The Next Generation
In 1996, Joe Morena, with sons Vincenzo, Nicolò and Roberto, along with his partner Marco Sbalno, began to expand their operations, opening up a new St-Viateur Bagel bakery-café on Mont-Royal Street. Another followed in 2001 on Monkland Avenue. In 2012 the third St-Viateur Bagel & Café opened its doors in D.D.O.. They also operate several more bakeries that serve not only Montreal, but all of North America.
As keepers of such a time-honoured tradition, the Morenas and Sblanos and their famous product have been widely recognized and celebrated, with newspaper and television coverage in media outlets across North America. St-Viateur bagels have also been featured on many Travel Channel, Food Network and other TV programs, including Bob Blumer’s Glutton for Punishment, The Today Show with Kathie Lee Gifford and Hoda, and Anthony Bourdain’s shows No Reservations and The Layover.
Despite this continent-wide recognition, St-Viateur Bagel remains firmly rooted in its local community. Joe Morena, Marco Sblano and their families are committed to giving back to the neighbourhood and city that have supported them for so long. St-Viateur Bagel hosts an annual charity breakfast in support of the Generations Foundation to help fight child poverty in Montreal. The bagel shop has also held numerous fundraisers for the Montreal Children’s Foundation, the most successful of which—held in 2007 as part of St-Viateur Bagel’s 50th anniversary celebrations—broke previous records, raising more than $50,000.