PopUp Bagels sells its bagels in bunches, never in sandwich form. (Credit: Photo by Alex Stein)
PopUp Bagels, the viral chain known for serving bagels “hot, whole and unsliced,” has reached the Philadelphia area, opening a location at 10 Coulter Ave. in Suburban Square in Ardmore. The bagel chain was founded by Adam Goldberg, a Jewish guy from Westport, Connecticut, who used to work for a flood-mitigation systems company. Goldberg has been interviewed by the Jewish Telegraphic Agency, the Jewish News Syndicate and the Forward about the rise of PopUp Bagels, now in 12 states.
The Ardmore location opened in March, and it had lines stretching around the block on its first day. It is open daily from 7 a.m. to 3 p.m.
“My Jewish heritage is part of my background, and bagels were always just around growing up. But my connection to this really comes down to the product. A great bagel is simple, it’s consistent, and it’s for everyone,” wrote Goldberg in an email.
PopUp Bagels is known for making bagels throughout the day and having hot ones available at all times. They are only served in bunches, not in sandwich form.
On its website, PopUp Bagels says it aims for a “crispy crust” and “soft center.” The company philosophy states that the bagels are intended to be enjoyed “how you want, where you want, with whoever you want.”
The chain also rotates through custom schmears that go with bagel orders. An order of a dozen bagels and two schmears at the Ardmore location costs $46. The schmears available beginning this week were cake batter cream cheese and vanilla berry butter.
“Watching people eat our bagels for the first time and seeing their smiles and their faces light up is just an amazing feeling for me,” Goldberg told New York Jewish Week in 2023 ahead of the opening of the chain’s first brick-and-mortar location. “I’m so excited to come to New York and have the opportunity for millions of people to get their hands on our bagels and to be able to see that awesome look for the first time from so many people.”
The Ardmore spot has a 3.9 rating out of 5.0 from 25 Google reviews so far.
On the Reddit page r/PhiladelphiaEats, user Thin-Company 1363 wrote, “Tried this on Sunday — prepared to hate on it because of the TikTok trendiness of it all — but I have to admit, the bagels were good! Fluffy inside, crisp and a bit chewy outside without being so chewy it makes your jaw hurt. Most important thing: they were fresh and WARM. Yes, the rules are weird — must buy at least three bagels minimum, they won’t slice the bagel for you — but it made sense once you got there. The line was down the block but since they’re not slicing or making sandwiches, it moved fast; and requiring larger orders means they bake batches more frequently and the food is fresher.”
Goldberg started PopUp Bagels in 2020 when he was sitting at home during the pandemic. He built it first into a bagel delivery service with a social media following. The following got so large that, in November 2022, as he explored opening brick-and-mortar locations, Goldberg raised over $2 million, including from celebrities like Paul Rudd and Michael Phelps.
The first two brick-and-mortar locations, in Manhattan and Greenwich, Connecticut, opened in 2023, and they were quickly followed by spots in California; Washington, D.C.; Florida; Georgia; Illinois; Maine; Massachusetts; North Carolina; and Tennessee.
The Philadelphia area was next.
“It’s close enough to New York to carry forward the energy and familiarity of our brand, but far enough to establish something distinct and new,” said Brian Harrington, PopUp’s Pennsylvania partner, in an email. “It’s part of the larger strategy to grow thoughtfully, reach a new audience, and build the same kind of loyal following in a place that feels both connected and independent.”
Within that larger vision, Ardmore was a practical choice.
“Ardmore was an ideal location for PopUp Bagels because it blends a vibrant, walkable downtown with a strong sense of community and a steady flow of both local residents and visitors. The area’s appreciation for high-quality food aligns perfectly with our product, while its proximity to Philadelphia expands our reach to a broader audience,” said Harrington.
And in Ardmore, the business “hit a home run” with Suburban Square, said Harrington.
“It’s a dynamic, walkable center with an incredible mix of retail shops, fitness and other great food options,” he explained.
Harrington also said the PopUp team was encouraged by the response of the Ardmore community to the opening, and that more Philly-area locations may follow.
“We definitely see opportunities to grow further in the Philadelphia area and even into South Jersey, and are working diligently to continue the expansion across these areas,” he said. “Both regions have strong, community-driven neighborhoods that value quality and experience. Our mission with expansion is to make PopUp as available as possible to our loyal fans.”