From a Bet to a Buzz: The Rise of Good Baklava in New York City
In June, just outside Madison Square Garden, Jacob Komarow, a 30-year-old entrepreneur, captured the hearts and taste buds of Knicks fans by handing out free baklava — a gesture that quickly went viral. Known affectionately as the “Baklava Guy,” Komarow carried trays of the flaky, pistachio-filled Turkish pastry to eager New Yorkers, turning heads and sparking widespread interest.
Komarow is the founder of Good Baklava, a unique and roaming baklava business that operates without a permanent storefront. Instead, it thrives on street sales, pop-up stands, and online orders. His strategy involves approaching potential customers in city parks, at concerts, and music festivals across New York City — creating a dynamic, approachable brand experience. On his website, a 12-pack of baklava is priced around $30, while in-person sales range from $10 to $15 for three pieces, according to a recent CNBC report.
Overcoming Adversity: Komarow’s Journey to Entrepreneurship
Jacob Komarow’s story is not just about baklava; it is one of resilience and transformation. After dropping out of high school and battling drug addiction, Komarow found a new path through his passion for baking and selling this traditional treat. He was six months sober when he began selling baklava as a side hustle in 2021, and he now proudly marks over five years of sobriety, a testament to his perseverance and dedication.
His early social media videos, where he handed out baklava to passersby, quickly gained traction, turning Komarow into a viral sensation. A profile published by The New York Times in June further propelled Good Baklava’s visibility, opening doors for partnerships with brands like US Mobile and Acme Smoked Fish, as well as collaborations with various local and national restaurants.
Reflecting on his success, Komarow told CNBC, “The New York Times just started a baklava wildfire. All of a sudden, brands were reaching out to us to partner.” He credits New York City’s unique energy and diversity for creating the perfect environment for his business to flourish. “I don’t think this company could have ever survived anywhere else besides New York City,” he added.
How It All Started: From an Impulsive Bet to a Thriving Business
Good Baklava’s origins trace back to a spontaneous experiment at a Phish concert in California in September 2021. Komarow stopped by a Middle Eastern grocery store and bought three trays of ready-made baklava with the idea of reselling them to fellow concertgoers. Despite a friend’s skepticism, Komarow bet he could sell all the trays — and he did, tripling his initial investment.
This initial success laid the foundation for Good Baklava. For nearly three years, Komarow treated baklava sales as a concert side hustle before expanding to other outdoor events and ultimately making it his full-time venture. His dedication led him to establish a direct supply line, importing baklava from a bakery in Gaziantep, Turkey — a region renowned for its authentic and high-quality pastries. He discovered this supplier after sampling their product at a Turkish food vendor in Paterson, New Jersey, in 2022, an experience he describes as “mind blowing.”
The Numbers Behind the Sweet Success
Good Baklava’s growing popularity has translated into impressive financial results. Over a recent nine-month stretch, the business averaged more than $20,000 in monthly sales, with peak revenues reaching close to $70,000 in December 2025, driven largely by holiday season demand. However, sales can fluctuate, as demonstrated by a drop to under $10,000 the following month.
Komarow’s approach to sales is rooted in experience and adaptability. “I’ve been selling baklava for five years, and that’s five years of careful testing,” he shared with CNBC. He emphasizes listening to customers and refining his sales pitch to meet their preferences, an approach that embodies strong entrepreneurial expertise and customer focus.
What began as a casual bet has now blossomed into a beloved New York City business, symbolizing not only the American dream but also the power of resilience and community connection. Good Baklava’s story is a testament to how passion, paired with grit and savvy business sense, can turn a sweet side hustle into a thriving enterprise.
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