New York claims to be the birthplace of bagels, but few would have expected a side hustle born during the pandemic in a quiet Westport, Connecticut, neighborhood to become a total national sensation.
PopUp Bagel started in 2020 with a single backyard pickup window and hand-rolled, freshly baked bagels straight from a home kitchen.
In just five years, the brand has expanded to 14 locations across New York, Connecticut, and Massachusetts, and soon, there will be more.
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Unlike most traditional bagel shops, PopUp Bagels took a quality-first approach with a straightforward process. There are no sandwiches or pre-sliced bagels, since each bagel is served whole and meant to be ripped and dipped into cream cheese or butter tubes.
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The menu is compact and just as simple as its eating technique, making operations efficient. There are only five classic bagel types and a handful of cream cheeses and butters, including new flavors weekly and seasonally.
PopUp Bagels signs franchising deals to fuel a national expansion
PopUp Bagels announced it has signed multiple franchising deals to open 300 new locations across 10 states, including California, Connecticut, Florida, Georgia, Maine, Massachusetts, New York, North Carolina, South Carolina, and Tennessee.
The bagel chain plans to hit 100 stores by the end of 2027, with the rest rolling out in the following years.
To ensure a successful expansion and long-term profitability, PopUp Bagels has developed a foolproof strategy by partnering with experienced operators and selecting high-traffic locations.
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The chain will also build regional production hubs for bagels and schmear to guarantee product consistency and uphold quality standards.
“We're not just opening stores — we're redefining what it means to franchise,” said PopUp Bagels CEO Tory Bartlett. “We're partnering with some of the most accomplished operators in the industry, and together we're building a model rooted in connection, quality, and long-term success. This isn't just scale — it's a smarter way to grow.”
How PopUp Bagels used social media virality to grow its business
While the U.S. Bureau of Labor Statistics reports that around 17% of new restaurants close within their first year, PopUp Bagels defied all odds.
Although the chain's bagels are undoubtedly delicious and a huge reason for its success, much of its rapid growth can be attributed to the power of social media.
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PopUp Bagels has become one of the most viral bagel brands on TikTok, amassing millions of views. This has caused customers from across the country to travel just to try the TikTok-famous bagels, creating lines that snake around the block weekly.
The shop quickly embraced its social media success and leaned into its virality by partnering with influencers and creators to amplify its reach, build nationwide brand recognition, and boost foot traffic.
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