In September 2021, Jacob Komarow impulsively bought 3 trays of baklava on his way to a Phish concert in California, intending to resell them to fellow fans. When a friend doubted he could sell all 3 trays, Komarow bet that he could. The experiment became the starting point for Good Baklava, a business that now sells Turkish pastries through street sales, pop-ups, wholesale orders and online purchases. Komarow, who uses the name Roy Donk, has become known in New York City as the “Baklava Guy”. According to CNBC, Good Baklava averaged just over $20,000 in monthly sales over a recent 9-month period. Entrepreneur reported that sales came close to $70,000 in December 2025, the business’s best month to date. These figures represent sales, not profit, and do not establish how much the business earns after expenses.
Jacob Komarow, known as Roy Donk: how a concert-side experiment became Good Baklava
Komarow’s first attempt to sell baklava began as a challenge involving a Phish concert in 2021. As reported by Entrepreneur, he bought 3 trays from a Middle Eastern grocery store and set out to sell them to concertgoers. He ultimately sold the trays at a profit, tripling his initial investment. For almost 3 years, he treated baklava sales as a concert side hustle before expanding to other outdoor events and pursuing the business full-time. Komarow operates under the name Roy Donk, a reference to the comedy series I Think You Should Leave. Reporting by Resident has connected the name to the character, while coverage by The New York Times has featured the street-selling phenomenon around New York City.In June 2026, Komarow handed out free baklava to Knicks fans outside Madison Square Garden, an appearance that helped his videos gain attention online, according to Entrepreneur. CNBC has also reported on his sales to strangers in local parks and his distribution of free pastries after Knicks games. These activities have contributed to his public profile, but the available reporting does not establish how much each appearance contributed to the company’s revenue. A June 2026 profile in The New York Times brought further attention to the business. Entrepreneur reported that Good Baklava had worked with US Mobile, Acme Smoked Fish and local and national restaurants. The available information does not establish that these partnerships began as a result of the newspaper profile. The account of the partnerships is based on the founder’s comments and media reporting rather than an independently measured assessment of the profile’s commercial impact.
Turkish baklava, pop-ups, wholesale orders and online sales
Good Baklava sources its pastries from a supplier in Gaziantep, Turkey, according to Entrepreneur. The company’s website describes the product as sourced in Türkiye and explains that its trays are frozen for transport before being baked in New Jersey. The website also identifies Turkish pistachios among the product’s ingredients. The business sells through several channels, including street sales, temporary stands, pop-ups, wholesale orders and its online shop. CNBC’s reported monthly average covers multiple sales channels rather than online and in-person purchases alone.Good Baklava’s website offers several pack sizes, Turkish delights and branded merchandise. It also advertises group-gifting options and free shipping on orders above $100. At the time of checking, the company listed its 12-piece pack for $29.99, its 20-piece pack for $44, its 36-piece pack for $69.99 and its 72-piece pack for $136. These are the prices displayed on the company’s website and may change. Entrepreneur, citing CNBC, reported that 3 pieces sold in person for $10 to $15.
What the $70,000 peak and $20,000 monthly average reveal about sales
Good Baklava’s reported sales have varied considerably from month to month. Entrepreneur reported that the business generated close to $70,000 in sales in December 2025, its best month to date, helped by holiday orders. Sales fell to less than $10,000 the following month. CNBC reported average monthly sales of just over $20,000 across a recent 9-month period. The average and the December peak describe different aspects of the business: one reflects sales across several months, while the other represents an unusually strong month. Neither figure should be interpreted as the founder’s personal income or the company’s profit.Revenue also does not account for the costs of running the business. These may include production, ingredients, transport, packaging, labour and expenses associated with selling at events. Without verified figures for costs and net earnings, the reported sales figures cannot establish the company’s profitability. Good Baklava began with a small experiment selling pastries to concertgoers and developed into a business with multiple sales channels and a growing public profile. Its reported figures show both a strong sales peak and a sharp decline the following month. The distinction between sales and profit remains essential when assessing the business’s financial performance.
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