PopUp Bagels, the authentic bagel brand founded by Adam Goldberg, is preparing for a significant national expansion with the announcement of 300 new franchise locations. What began as a small backyard endeavor has evolved into a high-demand culinary concept that challenges the conventions of traditional bagel shops. The expansion marks a pivotal moment for the brand, which is now positioning itself as a nationwide contender in the fast-casual breakfast space.
Goldberg's vision for PopUp Bagels centers around the simplicity and integrity of the product. The brand rejects the standard sandwich shop model in favor of a more immersive experience, encouraging customers to engage with their food through the unique "Grip, Rip and Dip®" ritual. Bagels are served hot from the oven, unsliced, and accompanied by freshly crafted schmears—designed for dipping rather than layering.
Despite the scale of the rollout, PopUp Bagels is committed to maintaining the artisanal quality that defined its early days. To support this commitment, the company will establish regional production hubs responsible for crafting bagels and proprietary schmears for their respective franchise areas. This strategy ensures consistency, freshness, and brand integrity across all future locations.
Reflecting on the growth, Adam Goldberg shared that reaching this milestone feels surreal, but the heart of the business remains unchanged: intimate, community-driven, and focused on delivering a memorable eating experience. With its innovative approach and dedication to product excellence, PopUp Bagels is poised to redefine how Americans think about breakfast on the go.