Adam Goldberg didn’t set out to disrupt the bagel industry—he just wanted to make a better bagel. What started as a backyard passion project has grown into PopUp Bagels, a nationally recognized brand known for its commitment to quality, innovation, and community. With the tagline "Not Famous, But Known," the brand has carved out a loyal following by reinventing the bagel experience. In this exclusive interview, Goldberg shares his journey, the strategic decisions behind his success, and his vision for the future.
Carece Slaughter: Adam, PopUp Bagels began as a backyard endeavor and is now a household name, even attracting investments from notable figures like Paul Rudd and Michael Phelps. How did this journey unfold?
Adam Goldberg: It all started in my home kitchen during the pandemic. I was making sourdough bread, like many people at the time, but one day, I decided to try making bagels instead. I wanted something fun, something nostalgic. When I finally went back to a traditional bagel shop, I realized I didn’t miss their bagels—I missed the bagels of my youth, the ones that smelled like pure, fresh-baked dough and not deli ingredients.
I started giving bagels away to friends and family, and soon I had to start selling them just to keep up. The community in Westport and beyond really rallied around us, offering kitchen space and support. Before I knew it, we were being named the best bagels in Connecticut while still baking from home. That level of community support has fueled our growth, and now we’re on a path to national expansion.
CS: Franchising is a huge milestone. What qualities do you look for in potential franchise partners?
AG: We’re looking for experienced operators with strong reputations in the industry—people who truly understand and embrace our vibe. When we announced our franchise plans, we had over 1,000 inquiries in the first month alone. But we’re being selective. We want partners who understand that the simplicity of what we do is the beauty of it. They need to be committed to keeping the product and experience consistent.
We’re not looking for someone who wants to start adding sandwiches or turning us into a coffee shop. PopUp Bagels is about the purity of a high-quality, freshly baked bagel, and we want franchisees who share that vision.
CS: You recently appointed Tory Bartlett as CEO. What prompted this decision, and how do you see your role evolving?
AG: The most important thing in growing a business is surrounding yourself with amazing people. While I have a strong vision for the brand, executing a national expansion requires expertise beyond my own. Tory has extensive experience in rolling out franchises and managing large-scale operations. Bringing him in allows me to focus on maintaining the brand’s essence—innovation, quality, and community—while he handles the operational execution of our growth strategy. It’s a move that ensures we stay true to who we are, no matter how big we get.
CS: Your "Grip, Rip, and Dip" concept is a game-changer in the bagel world. What inspired it?
AG: It actually started organically. When we were only open on weekends, we’d see people pick up a dozen bagels, drive 20 feet, pull over, and immediately start eating them—ripping them apart and dipping them into their schmear cups right in their cars. It became clear that people were enjoying our bagels differently.
So when we opened in New York, we leaned into that experience. My wife, Jen, suggested we paint "Grip, Rip, and Dip" over the counter so people would know—this is how you’re supposed to enjoy them! It reinforced our idea that bagels don’t need to be sliced or turned into sandwiches. They can be shared and experienced in a way that brings people together.
CS: You’ve introduced some unique schmear flavors—Oreo cream cheese, sweet basil butter. How do these ideas come about?
AG: It starts with community and collaboration. Early on, we partnered with local businesses, asking, "What would you like to create?" Now, we’re working with major brands across food, fashion, and other industries. A lot of ideas come from our employees and customers. Sometimes we’re just eating something and think, "Hey, this would make an incredible cream cheese!" But even with all these fun flavors, about 70% of our weekly schmear orders are for our classic scallion cream cheese—because when you make something right, people love it.
CS: Community has been a big part of your journey. How do you give back?
AG: Community support built this brand, and we take giving back seriously. We sponsor Little League teams, support school fundraisers, donate to local organizations, and get involved in as many causes as we can. We receive thousands of donation requests, and while we can’t say yes to everyone, we do our best. PopUp Bagels is about more than just food—it’s about bringing people together, and that extends beyond our storefronts.
CS: What’s next for PopUp Bagels? Where do you see the brand in five years?
AG: In five years, we plan to have 150 to 200 locations nationwide, and potentially international expansion. It seems fast, but every move is calculated. We’re making sure we have the right partners and the right team to maintain our quality and experience. The most exciting part? We’re not just expanding—we’re bringing authentic, high-quality bagels to communities that have been asking for them.
In the next year alone, we’re opening multiple locations up and down the East Coast—Long Island, Massachusetts, New York, New Jersey, DC, Charlotte, Atlanta, Charleston, and throughout Florida. We’re also working on a West Coast and Texas expansion for 2026. So if we’re not in your city yet—stay tuned. We might just pop up next!
PopUp Bagels is constantly on the move. Follow their journey and vote for where they should pop up next on Instagram: @popupbagels. And for store locations and franchise opportunities, visit popupbagels.com.