having enjoyed what started as a part-time job, immediately told his father about the opportunity. Coby decided to join his son at the shop, shadowing the staff and meticulously learning the ins and outs of the bagel business. After six months at Super Duper, Coby decided to buy the store and it quickly grew bigger and stronger than ever before, and became like a second home for his family.
From the first day the Adlers acquired Super Duper, Coby’s wife and children joined him in the store every Sunday at 5 a.m.. Coby recalls how his 12-year-old daughter, Yael, learned and mastered the art of thin slicing around 25 pounds of Nova lox, which she did every Sunday for years. Shai and his younger brother, Nadav, helped out in the front of the store, taking customers’ orders. Naomi, just 2 years old, was featured in their logo and used to watch the family work from time to time or sometimes join them for breakfast later in the morning with the nanny. Each Adler happily found their place at Super Duper.
As the years passed, Coby and his wife, Bess, realized they missed living in Eretz Yisrael, the country in which they had met and lived years before and which always felt like home. Shai and Nadav eventually found their way back home, taking gap years at yeshivot and then following in their parents’ tradition and joining the Israeli army. When it was Yael’s turn to go to seminary for her gap year, she too decided to stay and follow her brothers into the Israeli army. And during COVID, Coby and Bess made the simple decision to move back home to Israel, although they agreed that Super Duper would remain in the family.
As he began traveling back and forth between Israel and America, Coby became increasingly grateful to the Vaad of MetroWest, especially Rabbi Aaron Leff, and the local community rabbis for helping him maintain a proper standard of kashrut in his store. In an interview with The Jewish Link, Coby emphasized that he is truly thankful to them.
As the Adlers gear up for their 36th anniversary, they are working harder than ever to cater to the needs of the community and hoping to continue to grow now more than ever before. Coby noted that since another local kosher restaurant closed, he now needs to expand the store’s menu and catering service.
The busiest time of year for Super Duper is Yom Kippur. Coby’s family, understanding the workload ahead, is planning to join him in the U.S. this year for the holidays to help out at the store, about which he is very excited. Similar to their early days, when family and friends used to help out whenever they could, the Adler family is returning to propel the store, which is rooted so deeply in their family, successfully into its 36th year.
Coby noted that he is “very grateful to my friends who, ever since Oct. 7, recognized that with my children called back to the army, combined with the struggle to get back and forth to Israel, they really stepped up and helped out so often.” In particular, he mentioned Dr. Jonathan Blank, Harvey Greenspan, Chaim Goldman, Barry Dattelkramer, Craig Goldman and many others, for going above and beyond to support him and the business during this time.
“We’ve had the privilege of knowing Coby Adler and his wonderful family for nearly 20 years. To us, Coby is more than a friend — he’s family. We’ve witnessed his unwavering commitment to excellence, consistently going above and beyond for his customers, always putting service and quality first. Our children rave about Super Duper Bagels, declaring them the ‘best in the whole wide world!’ We can’t argue with that! We extend a hearty mazal tov to Coby and Super Duper Bagels on achieving this remarkable double chai milestone. Wishing you much continued success,” said Rabbi Mendy Kasowitz, director of Chabad of West Orange and a member of the Vaad HaRabonim of MetroWest.
Rabbi Eliezer Zwickler, the rabbi of West Orange’s Congregation AABJ&D, said, “The Adler family has always been dedicated to the service of the Jewish community and the kosher consumer.”
“We were thrilled to use Super Duper Bagels catering for two of our recent family celebrations. The food was fresh and delicious. Service was top notch and Coby worked with us every step of the way. I wouldn’t hesitate for a moment to recommend them to anyone looking for a high-level professional operation,” shared Tzvi K. on social media.
Being in the community for over a decade, Coby noted how he will often be at the store when previous MetroWest residents return to their hometown, making sure to stop in to Super Duper to show their children an important piece of their childhood.
He recalled his first catering gig of 200 people, “which was Yossi’s bris, and then three years later Yossi’s upsherin and I recently catered his bar mitzvah as well. Seeing the community “grow up” through the lens of Super Duper has been an unforgettable experience.”
Hannah Kirsch is the development coordinator at Sharsheret and a former Jewish Link intern.
