Popup Bagels

What Popup Bagels does

PopUp Bagels is a U.S. quick-service bagel chain operating small-format, grab-and-go retail shops across 15 states with 43 locations as of mid-2026. Founded in 2020 by Adam Goldberg in Westport, Connecticut as a backyard pickup window during the COVID-19 pandemic, the chain serves urban and suburban time-pressed consumers seeking hot, premium New York-style bagels, as well as B2B catering buyers ordering group boxes (serves 30) for offices and events. The core product line is whole, hot bagels sold by the bag in five varieties (Plain, Salt, Sesame, Everything, Poppy) for the brand's proprietary "Grip, Rip and Dip®" format, paired with classic schmears (Plain Cream Cheese, Scallion Schmear, Salted Butter) and a high-velocity rotating limited-edition schmear program featuring brand collaborations with names such as OREO, TRUFF, Kraft Mac & Cheese, Mike's Hot Honey, Guinness, Oishii, and Butterfinger.

The company's technology stack combines proprietary hot-oven baking technology designed to address the historical regional-scalability constraint of premium bagels with a Lunchbox-powered digital ordering and real-time demand analytics platform, Shopify-powered e-commerce, and native iOS and Android mobile apps. Stores run with no seating, limited hours, and minimal staff (as few as 12 employees per high-volume unit) across a 1,000-1,200 square-foot footprint, with average ticket size exceeding $24.

Revenue is generated from direct retail transactions, B2B catering boxes, digital gift cards (sold via PerfectGift.com in $10-$200 denominations), and franchise fees and royalties from a signed pipeline of 300 franchised units across 10 states operated by fewer than 15 multi-unit partners including Fresh Dining Concepts (eight brands, nearly 400 locations nationwide), Palmedough, and San Diego-based operators Griffin Thall and Paul Goodman. Capital is concentrated with growth-equity firm Stripes (majority owner since the $8 million Series A in October 2023 with celebrity investors Paul Rudd, Michael Phelps, Michael Strahan, and JJ Watt) and Tiger Global Management, which led a $40 million round in late March 2026 at a $300 million valuation, funding a stated path to 100 operating locations by end of 2027 and 300 stores overall.

Name

Popup Bagels

Legal name

PopUp Bagels, Inc.

Website

https://popupbagels.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

51–100 employees

Short description

PopUp Bagels is a U.S. quick-service bagel chain operating 43 small-format, grab-and-go retail shops across 15 states, selling hot whole bagels by the bag for a proprietary "Grip, Rip and Dip" experience, with a 300-unit national franchise pipeline.

Ownership category

akta.pro rank

Product category

Quick-Service Bagel Restaurant

NAICS

Retail Bakeries (311811), All Other Specialty Food Retailers (445298), Baked Goods Retailers (445291), Other Snack Food Manufacturing (311919)

SIC

Cookies & Crackers (2052), Bakery Products (2050)

akta.pro industry

PRIMARYCRAJAGAB

Food Storage Bags (Zip/Resealable)

Consumer Products & Retail/Household Products & Cleaning Supplies/Trash Bags, Wraps & Disposable Household Supplies

SECONDARYCRADABAK

Jerky & Meat Snacks

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Snacks & Confectionery

Keywords

• Artisan bagel retail
• Grab and go bakery
• Quick service bagels
• Bagel franchise
• Breakfast catering

Headquarters

HQ city

Westport

HQ country

United States

HQ region

North America

Offices32 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Direct retail bagel and schmear sales: Core revenue from in-store counter sales of bagels sold by the bag (3, 6, 12, 30-bagel packs) plus classic and weekly schmears, drinks, and smoked salmon add-ons. Average transaction exceeds $24.
2. Catering and group orders: B2B and group catering boxes (Classic, Pick-Your-Own, The Works, Plain, Everything, Black & White), each serving 30 people, with add-ons like fish, schmears, and coffee.
3. Gift cards: Digital gift cards sold through PerfectGift.com in $10–$200 increments, used at any PopUp Bagels location.
4. Franchise fees and royalties: National franchising program with 300 signed units across 10 states; recurring royalty stream from franchisees operating PopUp Bagels shops under brand standards.
5. Limited-edition brand collaborations: Time-limited co-branded schmear and menu items with partners such as Oishii, TRUFF, Mike's Hot Honey, Kraft Mac & Cheese, OREO, Butterfinger, Sun-Maid, Cheez-It, Wingstop, NY Post, Cosmopolitan, and Guinness.

