The company announced on April 2, 2025, that it has signed franchise agreements with local entrepreneurs Paul Goodman and Griffin Thall, collectively known as The Bagel Boyz, to bring its hot-from-the-oven bagels and crave-worthy schmears to America’s Finest City. This move is part of a broader California expansion that also includes 25 locations in Los Angeles and Orange County through a partnership with James Marzouk of Sweetzer Capital.
Founded in 2020 by Adam Goldberg in Connecticut as a pandemic-era home project, PopUp Bagels has rapidly evolved into a culinary sensation, winning Brooklyn’s BagelFest Best Bagel award two years in a row and earning accolades as the #1 bagel in NYC by several publications. The brand, which began with pop-up events in boutique hotels and town squares along the East Coast, now operates nine permanent locations in New York, Connecticut, and Massachusetts, with six more in development.
Its unique approach - serving whole, freshly baked bagels meant to be ripped and dipped into cream cheese or butter rather than sliced or toasted - has sparked both a cult following and debate among bagel purists. PopUp Bagels’ expansion into San Diego aims to tap into the region’s appetite for high-quality, community-driven dining experiences.
"California has always been a key market in our growth strategy, and we’re excited to partner with Sweetzer Capital and The Bagel Boyz, who are deeply ingrained in their local communities,” said Tory Bartlett, CEO of PopUp Bagels, in a press release.
"California has always been a key market in our growth strategy, and we’re excited to partner with Sweetzer Capital and The Bagel Boyz, who are deeply ingrained in their local communities,” said Tory Bartlett, CEO of PopUp Bagels, in a press release.
Bartlett, a former Moe’s Southwest Grill executive who took the helm in September 2024, has spearheaded the brand’s franchising efforts, backed by an $8 million funding round in 2024 from growth equity firm Stripes and celebrity investors like Paul Rudd, J.J. Watt, and Michael Phelps. PopUp Bagels strategically selects high-traffic, energetic urban and suburban locations, typically spanning 1,100 square feet, to create vibrant spaces where locals and visitors can connect over its signature bagels. The Bagel Boyz, founded by Goodman and Thall, bring a local perspective to the partnership, emphasizing community engagement and high-quality products.
"PopUp Bagels is everything we love in a brand, and we’re excited to bring that energy to San Diego," Goodman said in a press release. "Whether grabbing a dozen to share with neighbors or bringing a few bagels to the beach with friends, PopUp Bagels is here to fuel connections and create moments that bring communities together."
San Diego's bagel scene has been heating up, with local pop-ups like Marigold Bagels set to open a permanent North Park location in mid-2025, bringing New York-style bagels to the city. H&H Bagels, a renowned name synonymous with New York City's iconic bagel culture, has also announced plans to introduce its delectable offerings to San Diego with numerous locations planned for the area.
San Diego's bagel scene has been heating up, with local pop-ups like Marigold Bagels set to open a permanent North Park location in mid-2025, bringing New York-style bagels to the city. H&H Bagels, a renowned name synonymous with New York City's iconic bagel culture, has also announced plans to introduce its delectable offerings to San Diego with numerous locations planned for the area.
PopUp Bagels’ arrival adds to this momentum, offering a distinct experience with its "rip-and-dip" style, which has sparked debate among traditionalists who argue that bagels should be sliced and layered with cream cheese. The brand’s focus on simplicity - offering just three bagel varieties (plain, sesame, and everything) alongside weekly rotating schmears like Cheez-It collaborations - has fueled its viral appeal, with lines stretching down streets in New York’s Greenwich Village and Boston's Seaport district.
While specific locations and opening dates for the San Diego stores remain undisclosed, PopUp Bagels’ expansion aligns with its broader national ambitions. The company, which launched franchising in November 2024, aims to reach 150 markets in the next five years, with recent announcements of 10 locations in North Carolina, including Charlotte. In San Diego, the brand’s focus on community-centric spaces could see it targeting neighborhoods like North Park, Pacific Beach, Hillcrest, or La Jolla,
For more information on PopUp Bagels, visit popupbagels.com.
Originally published on April 4, 2025.
