PopUp Bagels became a TikTok-fueled phenomenon when it launched out of a Connecticut backyard during the pandemic.
Photographer: Evan Angelastro/Bloomberg
Consumer
PopUp Is Wall Street’s Bet a National Chain Can Actually Make Good Bagels
The viral startup won over New York with its smaller, fluffier bagels and now plans to expand to 300 stores in the next four years.
PopUp took a risk when it messed with New York-style bagels.
Its version is smaller, fluffier and comes in only a handful of flavors. The minimum order is three. Customers are directed to “grip, rip and dip” the unsliced bagels into schmears like garlicky escargot cream cheese and truffle butter, many of which rotate weekly.