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Business & Tech

'Cranford Cougar' Sandwich Honors School Mascot

Big E's Bagel Shop plays the name game to build loyal breakfast/lunch following.

It's only August but Eric Welle, 47, the owner of Big E's Bagel Bistro, is already showing off his school spirit. 

Welle unveiled the "Cranford Cougar" — a sandwich stuffed with grilled chicken, fresh mozzarella, tomatoes and honey mustard — atop a list of quirky names for items on the menu.

Welle, a former caterer and Metuchen resident, was looking for a business where he could put his culinary skills to good use, when his wife, Sue, recommended the former Bagel America site. She is familiar with Cranford area, where she used to work as a pharmaceutical sales representative. He liked the spot and opened Big E's in February before celebrating a grand opening ribbon-cutting ceremony this month. 

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Welle says he had no plans to get overly creative with the names for his creation but Sue encouraged him to have a little more fun.

In tribute to his three children, Welle concocted some special delicacies: Chris's Calamity (roast beef, Russian dressing and coleslaw); E.J.'s Favorite (fried chicken, melted provolone, bacon and barbecue sauce), and the Gabriel (pesto, fresh mozzarella and sun-dried tomatoes).

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Big E's kids' fare is offered on the "Little Rascals" menu, where all sandwiches are named after characters from the classic TV show – including Darla and Alfalfa.

Welle says breakfast is served all day and reels in a steady stream of patrons. And some mornings, the bagels seem to fly off the bins quicker than he can keep them coming. For big eaters, the "Big E Bomber" breakfast sandwich – piled high with eggs, cheese, meat and home fries — helps customers get their day started.

"We have a regular crowd that comes in here during the week. It's a really friendly atmosphere," he noted.

Welle prides himself on the bagels he sells, bought from a supplier in Union – hand-rolled, allowed to fluff, boiled and then baked. This, he says, is why no two of his bagels look exactly the same.

"That's the way they are supposed to be made," he said, sniffing at competitors. When bagels in a shop all look similar, that's a telltale sign that the chef is using a machine, he said.

A former broker on Wall Street who attended the Institute of Culinary Education in New York City at night, Welle says he's always loved to cook, making his own sauces and dishes at home. The next step – going to culinary school – seemed like a natural choice.

"I said, "You know, let's go finetune it," he says.

Bagel Bistro is located at 123 North Union Avenue. Hours are 6:30 a.m. to 3 p.m. Monday through Friday, and 7 a.m. to 1 a.m. Saturday and Sunday.

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