By Britney Kirwan

Bagels and schmears and...oh, that's it! PopUp Bagel is the first-ever bagel shop that literally only sells bagels. So, why are there lines wrapping around street corners every morning? Do they sprinkle gold flakes on top or something? Nope. You may be thinking. How could a shop that only sells bagels get any more interesting? What if I told you they don't even cut the bagels in half or give you any utensils to do it yourself? Popup Bagel is setting the new standard for the bagel industry and although the bagels are absolutely delicious, that’s not enough to set them apart. They have figured out the secret recipe for standing out from the crowd - one tablespoon of tasty products and two tablespoons of clever marketing and branding strategies.

The Secret Sauce (Or Schmear?)

Marketing and branding was a massive part of Popup’s rise to fame. The store was pretty much built to be photographed, inviting customers to take photos and post them all over social media. With a sign outside saying, “Not famous but known,” handwritten menus, and tubs of limited edition cream cheeses and kinds of butter, almost every element of the customer experience is Instagrammable.

But here’s the thing: A cool brand that you can post about isn’t what keeps people coming back longterm So, what's their secret to staying relevant?

1. Exclusivity & Hype

Every week, they drop a new schmear and butter flavor that’s only available for that week. Using their own strategic thinking and human insights, they understood that FOMO is a very real thing, and customers have more of an incentive to grab the limited-edition combos. That way, they won’t feel as though they are missing out on trying a flavor of cream cheese or butter that they can’t find anywhere else. The emphasis on limited availability builds demand overall.

2. Simplicity, Focus, & Packaging

The brand has a very straight-forward and clear focus…bagels. No sandwiches. No coffee. No distractions. The bagel is the star here, and there’s no doubt about it. It even translates into their branded packaging, which can be described as clean, yet confident in a sense. It’s minimalistic, all in lowercase, and remains the same across all platforms and packaging. It makes the brand instantly recognizable due to these consistencies.

3. PopUp Mentality

It all started as an actual pop-up bagel shop (hence the name PopUp Bagel), often showing up in unexpected places around Connecticut and New York. They’ve always had that “in the know” vibe that consumers strive to be a part of. Even as the company grows, they maintain an agile feel to the brand that keeps consumers wanting to stay a part of the hype. From limited edition schmears and butters and to collaborations, they know how to keep their audience on the edge of their seats.

4. Strategic Partnerships

It can also be said that PopUp Bagel has done a successful job leaning into today’s modern culture, but with their own sort of twist. Almost every week they release a new limited edition schmear and butter, collaborating with other brands. They’ve worked with OREO on a cookies & cream schmear, Guinness for a beer flavored schmear, and even Poppi for an orange creamsicle schmear. These are just a few examples of many, but as you can see, they are not afraid to whip up a whacky flavor combo. It keeps interests high and customers on the edge of their seats to find out each week’s special flavors. It then prompts customers to post their own taste-testing videos trying each of the new flavors, naturally promoting PopUp Bagels for other users to see.

5. Social Media Savvy + Customer Evangelism

Their social media presence is high. Although physical stores are only in three states, their online presence has easily reached all fifty. Ironically, most of the work is done by the consumers who want to share both their experience and purchase. If you haven’t seen these bagels pop up on your “for you page” yet, it’s safe to say that you must live under a rock…or not have a phone for that matter. Long story short, spreading the word (...and schmear) is key.

What started as a tiny backyard operation just five years ago is now worth over $54 million and has revolutionized the way we see this classic breakfast staple. But let’s be real–PopUp Bagel’s success didn’t happen overnight. It took a series of strategic decisions for the company to get to where they are today. So, let’s break it down.

The Origin Story - What Came First, The Bagel or The Schmear?

What started as a tiny backyard operation just five years ago is now worth over $54 million and has revolutionized the way we see this classic breakfast staple. It all started in 2020, right in the middle of the pandemic, as a fun side hustle. After putting their blood, sweat, and well-seasoning into curating the “perfect” bagel recipe, Adam Goldberg wanted to share his creation with friends who were also stuck inside. He started selling them out of his backyard window in Westport, CT, and quickly realized that this could be something bigger.

By late 2022, Goldberg started running pop-up bagel shops locally, and they sold out instantly. Word spread, and demand blew up. While small businesses were shutting down during this time, Pop-Up Bagels managed to thrive. It wasn’t until Goldberg opened his downtown NYC shop that Popup was getting nationally recognized, turning his business from a “local favorite” to a full-blown bagel sensation.

Image courtesy: 06880 | Where Westport Meets the World

Next Spreads…I Mean Steps!

Earlier this year, Popup Bagels landed in Boston’s Seaport District, and, by no surprise, people are lining up like crazy, dying to get their hands on these delicious bagels. And while Boston isn’t quite known for its bagel scene, Popup Bagels is showing the city what it’s been missing all these years.

And they’re not stopping there. This year alone, they’re opening two more spots in Massachusetts and four in Southern Florida. But no matter where they go next, one thing’s for sure: the brand’s cult-like following and signature experience aren’t going anywhere!

From CT to NY to MA to FL, where do you think they’ll pop up next?

The Branding Behind The Bagels: How PopUp Bagels Garnered A Cult-Following In Less Than Five Years