Downtown Missoula is adding another choice for diners partial to fresh bagels.

Einstein Brothers Bagels is opening a shop on West Broadway.

The popular national chain is setting up shop about a block from another popular eatery, Bagels on Broadway.

It's business that's generating a lot of talk downtown.

The Schmidt family of Missoula also plans to open Einstein Bagels in Bozeman and Spokane.

The Schmidt's are well known business people in Missoula.

The family name is tied to Budget and Global Travel and to Mullan Station.

The newest family venture involves five new Einstein franchises.

The bagel shop in Missoula will be on the ground floor of the new Garlington, Lohn and Robinson building downtown.

"It's really exciting to be part of the revitalization of downtown Missoula,"said franchise manager Matthew Schmidt. "We thought it would be a great opportunity and a product for people to enjoy in Missoula."

Schmidt said he expects the Missoula restaurant to employ about 20 people.

There won't be a shortage of bagels downtown.

Einstein's will only be a block from "Bagels on Broadway."

It's been a landmark across from the courthouse for 19 years.

"We have our own bagel recipes that we make from scratch every day,"said owner Sue Thompson, "I've heard another bagel shop is coming to to town, and competition can be a good thing."

Einistein's in Missoula is expected to open in January.