What began as a lighthearted jest at a concert has blossomed into a thriving enterprise for Jacob Komarow, affectionately known as the “Baklava Guy” in New York City. Komarow, a 30-year-old entrepreneur who has overcome past struggles with addiction, has found his version of the American Dream through the sale of Turkish pastries. His business, Good Baklava, operates without a fixed storefront, instead utilizing a mobile model that includes street vending, pop-up stands, and online sales, bringing in an impressive average of over $20,000 per month.

The turning point for Good Baklava appears to have been the New York Knicks’ recent playoff run. Komarow’s viral social media videos capturing his presence outside Madison Square Garden, offering his imported Turkish baklava to jubilant fans, significantly boosted his visibility. This surge in attention led to a profile in The New York Times, which Komarow describes as igniting a “baklava wildfire.” The increased exposure resulted in collaborations with brands like US Mobile and Acme Smoked Fish, and a substantial overnight increase in his Instagram following.

Komarow’s journey with baklava started unexpectedly in 2021 when he purchased pre-made baklava to sell at a Phish concert, tripling his initial investment. This initial success provided a crucial financial lifeline as he navigated sobriety and freelance marketing work. His passion for the specific Turkish variety of baklava, characterized by its delicate pistachio filling and light, lemony syrup, solidified after a transformative taste in 2022. Now, he imports unbaked baklava trays monthly from a commercial bakery in Turkey, ensuring a consistent supply of his signature 40-layer flaky pastry.

Despite the recent success and media attention, Good Baklava’s business model remains dynamic and somewhat unpredictable. While a peak month during the holiday season in December 2025 brought in nearly $70,000, sales can fluctuate significantly, with the following month dipping below $10,000. Komarow manages costs associated with shipping, packaging, marketing, and his e-commerce platform, while also employing a team of part-time staff. He often operates without official permits, navigating occasional encounters with law enforcement. Looking ahead, Komarow is exploring opportunities for more permanent revenue streams, including corporate partnerships and potentially seeking investors for a physical location, while cherishing the spontaneity that fueled his remarkable rise.

Key Takeaways

• A street vendor known as the 'Baklava Guy' in NYC has built a successful business selling Turkish pastries, generating over $20,000 per month.
• Viral social media fame and a New York Times feature significantly boosted the business's visibility and led to brand collaborations.
• The business operates on a mobile model without a permanent storefront, importing baklava from Turkey and selling through various channels, including online and at events.

Editor’s Analysis & Impact

The story of ‘The Baklava Guy’ is a compelling case study in modern entrepreneurship, highlighting the power of social media virality and niche market appeal. Komarow’s success demonstrates how unconventional business models, coupled with a unique product and persistent hustle, can achieve significant financial returns. The fluctuating monthly revenue underscores the challenges of a location-independent, event-driven sales strategy, but his ability to secure consistent income post-publicity suggests a growing stability. This narrative also speaks to the evolving landscape of small business, where authenticity and direct customer engagement can be powerful drivers, potentially paving the way for more such unique ventures to emerge and thrive in urban environments.

Frequently Asked Questions

Q: How did Jacob Komarow start his baklava business?
A: Jacob Komarow started his baklava business, Good Baklava, as a side hustle and 'joke' after successfully selling pre-made baklava at a concert. He later refined his product by importing Turkish baklava and adopted a mobile sales strategy.

Q: What makes Good Baklava's product unique?
A: Good Baklava specializes in Turkish baklava, featuring 40 layers of flaky dough with finely crushed pistachios and a light, lemony syrup, which Komarow believes is superior to other commercial varieties.

Q: What are the biggest challenges for Good Baklava?
A: Challenges include the inconsistent nature of monthly sales, the costs associated with importing and packaging, operating without official permits in some locations, and managing a growing team of part-time employees.