Pricing tiers

Go-to-market motion5 records

Distribution channels6 records

Marketing channels8 records

Core offering

PopUp Bagels is a quick-service bagel concept that bakes and sells hot, whole bagels by the bag (3, 6, 12, or 30 packs) in five core varieties (Plain, Salt, Sesame, Everything, Poppy) paired with classic and rotating weekly schmears through small-footprint, no-seating grab-and-go retail shops. The proprietary 'Grip, Rip and Dip' format is reinforced by a Shopify-powered online ordering portal, iOS/Android mobile apps, gift cards, and a B2B catering box program, all rolled out via a national franchise network.

Product overview

PopUp Bagels is a single, unified quick-service retail concept (not a multi-product SaaS platform) organized around the proprietary 'Grip, Rip and Dip®' whole-bagel format. Its core product is the line of five bagel varieties (Plain, Salt, Sesame, Everything, Poppy Seed) paired with a year-round classic schmear menu (Plain Cream Cheese, Scallion Schmear, Salted Butter) and a high-velocity weekly special schmear program (rotating limited-edition flavors such as Oishii Strawberry Schmear and Sistersnacking Cacio e Pepe Butter, plus brand collaborations with Kraft, OREO, Butterfinger, TRUFF, Mike's Hot Honey, NY Post, Wingstop, Cosmopolitan, and Cheez-It). Layered on top of the core product are three distinct customer-facing offerings: a Catering service built around pre-packaged bagel-and-schmear boxes for groups, a PopUp Bagels mobile app for iOS and Android ordering, and a Gift Card program distributed through PerfectGift.com. Online ordering, pre-order, and in-store fulfillment run on a Shopify-powered e-commerce stack integrated with a Lunchbox digital ordering system. The whole concept is delivered through a network of small-format, grab-and-go retail locations (no seating) across 15 U.S. states.

Differentiator

Problem solved

Functional benefit

Products and services

• PopUp Bagels (5 core bagel varieties) Hot, whole bagels in five varieties (Plain, Salt, Sesame, Everything, Poppy Seed), baked in small batches throughout the day and sold by the bag in 3-, 6-, 12-, and 30-pack sizes for the 'Grip, Rip and Dip' experience.
• Classic Schmears Year-round schmear lineup including Plain Cream Cheese, Scallion Cream Cheese, and Salted Butter, packaged in cup-holder-friendly containers for dipping on the go.
• Weekly Special Schmears (Rotating Limited Edition) Limited-edition schmear and butter offerings that change on a weekly cadence, including brand collaborations (e.g., Oishii Strawberry Schmear, Sistersnacking Cacio e Pepe Butter) and partnerships with Kraft Mac & Cheese, OREO, Butterfinger, TRUFF, Mike's Hot Honey, NY Post, Wingstop, Cosmopolitan, and Cheez-It.
• PopUp Bagels Catering Group and event catering built around pre-packaged, no-slicing-required bagel and schmear boxes (Classic Bagel & Schmear Box, Pick-Your-Own Box, The Works Box, Plain Bagel Box, Everything Bagel Box, Black & White Box) with add-ons including Smoked Salmon, drinks, and extras.
• PopUp Bagels Mobile App Native iOS and Android mobile application for PopUp Bagels that supports mobile pre-ordering, finding nearest locations, and 'ordering like an insider' with same-day pickup availability.
• PopUp Bagels Gift Cards Digital gift cards sold in $10–$200 denominations via PerfectGift.com, delivered by email or print, and redeemable at any PopUp Bagels location.
• Drinks & Extras Beverage line (Natalie's Orange Juice, Lemonade, Strawberry Lemonade, Hot Drip Coffee, La Colombe Cold Brew, PopUp Bagels Water) and Smoked Salmon (4oz/8oz) sold as extras that complement the core bagel-and-schmear menu.
• PopUp Bagels Franchise Program National franchise program that licenses the PopUp Bagels concept, brand, and operating model to multi-unit restaurant operators in exchange for franchise fees and ongoing royalties.

