PopUp Bagels To Open 4 New NYC Shops

MIDTOWN, NY — PopUp Bagels — the viral, bagel-slinging New York City joint that shook up the industry by selling bagels whole for ripping and dipping, is expanding to four more locations across the city in the next few months, the company told Patch.

Now, fans of the "Not Famous, but Known" bagel shop won't have to travel to the Upper West Side, Upper East Side or Greenwich Village for a paper bag full of hot bagels and containers of schmear for dipping.

On Monday, the company told Patch the four new bagel shops will be in four different neighborhoods — one near Penn Station, one near the Midtown East-Lenox hill border, one in Williamsburg and one in TriBeCa.

The new shop in Midtown East, located at 139 East 57th St. will open first, in late March, followed by the one near Penn Station, located at 370 7th Ave., which will open in early April.

Then, the one in Williamsburg, located at 661 Driggs Avenue, will open in mid-April, and the one in TriBeCa, located at 315 Greenwich St., will open over the summer, a spokesperson for the bagel company said.

PopUp Bagels, which actually started in proprietor Adam Goldberg's Connecticut backyard as a pandemic passion project, debuted in New York City with a Greenwich Village location in April 2023.

Since then, the brand has triumphed as the best bagel winner for two consecutive years at the Brooklyn Bagelfest, Patch previously reported.

"Though we're just at the start of PopUp Bagels' national expansion, growing in NYC is the most exciting chapter of my career," Goldberg told Patch. "To see such a food-loving city embracing our bagels in every iconic neighborhood is both mind-blowing and incredibly rewarding."

Just like its other NYC locations, these four new shops will sell bagels to walk-in customers in packs of three, with a rotating variety of schmear flavors — including vanilla bourbon butter, scallion cream cheese, brown sugar cinnamon butter and more, until they sell out for the day.

Learn more here.

For questions and tips, email Manhattan bagel reporter Miranda.Levingston@Patch.com.