Seriously don't tell my Jewish girlfriend that I prefer this place - she'll kill me. But seriously hear me out - yes next door is an institution but because of that they only offer about 4 different fillings and they have massive queues.
This place on the other hand will happily make you a chicken and cream cheese or a prawn cocktail bagel. AND they make all their bagels on the premises just like next door - honestly its really good - and cheap.