Quantifiable outcome

• Average transaction over $24 across small-format shops
• +4 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

21 partnerships are on record, tiered core, flagship and minor.

• Braxton DeCamp / PalmedoughcoreChannel Partner/ Reseller/ Distributor · 1 June 2026Charleston-based operator leading the South Carolina rollout with the brand's first Charleston location and more than five additional SC locations planned.
• OishiicoreGTM or Marketing Partner · 1 June 2026Jersey City-based sustainable berry grower partnering with PopUp Bagels on a limited-time Oishii Berry Schmear across all 40 nationwide locations, following a sell-out debut in February 2025; features Oishii's Nikko strawberries.
• TRUFFcoreGTM or Marketing Partner · 1 June 2026Premium condiment brand co-launching a limited-edition Hot Sauce Schmear with PopUp Bagels across all locations from June 4–17, 2026, with live events in NYC and Nashville and DJ Chris Lake as 'Chief Hot Officer.'
• Fresh Dining ConceptsflagshipStrategic or Co-development Partner · 1 May 2026Multi-brand restaurant operator with a portfolio of eight brands and nearly 400 locations nationwide; operating the Westhampton Beach, NY East End debut and planning 36 additional stores across major East and West Coast markets including Hawaii.
• GuinnesscoreGTM or Marketing Partner · 1 March 2026Diageo-owned brand collaborating with PopUp Bagels on a limited-edition St. Patrick's Day promotion, alongside Chicago River Dyeing and parade sponsorships.
• Griffin Thall & Paul GoodmancoreChannel Partner/ Reseller/ Distributor · 1 November 2025San Diego-based local entrepreneurs leading the California franchise launch with up to 10 planned San Diego County locations, starting with the first La Jolla store in November 2025.
• CosmopolitanminorGTM or Marketing Partner · 1 November 2025Cosmo-flavored Cranberry Lime butter collaboration with PopUp Bagels.
• Kraft Mac & CheesecoreGTM or Marketing Partner · 1 October 2025Limited-edition 'Kraft Mac & Cream Cheese' schmear available at all PopUp Bagels locations from October 9–15, 2025.
• Cheez-ItminorGTM or Marketing Partner · 1 October 2025Limited-time Cheez-It schmear collaboration reviewed by Tasting Table.
• WingstopminorGTM or Marketing Partner · 1 October 2025Lemon Pepper Wing-Inspired cream cheese launch with PopUp Bagels covered by Delish.
• Mike's Hot HoneyminorGTM or Marketing Partner · 1 July 2025First joint venture between the two artisanal food brands; limited-time summer menu of specialty cream cheese spreads with sweet-heat flavors across 13 Northeast locations.
• SistersnackingminorGTM or Marketing Partner · 1 June 2025Featured as a weekly limited schmear partner on the PopUp Bagels site, with a Sistersnacking Cacio e Pepe Butter available at all locations.
• Gazit HorizonscoreChannel Partner/ Reseller/ Distributor · 1 March 2025Real estate partner that signed PopUp Bagels to a storefront lease in Harvard Square, Cambridge (1440 Mass Ave), which opened in October 2025.
• ButterfingerminorGTM or Marketing Partner · 1 September 2024Limited-edition Butterfinger schmear collaboration with PopUp Bagels, with commentary from Butterfinger's Neal Finkler.
• OREOcoreGTM or Marketing Partner · 1 August 2024Cookies and Cream Cheese limited-time schmear collaboration between PopUp Bagels and OREO.
• Sun-MaidminorGTM or Marketing Partner · 1 July 2024Limited-time schmear collaboration around Independence Day 2024.
• NY PostminorGTM or Marketing Partner · 1 June 2024NY Post launched a Big Apple Schmear cream cheese with PopUp Bagels in June 2024.
• ShopifycoreTechnology or IntegrationE-commerce platform powering PopUp Bagels' online storefront, ordering, and gift card systems, with Shopify referenced as a business and marketing partner.
• La ColombeminorOEM/ Whitelabel/ Licensing PartnerCoffee supplier for PopUp Bagels' La Colombe Cold Brew SKU, served across all store locations.
• Natalie'sminorOEM/ Whitelabel/ Licensing PartnerJuice and lemonade supplier for PopUp Bagels' Natalie-branded Orange Juice, Lemonade, and Strawberry Lemonade SKUs.
• PerfectGift.comminorChannel Partner/ Reseller/ DistributorDigital gift card distribution partner where PopUp Bagels gift cards ($10–$200) are sold and delivered via email or print.

