Inside Shug’s Bagels: Building a Dallas Staple | Justin Shugrue

This week on SMU Stories we sat down with Justin Shugrue (’17), an SMU Cox School of Business alumnus and Founder of Shug’s Bagels, to discuss his transition from finance to establishing a Dallas staple.Originally from Westchester, New York, Justin grew up immersed in the local bagel and deli culture. While he initially pursued a traditional corporate finance path at SMU, he found those roles unfulfilling. After identifying a lack of authentic Northeastern "bodega culture" in Dallas, he spent his senior year developing the business plan for what would become Shug’s.Shug’s Bagels has grown by focusing on operational simplicity, product quality, and a strategy of slow, purposeful growth. By avoiding institutional investors, Justin maintains full control over food and service standards, ensuring each new location functions as a community asset.In the episode, Justin breaks down the realities of the startup phase—from the "fake it till you make it" approach of securing a lease while raising capital, to the importance of mentorship found through cold outreach to local leaders.He also discusses the brand’s expansion into New Orleans, Austin, and Fort Worth, and his commitment to mentoring the next generation of SMU entrepreneurs. Tune in on Spotify, Apple Podcasts, and YouTube.