For more than two decades, Brentwood mornings followed a familiar rhythm—coffee poured, newspapers folded and, for many locals, a stop at the beloved New York Bagel Co., a stalwart of the community that served multi-generations from its Town & Country perch. It wasn’t flashy, it wasn’t trendy—it was constant. Families grew up on it, regulars knew the counter staff, architecture buffs quietly noted the Frank Gehry-designed interiors and it became woven into the subtle rituals that define a neighborhood. So, when New York Bagel closed in 2024 following a landlord dispute after 21 years, the loss felt unexpectedly emotional. Brentwood wasn’t just losing a breakfast spot—it was losing a piece of its history.
What followed, however, was not a void but a surge. In the short time since, Brentwood has found itself in the middle of a subtle but unmistakable transformation—one defined by lines forming early, mornings stretching longer and breakfast evolving from routine into a phenomenon. What began as a shift has become something more dynamic: a new era of bagel culture where old-school tradition meets new-school energy. A quiet neighborhood staple has suddenly turned Brentwood into an unlikely battleground, as bagel shops around town fight for the top spot.
The spark came in December, when PopUp Bagels—the East Coast sensation founded by Adam Goldberg—arrived on San Vicente and immediately drew crowds (and influencers) around the block. What began during the pandemic as Goldberg baking for neighbors in the small suburban town of Westport, Connecticut swiftly became something far larger. “PopUp Bagels was born out of my kitchen during COVID, and quickly became a widespread phenomenon within my community,” Goldberg says. “That’s when we knew it had the potential to become something much bigger. After opening our first shop in New York City, we were overwhelmed by the outpouring of support from our customers and quickly realized we had struck gold.”
What makes PopUp different is its simplicity—and precision. The bagels are served hot and whole, fresh from the oven, inviting customers to tear them apart and dip them into rotating schmears, from classic scallion cream cheese to a more gourmet butter-based garlic rosemary. The bagels themselves are intentionally unfussy, yet technically exact: crisp crust, soft interior, balanced seeds and clean ingredients. The now-signature “Grip, Rip and Dip” process turns breakfast into something communal—less about eating on the go and more about sharing a moment.
Brentwood was intentionally chosen as the brand’s first west coast location—a signal that this tranquil residential enclave had become fertile ground for a new kind of breakfast culture. Beyond the bagels themselves, it was the atmosphere that resonated. “The bagels are incredible, but the team has also done an amazing job building a real sense of community around the product,” says James Marzouk of Sweetzer Capital, who helped bring the concept to Southern California. “We saw an opportunity to bring that same energy to Brentwood and contribute to what makes the neighborhood so special.”
That sense of community has been evident from the beginning. PopUp launched with collaborations rooted in neighborhood spirit—partnering with equally buzzy new Brentwood arrival La La Land Kind Café on a matcha-flavored schmear for opening day and working with local creator Brett Chody of Brett’s Bites on a limited-edition Dessert Bowl Butter featuring ingredients like M&M’s, Oreos and chocolate chips. "I'm so excited that PopUp Bagels is finally open in Brentwood,” Chody says. “I’ve been a fan of the brand for years so getting to create my very own butter was a dream come true." The lively Brentwood shop, filled with collages of fans and regulars, has added to what is quickly becoming one of the most active corridors in town at the corner of San Vicente and Barrington.
Yet while PopUp represents the energy of the new guard, Hank’s Bagels in Brentwood Village has emerged as a quieter but equally compelling contender—grounded less in hype and more in heritage. Founded by husband-and-wife team Trevor and Kelley Faris and named after their middle son Hank, the business began as a small neighborhood shop in Burbank, with additional locations in Sherman Oaks and Calabasas. The couple—parents of three young boys—built Hank’s around a simple but unwavering belief: great bagels take time. Each sourdough bagel undergoes a slow three-day fermentation, developing the depth of flavor that defines the brand. “It might sound simple, but that is the not-so-secret secret. And it’s annoying,” Trevor laughs. “I wish the process could be sped up, but it takes three days to make a Hank’s bagel, and we’ll never do it any other way.”
Brentwood marked both a strategic and personal next step. The move west brought the Faris family closer to longtime customers while also carrying personal meaning. “Brentwood is a perfect geographical steppingstone for us since it's a straight shot down the 405 and gives our westside fans easier access to all of their Hank’s favorites,” Trevor explains. “I lived right down the street for a time as a kid and so there’s a fun, semi-homecoming element to it as well.”
Inside, the shop reflects its roots. Children’s drawings line the walls, families gather outside after school and regulars return for favorites like the No. 3 sandwich layered with nova lox, scallion cream cheese, salted cucumber, pickled onion, capers, dill, radish and sprouts. Other menu staples—from rosemary sea salt bagels and onion bialys to sandwiches such as fried egg with maple-glazed bacon and soppressata with Fontina—blend classic deli tradition with a distinctly California warmth.
And the story is still unfolding. Layla Bagels—known for its inventive open-faced sourdough creations and devoted crowds in Santa Monica—is preparing to open on South Barrington, adding another layer to the competition. “Our guests had been begging for a Brentwood store since we opened, so it was a logical next step,” says chef Sammi Tarantino. “We can't wait to be in the neighborhood.” Meanwhile, Pop’s Bagels—long a local favorite and one of the earlier players in Brentwood’s modern bagel story—continues to hold its ground with its custom sandwich culture, while the Yeastie Boys truck makes weekly appearances outside Jon & Vinny’s, reinforcing the neighborhood’s expanding carb corridor. Even the former New York Bagel space remains part of the narrative, now home to Italian deli Ggiata and its bacon egg and cheese served on a Jyan Isaac bagel—a quiet reminder of where this story began and how much Brentwood’s breakfast landscape is evolving.
Yet, amid the buzz, the lines and the steady rise of newcomers, one classic endures. At Vicente Foods, tucked behind the grocery aisles at the back deli counter, simple, no-frills bagels continue to quietly serve loyal locals—without spectacle, without hype and without the wait. Some residents swear they rival the newer stars, a reminder that here in Brentwood, tradition still holds its ground.
PopUp Bagels
11710 San Vicente Blvd.
855-747-6347
popupbagels.com
Hank’s Bagels
11725 Barrington Ct.
424-273-1341
hanksbagels.com
Layla Bagels
900 S. Barrington Ave.
laylabagels.com
What began as a shift has become a new era of bagel culture where old-school tradition meets new-school energy. A quiet neighborhood staple has suddenly turned Brentwood into an unlikely battleground, as bagel shops around town fight for the top spot.