> Saturday, and there will be twice as many customers
Yes, but being open Saturday, he won't have Jewish customers, who are in the prime demographic group for bagels.
He won't have the Orthodox Shabbat-observing hechsher-seeking Jews. Most American Jews, and I suspect most Vermont Jews, are quite open to buying a bagel on Saturdays, or from a bagel shop that isn't strictly kosher.
Source: I am such an American Jew, though not from Vermont.
Doubly so for his non-Jewish customers.
Except, ya know, the twice as many customers he mentioned he gets on Saturday.