Bagel Business Grown From Home Experiment Blossoms Nationally, Aiming for 300 Locations
PopUp Bagels, a unique bagel franchise, has captured the attention of both customers and investors alike, rapidly expanding across the United States since its inception in 2020. Founded by Adam Goldberg in Westport, Connecticut, the concept has grown from a pandemic side hustle into one of the most ambitious and sought-after new franchises in the U.S. as of 2025 [1][2][3][5].
A Unique Approach to Bagels
PopUp Bagels offers a distinctive product experience, focusing solely on fresh, hot bagels served unsliced to enhance the customer experience of gripping, ripping, and dipping [1][3]. Unlike traditional bagel shops, PopUp Bagels does not offer sandwiches or toasters. Instead, the shops are designed for convenience and efficiency, with small stores averaging 1,000 to 1,200 square feet and no seating [4]. They typically operate from 7 a.m. to 4 p.m.
Efficient and Sustainable Growth
PopUp Bagels' growth strategy prioritizes quality over quantity, giving large territories to a small, carefully selected group of operators [1][4][5]. The company seeks experienced franchisees with local market knowledge, hands-on operators committed to growing the brand, and operators possessing the operational infrastructure to support multi-unit development [4]. This selective approach has allowed PopUp Bagels to expand into states including Massachusetts, Connecticut, New York, Florida, North Carolina, South Carolina, Tennessee, Georgia, California, and Maine [1][2][5].
Attracting Investment and Leadership
PopUp Bagels has attracted private equity investment, with majority ownership by Stripes, and recruited Tory Bartlett, an experienced franchise executive, as CEO to lead rapid expansion while maintaining brand quality and connection [4][5]. The company has already signed 300 units across 10 states in its franchise program [1][2][3][5]. Kal Gullapalli, CEO of MPZ Holdings, plans to open 30 PopUp Bagels locations in Florida, further accelerating the brand's growth [6].
A Cult Following
PopUp Bagels has built a cult following with its unique approach to bagels, serving them hot and selling them in packs of three or more with rotating weekly "schmears" [7]. Every bagel at PopUp Bagels is sold hot and fresh, and the secret sauce is in the schmear. The response to PopUp Bagels was immediate and overwhelming, leading to its evolution into a full-fledged brand [8].
In summary, PopUp Bagels' unique franchise model combines a distinctive product experience with efficient, small-format stores and a selective approach to franchisee partnerships, enabling rapid yet controlled growth across multiple states [1][4][5]. With a focus on quality over quantity, PopUp Bagels is poised to continue its rapid expansion, aiming to reach 100 operational locations by the end of 2027 from the initial 300 signed agreements.
[1] PopUp Bagels signs 300 units across 10 states [2] PopUp Bagels aims for 100 operational locations by 2027 [3] PopUp Bagels: A unique franchise model [4] PopUp Bagels attracts private equity investment and new leadership [5] PopUp Bagels expansion continues [6] Gullapalli plans to open 30 PopUp Bagels locations in Florida [7] PopUp Bagels' unique approach to bagels [8] The story of PopUp Bagels
- PopUp Bagels, a distinctive food-and-drink small-business, has experienced remarkable success in the industry since its inception in 2020, expanding rapidly through strategic scaling and entrepreneurship.
- The business' unique strategy eschews traditional bagel shop offerings like sandwiches and toasters, instead focusing on fresh, hot bagels served unsliced for an enhanced customer experience.
- PopUp Bagels' growth plan prioritizes quality over quantity, assigning large territories to a select few experienced operators, boosting the brand's reputation in various states such as California, Georgia, and Florida.
- The startup has attracted significant finance from firms like Stripes, enabling further expansion while maintaining a commitment to brand quality and connection.
- Tory Bartlett, an experienced franchise executive, serves as CEO, driving the brand's growth and overseeing its franchise program, which already comprises 300 units across 10 states.
- PopUp Bagels has fostered a loyal following – a "cult," some might say – due to its distinctive approach to bagels, offering hot bagels with rotating weekly schmears and often selling them in packs of three or more.
- With ambitious growth plans, PopUp Bagels intends to reach 100 operational locations by the end of 2027, consolidating its position as one of the most successful and sought-after new franchises in the burgeoning fintech market.
