During the pandemic, Adam Goldberg took what was once a crumb of an idea and baked it into a small empire - Popup Bagels. Even though their tagline is, Not Famous but Known - PopUp Bagels put Connecticut bagels on the map and is certainly known throughout the Tri-State area and beyond. They kinda are famous now. We recently got a chance to hear more about the story of PopUp's rise to almost fame.
FLM: For those (few!) who may not know the incredible story - in your own words, can you tell us the journey of PopUp Bagels, from ideation to launch to now; and what the ethos of the company has become?
Adam: From cooking in my kitchen to borrowing kitchens and now operating multiple stores, PopUp Bagels has quickly evolved into a local and national culinary sensation. Our journey began in the heart of the pandemic with the simple mission of crafting unmistakably perfect bagels with no frills, just the essence of simplicity... crispy crusts, soft crumb centers, the right size, and an ideal proportion of seeds. As we've expanded, we've garnered support from a diverse group of investors, including industry leaders, Hollywood stars, and athletes, who have helped us build our brand. Thanks to our unique journey, we were able to open our first seven-day-a-week store in Connecticut for the Fairfield community, celebrating with the loyal fans who have supported us from the start.
FLM: Being a veteran old school NY bagel shop customer myself - there’s the ubiquitous ‘scooped out’, the age old ‘toasted or not toasted’ and the classic ‘with a schmear’ So, why the grip, rip & dip? (love it!) What was that inspiration?
Adam: The grip, rip, and dip method began when we noticed that our loyal fans couldn’t wait to get home with their bagels and would place their cream cheese in the cup holder of their car. This inspired us to embrace the simplicity of enjoying bagels on the spot, encouraging everyone to grip, rip, and dip wherever they please.
FLM: The innovativeness of the spreads are incredible, thoughtful collabs and combinations. Where do those flavor ideas come from and what have been the biggest hits?
Adam: We get our flavor ideas from a mix of fun experimentation and listening to our community. We love playing around in the test kitchen, working with cool brands and chefs, and drawing inspiration from travel and new experiences. The crowd-sourced ideas and collaborations are where the magic happens.
FLM: What has been the biggest surprise with the business? The biggest learning?
Adam: The biggest surprise has been that no matter how many people you think know about your product, there are always so many more who want to try it and learn about it. Just when we think we’ve captured everyone’s hearts, we discover there are always new faces eager to try us out.
FLM: Can you share anything noteworthy happening for October, any new spreads or collabs to anticipate or anything new to expect as we start to think about the holiday season?
Later this month, our team will be traveling to Italy to hunt for truffles for an upcoming schmear.
FLM: Since this is our Food + Drink issue can you share your favorite local dish (or beverage) when you're not eating bagels, of course.
Adam: I always love a cold drink at the Gray Goose or a pizza at the Colony Grille.
FLM: What has been the biggest reward starting Popup Bagels and significantly staking Connecticut’s spot on the national bagel map?
Adam: The greatest reward has been the years of meeting amazing people, having incredible experiences, and making thousands of people smile through our bagels.
FLM: Words to live by?
Adam: It’s ok to dance!
The greatest reward has been the years of meeting amazing people, having incredible experiences, and making thousands of people smile through our bagels.