While some pay homage to their grandparents by giving their kids a middle name, Jeremy Marmur is opening a bagel shop.

“[My grandfather and I] always shared bagels together. It reminds me of family. We even used to eat them in the early hours of the morning, when he was setting up his stall at the Queen Victoria Market,” Marmur says.

The name Schmucks (Yiddish for “fool”) is also in memory of his grandfather who, despite being a Holocaust survivor, always saw the humour in life. “He took everything seriously – except himself. So the name Schmucks is a way for me to remember this and do the same.”

Marmur travelled to New York to find out what makes a great bagel. One of the most important things he learnt is the method of steaming bagels rather than boiling them. “The process makes for a lighter bagel in texture, while maintaining the full flavour. It allows for the bagels to be better packed with the innovative fillings.”

Marmur is teaming up with hospitality trio Ben Avramides, Tommy McIntosh and chef Simon Winfield, the people behind catering group Tommy Collins and since-sold cafes Hawk & Hunter, The Little Ox and Little Collins.

Look for the bagel with swirls of Vegemite baked inside it. And while most bagels will be traditional (seeded grain, dark rye and sesame), the fillings are far from it. Take the Hippie Slicker – a seedy bagel with grilled cauliflower, hummus and lemon-dressed watercress. Or for the meat eaters, there’s the Schmoozer with hickory-smoked beef brisket, chimichurri and iceberg lettuce.

If you’re in early, grab an Allpress coffee with your breakfast bagel to go.

Opening early November 2015.

The William, Guests Lane, Rear of 199 Williams Street, Melbourne
(03) 9607 8558

Mon to Fri 6.30am–4pm.