The Bagel Café and IV Pizza: A Family Legacy of Food, Community, and Heart in Isla Vista

For more than three decades, The Bagel Café has been a cherished part of Isla Vista’s culinary fabric—a gathering place where tradition and creativity collide over hand-rolled bagels and hearty, comforting fare. Now, with the family’s latest venture, IV Pizza, they’re continuing that legacy in Isla Vista, bringing a renewed sense of community and resilience to a beloved college town.

At the core of both businesses is one simple philosophy: food made with love, served with purpose—a mantra that has guided the Friedman family through changing times, challenges, and a remarkable journey that continues to evolve.

A Bagel Tradition With Heart

Since opening its doors over 30 years ago, The Bagel Café, located at 6551 Trigo Road, has remained true to its roots while embracing the evolving tastes of its loyal customers.

“Our bagels are made the authentic New York way—boiled first, then seeded, and finally baked on 2x4s in a fire-based rotating oven,” the family shares. Unlike chain competitors, they still use liquid organic malt (never corn syrup), skip preservatives, and source the same high-quality flour that’s been part of their process since day one.

But while the craft remains timeless, the menu has grown in delightful ways. The Eggle Plus, a hearty sandwich loaded with eggs, cheese, and choice of meat, tops the list of fan favorites. Smoked salmon creations like the Hampton and Slammin’ Salmon remain perennial hits, while community-inspired inventions like the Super Emma (pesto cream cheese, avocado, lemon pepper, sprouts, cheddar) and The International (a sandwich born from a charity contest) showcase the café’s playful, collaborative spirit.

“The menu is shaped by our community—it always has been,” they note. It’s this philosophy that has helped The Bagel Café become not just a breakfast spot, but a local treasure.

IV Pizza: Reviving a Community Staple

The story of IV Pizza Pub begins with a walk through Isla Vista. During a visit to explore UCSB with their daughter, the family passed by Pizza My Heart, then preparing to close its doors. The sight struck a chord.

“Seeing another beloved business shuttered—especially one serving New York-style pizza, which connects so naturally to what we do—was heartbreaking,” they recall. Having witnessed firsthand the devastating effects of the pandemic on local businesses, they decided to step in.

Buying the business was only the first step. The family infused IV Pizza with Isla Vista’s laid-back surfer vibe, kept some of the original pizza bakers, added pitchers to foster a more communal dining experience, and introduced Hot Honey as a free condiment—a small touch that’s become a big hit.

The journey wasn’t without its challenges. “The early days were slow,” they admit. But with persistence and a strong connection to the community, IV Pizza is now thriving—serving as a testament to resilience, heart, and the enduring power of local food.

IV Pizza Pub is located down the street from Bagel Cafe at 6533 Trigo Road.

A Family Commitment to Community

Running two beloved local spots comes with its share of ups and downs, particularly in today’s challenging economic climate. “The cost of ingredients can double or triple in a year,” they explain, a reality especially tough in a college town like Isla Vista.

Yet through it all, what sustains both businesses is a deep love for the community—and the people behind the scenes. “Some of our bakers have been with us for over 30 years,” they say. “They live here, they know the customers by name—they’re not just working a job; they’re taking care of their neighbors.”

This commitment extends beyond food. From supporting UCSB sports teams to forging personal connections with players and coaches, the family has always found ways to give back. More recently, in response to rising inflation and community hardship, they chose a different path: offering popular menu items at early 2000s prices several days a week—a simple, heartfelt gesture of gratitude.

“It’s not about boosting profits,” they emphasize. “It’s about helping people feel uplifted and appreciated, especially during tough times.”

What’s Next for the Friedman Family

Though the family’s heart will always be rooted in their restaurants, their entrepreneurial spirit continues to grow. As a co-founder of SpotOn, one member of the family has expanded into the tech world, helping fellow restaurateurs navigate their own challenges and dreams.

“I knew I wanted to build something of my own,” they reflect—a choice that began with a single bagel shop in Isla Vista and has since blossomed into a multi-faceted career dedicated to serving both customers and small business owners.

At the end of the day, the family’s vision remains clear: celebrate community, honor tradition, and embrace innovation. Whether you’re biting into a freshly baked bagel or sharing a hot slice of pizza with friends, that’s the spirit you’ll taste in every bite—and the heart that’s kept these beloved local businesses thriving for generations.