How a Concert Bet and Three Trays of Baklava Built a $20,000-a-Month New York Business

A casual bet among friends at a concert has blossomed into a thriving New York City enterprise known as Good Baklava, which now generates an average of slightly more than $20,000 a month in sales. The business is operated by Jacob Komarow, widely recognized around the city as the 'Baklava Guy,' who parlayed a simple September 2021 experiment into a rapidly expanding street-food and e-commerce brand.

The venture began while Komarow was traveling to a Phish concert in California. Having recently lost his first full-time marketing job and finding himself six months sober, he relied partly on freelance work to cover his expenses. On a whim, he purchased three trays of pre-made baklava from a Middle Eastern grocery store and challenged a friend to see if he could sell them. Komarow successfully sold all three trays, ultimately tripling his money. Encouraged by the initial test, he continued selling baklava at Phish concerts for nearly three years before expanding his operations to other outdoor venues.

A significant turning point for the enterprise occurred in the spring of 2022, when Komarow sampled a pistachio-heavy Turkish pastry from a vendor in Paterson, New Jersey. That experience led him to source his goods directly from a commercial bakery in Turkey. Today, Good Baklava imports these pastries and distributes them through a variety of channels, including public parks, beaches, festivals, pop-up events, and online orders via Shopify.

Visibility for the brand surged significantly after Komarow began selling pastries outside Madison Square Garden during the New York Knicks’ postseason run. By handing out free slices, filming the interactions, and sharing the footage online, he successfully expanded his digital audience. A subsequent profile in The New York Times sparked an even larger wave of public interest, which Komarow described as a 'baklava wildfire.' According to reports covering a recent nine-month period, the business recorded monthly revenues averaging just over $20,000 across street sales, pop-ups, wholesale orders, and digital purchases.

Despite steady overall growth, Good Baklava has experienced considerable month-to-month volatility driven by seasons, event schedules, and temporary locations. The company's strongest month to date occurred in December 2025, when sales approached $70,000, bolstered by holiday orders and customer traffic at New York’s Union Square Holiday Market. Conversely, sales dropped below $10,000 the following month, illustrating the unpredictable nature of the market.

To manage operations, Komarow works alongside a small team of about 11 part-time employees who assist with marketing, administration, packaging, and pop-up logistics. Operating primarily out of temporary markets, parks, and mobile setups also brings ongoing overhead expenses, including shipping, packaging, marketing, platform fees, and occasional permit or insurance costs. Komarow has noted that selling from public spaces sometimes invites police intervention over permits, though he has not faced arrest or fines.

Drawing on years of refining his sales techniques, Komarow approaches customers directly with a tray of pastries, engaging them with a pitch that blends casual conversation, stand-up comedy-style banter, and details about his imported Turkish products and signature 'Good Baklava; No Drugs' shirts. Pricing typically ranges from three pieces for $10 to seven pieces for $20, with minor adjustments at certain music festivals where three pieces can cost $15.