The pink storefront at 481 Montauk Highway in East Quogue is now the Supermodel Cafe, and the name on the door is Bethenny Frankel. The Skinnygirl founder and longtime Hamptons resident opened the bagel-driven pop-up on Thursday, August 13, and it is planned as a roughly three-week summer run.

From a joke to a storefront

The cafe grew out of the supermodel snacks videos Frankel began posting this year, a running series of lighter takes on foods people feel guilty about, which took off around her debut in this year's Sports Illustrated Swimsuit issue at age 55. The phrase started as a joke she made while getting ready for the shoot. By summer it had a logo, and now it has a counter, a menu and a rack of pink merchandise hats.

It is a notable step for Frankel, whose food empire has until now lived on shelves and screens. She built Skinnygirl from a cocktail line into a sprawling licensing business, but she has never before put her name over a physical food counter. That she chose East Quogue, a hamlet most summer traffic passes on its way deeper into the Hamptons, rather than a Main Street in Southampton or East Hampton, hands the quieter town a genuine August attraction.

Long Island bagels underneath it all

The kitchen is not starting from scratch. The cafe runs on bagels from Goldberg's, the bagel name East End locals already know, with the operation branding itself as powered by the original Goldberg's. The bagels themselves stay cheap: three dollars for a plain, sea salt, everything or cherry vanilla, all pitched as higher in protein than the standard version.

The menu builds upward from there. Spreads run twelve dollars and lean into the bit: caviar, cacio e pepe, cherry vanilla, spicy sriracha and an everything-but-the-bagel blend, with a nine-dollar sweet cream rounding out the list. Frankel's own chicken salad recipe, pitched as a lighter take on the classic, sells on its own for fifteen dollars and anchors a sixteen-dollar sandwich called the Bethenny, layered with pickled onions and truffle hot sauce on a toasted everything bagel. A lighter version of her cheesecake goes for seven dollars.

The rest of the sandwich board keeps the tone. The Supermodel Snack pairs shaved turkey, fresh tomato and a spicy sriracha spread on a plain bagel with a dusting of everything seasoning for sixteen dollars. Pop Your Cherry puts cherry vanilla spread on a toasted cherry bagel for ten. You're So Jelly runs blueberry jam and sweet cream on a salt bagel for twelve. A slate of six signature lattes covers the drink side.

The Nepo Baby costs $43

The menu's headline act is a salt bagel called the Nepo Baby: caviar spread, fresh tomato, pickled red onion, and a dollop of caviar nestled in the bagel hole, for 43 dollars. Add-ons push the theme further, from two-dollar pickled onions to a 25-dollar caviar bump and ten dollars of edible gold flakes for anyone determined to make breakfast expensive.

It is easy to read that menu as Hamptons self-parody, and that is clearly the point. The cafe is in on its own joke, selling three-dollar bagels and a 43-dollar caviar sandwich from the same counter and letting customers decide which side of the register they are on.

If you want to go

The Supermodel Cafe is at 481 Montauk Highway in East Quogue, on the hamlet's main commercial strip. The run is short by design, planned at about three weeks, which puts its final days around Labor Day weekend. Celebrity pop-ups on the East End have a habit of drawing lines that outlast the inventory, and a cafe built on one of the most followed names in the Hamptons is unlikely to be the exception.

For East Quogue, a hamlet that watches most of the summer economy accelerate past it on Montauk Highway, three weeks of destination traffic is its own kind of story. The bagels are three dollars. Watching the Hamptons stand in line for them is free.