BAEGOALS: Why You Need To Go To PopUp Bagels

Image courtesy of Jen Goldberg.

Editor’s Note: This interview was originally conducted during an earlier stage of PopUp Bagels’ expansion. It is published as part of the Husstling Around Town archives; responses reflect the company’s plans at the time of the original interview.

What transforms a commodity into an experience? How can a product evolve from mere sustenance into a full-circle moment? PopUp Bagels answers these questions daily by creating high-quality products with "crispy crusts, soft crumb centers, the right size, and an ideal proportion of seeds." Since 2021, the Connecticut-born brand has soared from a mere small business to a New York City-area institution, according to Conde Nast, The New York Times, and more. Consequently, PopUp Bagels is the toast of the New York culinary scene. I spoke with Madeline Steinberg and Ardyn Solomon to learn more about the company.

Image credit of Jen Goldberg.

1. What makes PopUp Bagels different from other bagel restaurants?

At PopUp Bagels, every product is created using fresh, top-quality ingredients. When people think of a bagel seller, they typically think of purchasing bagel sandwiches. We only sell our bagels hot and whole. By selling whole bagels, we optimize the customer experience by having a quick wait time and a cohesive ordering system.

Image courtesy of Jen Goldberg

Image courtesy of Jen Goldberg

Image courtesy of Jen Goldberg

image courtesy of Jen Goldberg

image courtesy of Jen Goldberg

Image courtesy of Jen Goldberg

image courtesy of Jen Goldberg

image courtesy of Jen Goldberg

Images courtesy of Jen Goldberg.

2. How has PopUp Bagels evolved since its founding?

In 2021, PopUp Bagels founder Adam Goldberg started the company in Westport, Connecticut. Customers would come over to his home to get their orders. As the business expands, the PopUp Bagels team grows with eight locations while maintaining a high-quality product.   

Image courtesy of Jen Goldberg.

3. How does PopUp Bagels incorporate its mission and vision into its products?

Our mission is to always provide our customers with the best bagels. We incorporate your values like “It’s Okay To Dance” and “We Appreciate You” into every interaction between our employees and everyone. Our vision is to embody these values as we provide high-quality bagels and schmears.

Image courtesy of Jen Goldberg

image courtesy of Jen Goldberg

Image courtesy of Jen Goldberg

Images courtesy of Jen Goldberg.

4. What advice would you give to students and young professionals who want to work in culinary marketing?

We understand the importance of marketing in both traditional (Conde Nast) and virtual (social media) mediums. We constantly collaborate with different brands (typically two every week). We recently worked with Oreo. We intentionally create lasting partnerships with our teammates, the public, and other companies.

5. What is the future of PopUp Bagels?

Maybe by the end of 2024, we might have twelve locations. In 2025, we will hopefully expand into different areas like California and Florida.

Image courtesy of Jen Goldberg.