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And how will they do this? Well, by pointing out that the foodstuff has half the calories of a bagel, for one (a lot of ears just perked up with that one). It's usually eaten plain or with cheese, but at the shop you can get them as sandwiches and with dipping sauces. While this is the first Big Apple location, the hope is to roll out 20 locations throughout the city as the item becomes more popular - a second FiDi outpost at the corner of John is next. For now, you can drop by 124 West 72nd to try them out (212-496-6605).