Scale indicators11 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• Einstein Bros Bagels: Einstein Bros Bagels is the largest U.S. bagel chain with hundreds of franchised and company-owned locations, selling bagels, cream cheese spreads, and breakfast sandwiches in a coffeehouse setting. Directly comparable to PopUp Bagels as a national bagel QSR concept, though it operates a broader menu and seated format rather than PopUp's grab-and-go, low-SKU model.
• Bruegger's Bagels: Bruegger's Bagels is a long-running bagel franchise chain known for New York-style kettle-boiled bagels and cream cheese spreads across the U.S. Comparable to PopUp Bagels as a multi-state bagel franchise, though it offers a wider menu including sandwiches and lunch items versus PopUp's deliberate five-bagel SKU discipline.
• Noah's NY Bagels: Noah's NY Bagels is a regional West Coast bagel chain acquired by Einstein Bros Bagels, focused on New York-style bagels, cream cheese spreads, and breakfast sandwiches. Directly comparable to PopUp as a multi-unit bagel franchise, with similar menu structure (bagels + schmears) and a regional rather than national footprint.
• Murray's Bagels: Murray's Bagels is an iconic Greenwich Village bagel shop known for hand-rolled, kettle-boiled New York bagels and a wide schmear selection. A direct peer to PopUp Bagels in the premium NYC bagel category, but operates as a single flagship retail location rather than a franchise model.
• Black Seed Bagels: Black Seed Bagels is a New York-based artisanal bagel shop chain known for hand-rolled, wood-fired bagels and creative cream cheese flavors. A direct peer to PopUp Bagels in the premium hand-rolled NYC bagel category, with similar brand positioning around fresh, small-batch bagels and rotating seasonal schmears.

Broad incumbents

• Panera Bread: Panera Bread is a national bakery-cafe chain serving soups, sandwiches, salads, and baked goods in a seated environment. A broad incumbent comparable to PopUp Bagels because it competes for the same breakfast and bagel-adjacent occasions, but with a vastly broader menu, larger footprint (~2,000+ units), and seated cafe model.
• Dunkin': Dunkin' is one of the largest U.S. coffee-and-breakfast QSR chains with thousands of franchised locations selling bagel sandwiches, coffee, and breakfast items. Comparable to PopUp Bagels as it competes directly for the grab-and-go breakfast occasion, but Dunkin' offers a vastly broader menu and operates a drive-thru-heavy, lower-ticket model.

Emerging players

• Auntie Anne's: Auntie Anne's is a global mall-based franchise chain selling hand-rolled pretzels from small-format kiosks. Comparable to PopUp Bagels as a model for a small-footprint, high-throughput franchise QSR with limited seating, though operating in a different category (pretzels vs. bagels) and with broader geographic penetration.
• Cinnabon: Cinnabon is a global franchise bakery chain famous for its cinnamon rolls, operating primarily in malls, travel hubs, and stadiums. Comparable to PopUp Bagels as a small-footprint, high-traffic franchise QSR concept, though Cinnabon operates in a different category (sweet baked goods) and a less premium, more impulse-purchase-driven ticket size.

Regional players

• Ess-a-Bagels: Ess-a-Bagels is a New York City bagel institution with multiple Manhattan locations, known for hand-rolled, kettle-boiled bagels and a wide schmear menu. A regional peer to PopUp Bagels in the premium NYC bagel category, with comparable product positioning but a multi-decade-old retail-only model versus PopUp's franchise-driven national expansion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/popupbagels
• Xx.com/popupbagels

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Popup Bagels