“Alper, the founder of Noah’s Bagels (recently sold to Einstein Bros. for $100 million), offers uplifting business wisdom from his own rocky path to success…. This earnest book shines with Alper’s conviction, business savvy and decency; while he acknowledges the joys of a financial success, he ends with his eyes on the prize: ‘What’s important is providing for your family, conducting yourself with integrity and living a life of meaning.’”
PUBLISHER’S WEEKLY, September 14, 2009 (read the full review)

“Alper is one lucky mensch. He hit upon bagels in 1989, when the carbohydrate-loading market was taking off, and sold the business right before carbs became a naughty word… Each success led to a new venture, and failures led to learning.”
JEWLICIOUS.COM, September 14, 2009 (read the full review)

“Noah Alper, in this book, teaches you lessons from his 35 years as a entrepreneur. Four of his six major ventures succeeded, and in this business, that is great. Noah’s Bagel leveraged his distinctly Jewish roots, as does this book… I do not think you will read a more honest book this year.”
MYJEWISHBOOKS.COM, September 2009 (read the full review)

“Noah Alper, a serial entrepreneur who created Noah’s New York Bagels and sold it for $100 million seven years later, proffers menshlekhkeyt as a route to riches. In Business Mensch: Timeless Wisdom for Today’s Entrepreneur (Wolfeboro, September), the Brookline native, Berkeley resident, and Pardes Institute alumnus offers tips to aspiring machers.”
TABLET MAGAZINE, September 8, 2009

“Alper (founder, Noah’s Bagels), with journalist Fields-Meyer, offers a quick-reading business memoir with both personal and spiritual advice on how to be a “business mensch” (an “honorable, decent person”). He suggests having a little chutzpah, treating both employees and customers right, and taking time off when necessary. Fans of entrepreneurial guides with some personal philosopy… might enjoy this one as well.”


The StreetBeat
Lifestyle Magazine for Today’s Indie Artist
May, 2010

East Bay Express Small Business Monthly
Retail is Detail says Noah Alper
by Bernice Young
April 28, 2010

Mercer Island Reporter
Faith, social activism and a bit of “mazel” made Noah’s Bagels founder a success
by Mary L. Grady
April 21, 2010

San Francisco Examiner
Credo: Noah Alper
by Lisa Geduldig
April 4, 2010

San Francisco News & Views
Occasional commentary regarding retail and retail real estate market in San Francisco
Ross Portugeis
February 29, 2010

Noah’s Bagel Founder Meets Namesake
Marin Independent Journal
January 17, 2010

Interview with Noah Alper, Founder of Noah’s Bagels
January 5, 2010

Bagel Firm Founder Tells What Noah Would Do
San Francisco Chronicle
December 13, 2009

Of Business and Bagels
Midlife Bat Mitzvah
December 13, 2009

The Whole Schmear
East Bay Express
December 9, 2009

A Mensch Isn’t Always a Mensch
Moment Magazine
November/December 2009

A Chat With Noah Alper, Schmear King
The Jew and the Carrot Blog
October 29, 2009

An Interview With Noah From Noah’s Bagels
October 2009

Noah Alper Writes Inspirational Business Book
The Canadian Jewish News
October 16, 2009

A Recipe for Success
Jerusalem Post
September 30, 2009

Indie Business Memoir Scores Major Reviews
September 23, 2009

Business Maxims From Noah’s Bagel Maven
September 16, 2009

The Audacity of Schmear: Noah Alper’s Bagel Brilliance Revealed in New Autobiography
September 10, 2009

News Flash: Nice Guy DOESN’T Finish Last (.pdf)
Letters & Science, University of Wisconsin-Madison
Fall 2009

Noah Leaves Bagels Behind
San Francisco Business Times
December 9, 2005

Ristorante Raphael blends Italian, Jewish cuisines
San Francisco Chronicle
November 21, 2003

Einstein Bros. to Buy Noah’s Bagel Stores
The New York Times
January 24, 1996

Noah’s Sold, Bagel Giant Born
San Francisco Chronicle
January 24, 1996


“A timely book about the importance of being a mensch—written by a mensch. I guarantee it.”
Founder and CEO of Men’s Wearhouse

Business Mensch is a superb testimony to the power of traditional values to transform business for the better. Noah Alper tells it like it is. I highly recommend this insightful guide to entrepreneurs interested in learning from a real pro!”
Founder of Skyy Vodka

“Noah Alper makes a stunning contribution to business with his brilliant Business Mensch, the best business book I’ve read in years. It’s unique, informative, engaging and loaded with revelations that no other author has put into words. To say I recommend it is like saying I recommend breathing fresh air.”
Author, “Guerrilla Marketing” series of books

“Chutzpah, rebbe, Lech Lecha, Shtetl…. not exactly standard terms in most business school classes. Noah Alper’s remarkable book offers keen insights into the power of enduring cultural values—insights that are particularly valuable during this period of change in our economy.”
Professor, UC Davis Graduate School of Management

    and receive
    a signed copy of
    Business Mensch!

    Business Mensch cover

    (Also available at and B&

    “This earnest book shines with Alper’s conviction, business savvy and decency.”

    “Part memoir, part Jewish homily, part how-to manual, 'Business Mensch' tells the tale of a scrappy Jewish kid from Boston who hit the jackpot with Noah’s Bagels.”