New York Bagel Co.'s name is appropriate, but also a little misleading.

New York? More like California with plenty of fresh, healthy fare (they'll substitute egg whites for no extra charge) and the occasional celebrity sighting (we spotted Lindsay Lohan early one morning, presumably still up from the night before).

Bagel? Sure, they've got 15 varieties of hole-in-the-center goodness (plus a popular flat version), but it's possible to eat a dozen breakfasts without touching a bagel.

Company? No corporate vibe here. This neighborhood favorite is more of a locals-only secret in Brentwood. It's owned by the Cichowskis, a friendly couple who work the tables every day. Patra writes quotes of the week along with the specials. Ted hangs out in classic rock t-shirts. A picture of their kids hangs over the cash register.

When you first walk in the door, you know this isn't a typical strip-mall breakfast joint. A giant model of the Chrysler Building spans the length of the ceiling. Turns out the restaurant was designed by Frank Gehry, who was buddies with the original owner when New York Bagel opened about 18 years ago.

The walls are adorned with dozens of compelling rock-and-roll photographs -- an exhibit that rotates every three months. All of the images were taken by Richard E. Aaron. Since 1971, he's shot an estimated 1.6 million images of 960 groups and 300 tours, resulting in 20,000 magazine covers. If he's not at another concert, he's probably chowing down right next to you.

"I came [to Los Angeles] twenty-six years ago looking for a bagel place. I used to have them shipped from New York," he laughed. "Then I found this ... the greatest bagels west of the Hudson."

While the great bagel debate may never be resolved, you can't go wrong at New York Bagel. Treat yourself to their unbeatable jalapeño cream cheese, with hunks of fresh green that add more of a sweet than spicy flavor.

When you need a real hearty breakfast, crack open the menu and pick from dozens of mouth watering meals.

Ted Cichowski was the head chef at nearby A Votre Sante for a dozen years before purchasing New York Bagel in 2003. His favorites are the huevos rancheros and the combo plates. You can also pick from the traditional (buttermilk pancakes, hash, Denver omlette) or mix things up with selections a lot of breakfast joints overlook (challah French toast, breakfast quesadillas, and matzo brei).

It's no problem to custom-order and chose healthy ingredients. Egg whites, turkey bacon, soy cheese, and veggies are easy to come by. That's part of the reason New York Bagel is popular with the area's large running and triathlon community.

[Aside: LAist Editor Zach Behrens was working with a running club holding events outside of New York Bagel a couple years ago when he met this particular sports addict and suggested, "Hey, why don't you write for us?"]

A bagel and plain cream cheese will run you $1.95. Breakfast plates range from about $7-10. If you come in late and don't feel like breakfast, drop $9.25 on an incredible blackened chicken wrap complete with juicy caramelized onions.

Come in for the food, come in for the vibe, and come with friends. They've got indoor and outdoor seating, and lots of people relax with their dogs out on the front patio.

Need to know:

• New York Bagel Co. is located at 11640 San Vicente Blvd. in Brentwood. It's just north/west of Wilshire and adjacent to the old Hamburger Hamlet in an upscale strip-mall called Brentwood Town & Country (on the opposite corner from Coral Tree Cafe).
• You can call in an order to 310-820-1050.
• Do not confuse it with New York Bagel Deli in Santa Monica.
• There is a parking attendant, but New York Bagel validates.
• They're open seven days a week from 7:00am to 3:00pm.
• It gets busy on weekend mornings, so expect a small wait.
• They deliver, cater, and accept plastic.
• Of course this "bagel joint" is Zagat rated. It's in Brentwood, what else would you expect?