Popup Bagels, a brand that has gained massive popularity on social media and received investment from celebrities, has opened a new location on the Upper East Side. The grand opening took place this weekend at 1457 Third Avenue (at 82nd Street), with the first customers featured on their Instagram feed.
Founded by Adam Goldberg, Popup Bagels has expanded rapidly from its humble beginnings in Goldberg’s Connecticut home to nine locations in Connecticut, New York City, and Palm Beach within about four years. A new Upper West Side location recently opened at 338 Columbus Ave. (at W. 76th St.).
Goldberg’s entry into the bagel business is unconventional. With a background in flood mitigation systems, he began baking sourdough bread with his cousin during the pandemic, which eventually led to experimenting with bagels. According to a 2022 New York Times article, Goldberg’s bagels quickly gained popularity, going from gifts for friends and family to winning the People’s Choice award at Brooklyn Bagel Fest in October 2021.
Before opening Popup Bagels’ first NYC location on Thompson Street in Greenwich Village, Goldberg co-hosted a popup event at Danny Meyer’s Daily Provisions. Meyer praised the bagels, telling The New York Times, “I am not one to say anything is the best version of it I’ve had in my life, but [Popup] is definitely top three.”
Popup Bagels are known for being served hot and slightly smaller than traditional New York bagels. All Recipes described them as “extremely fresh—so fresh that the hot steam can burn your hand. But eating them hot is so worth it. They’re perfectly crispy on the outside and light and fluffy on the inside.”
The main offering at Popup Bagels is a dozen bagels with two schmears. The bagels are served uncut and meant to be dipped in various schmears, which include flavors like Utz Cheese Ball Cream Cheese, Miso Butter, Scallion Cream Cheese, Butter Chimichurri, and Pink Peppercorn, among others. The schmear flavors change weekly.
Coverage from The New York Times and endorsements from figures like Meyer have significantly boosted Popup Bagels’ profile. In late 2023, the company secured an $8 million funding round with backing from Michael Strahan, Paul Rudd, and J.J. Watt. This funding will support the opening of over one hundred new locations across the U.S.