A bagel brand that’s drawn massive attention on social media – not to mention investment from celebrities and ringing endorsements from famous chefs – will soon open a new location on the Upper East Side.
Popup Bagels plans to open its third Manhattan location in May at East 82nd St. and Third Ave. Founded by Adam Goldberg, the brand will have grown from selling bagels out of Goldberg’s Connecticut home to nine locations in Connecticut, New York City, and Palm Beach in only about four years. Popup Bagels is also planning to open an Upper West Side location at 338 Columbus Ave. (and W. 76th St.) in April.
With a background in flood mitigation systems, Goldberg’s pathway to success in the bagel business is an unusual one. He began making sourdough bread with his cousin during the pandemic and soon tried his hand at bagels, according to a 2022 New York Times writeup. Within two years, Goldberg’s bagels went from free gifts for friends and family to winning the People’s Choice award at Brooklyn Bagel Fest in October 2021.
Prior to opening Popup Bagel’s first NYC location on Thompson Street in Greenwich Village, Goldberg co-hosted a popup at Danny Meyer’s Daily Provisions.
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