Jeff’s Bagel Run is bringing back a fan-favorite promotion: Bagel Madness. Returning for its second year, the bracket-style competition transforms March into a month-long showdown where sweet and savory bagels battle it out, and customers ultimately decide the winner.
Inspired by the excitement of tournament season, Bagel Madness tips off March 16 in all Jeff’s Bagel Run locations nationwide. The competition features 16 fan-favorite bagels — eight sweet and eight savory — competing in head-to-head matchups Monday through Thursday. On each competition day, two bagels will face off, and the winner will be determined by actual sales across the brand.
“This is not a popularity poll, it is real-time results,” said Catriona Harris, vice president of marketing for Jeff’s Bagel Run. “The bagels advance based on what our guests order most, simple as that.”
The tournament begins with eight sweet bagels and eight savory bagels competing within their own brackets. Each category will crown its own champion before the Sweet Winner and Savory Winner meet in the final round to determine the 2026 Bagel Madness Grand Champion.
Adding to the excitement, customers can complete and submit their own bracket predictions beginning March 2 through the Jeff’s Bagel Run app. Guests who correctly predict winners will have the opportunity to win prizes, and participants can share their brackets on social media to showcase their bagel expertise and challenge friends.
Brackets open in the app March 2, and the first head-to-head matchups begin March 16. Guests can download the app (Apple, Google), submit their bracket, and support their favorite flavors all month long.