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Concert Hustle Turns Sweet: Baklava Guy's Rise
14 Oct
Summary
- A concert bet on baklava became a thriving business.
- Good Baklava averages over $20,000 in monthly sales.
- Pastries are sourced from Gaziantep, Turkey, baked in New Jersey.
In September 2021, a spontaneous bet at a Phish concert sparked the creation of Good Baklava. Jacob Komarow, now known as Roy Donk, impulsively bought baklava to resell, turning a friendly wager into a burgeoning enterprise.
Initially a side hustle at concerts, Komarow expanded his operations over three years to include other events before committing to the business full-time. He has gained recognition as New York City's "Baklava Guy."
Good Baklava averages just over $20,000 in monthly sales, with a notable peak of nearly $70,000 in December 2025, its strongest month to date. These figures represent gross sales.
The business sources its authentic Turkish baklava from Gaziantep, Turkey, with pastries baked in New Jersey before being sold through street sales, pop-ups, wholesale, and an online shop.
Pastries are a direct-trade product, featuring Turkish pistachios. The company's website lists various pack sizes, Turkish delights, and merchandise, with free shipping on orders exceeding $100.
While sales reached nearly $70,000 in December 2025, they dropped significantly the following month. The reported sales figures do not account for operational costs, making profitability assessment challenging.
