Jeff’s Bagel Run launches Second Annual “Bagel Madness” Bracket Competition

Guests decide the winner as sweet and savory Bagels go head-to-head.

Jeff’s Bagel Run is bringing back one of its most fan-favorite promotions: Bagel Madness. Returning for its second year, the bracket-style competition transforms March into a month-long showdown where sweet and savory bagels battle it out for ultimate bragging rights, and customers ultimately decide the winner.

Inspired by the excitement of tournament season, Bagel Madness tips off March 16 in all Jeff’s Bagel Run locations nationwide. The competition features 16 fan-favorite bagels — eight sweet and eight savory — competing in head-to-head matchups Monday through Thursday. On each competition day, two bagels will face off, and the winner will be determined by actual sales across the brand.

“This is not a popularity poll, it is real-time results,” said Catriona Harris, vice president of marketing for Jeff’s Bagel Run. “The bagels advance based on what our guests order most, simple as that.”

The tournament begins with eight sweet bagels and eight savory bagels competing within their own brackets. Each category will crown its own champion before the Sweet Winner and Savory Winner meet in the final round to determine the 2026 Bagel Madness Grand Champion.

Adding to the excitement, customers can complete and submit their own bracket predictions beginning March 2 through the Jeff’s Bagel Run app. Guests who correctly predict winners will have the opportunity to win prizes, and participants can share their brackets on social media to showcase their bagel expertise and challenge friends.

The interactive element builds on Jeff’s Bagel Run’s growing digital engagement. Nearly half of all transactions now flow through the brand’s app and loyalty platform, making Bagel Madness a natural extension of the company’s tech-forward approach and strong guest community.

Known for baking hot bagels from scratch in-shop throughout the day, Jeff’s Bagel Run offers 16 daily bagel flavors along with 17 house-made cream cheeses, including butters and non-dairy options, and a robust coffee program.

Brackets open in the app March 2, and the first head-to-head matchups begin March 16. Guests can download the app, submit their bracket, and support their favorite flavors all month long.

For more details check out Jeff's Bagel Run's website: https://jeffsbagelrun.com/

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