[ALERT] Growing Bagel Chain Thinks Their Bagels Are So Good They Won't Let You Buy Just One

In recent weeks we have reported on the upcoming arrival of Montreal-style bagel shop Spread Bagelry (Buckhead Village)  and the expansion of local New York-style bagel shop Brooklyn Bagel & Deli (Sandy Springs).  In our research for these stories, we came across several other up-and-coming bagel chains that may have Georgia on their minds.

Baby Bagel Bouncer as seen on the PopUp Bagels Instagram 

One of those brands, PopUp Bagel, this week filed for permits on what is likely be their first Atlanta area outpost.  The shop, located at SPX Alley (661 Auburn Avenue), will be approximately 1,200 square feet and will open in place of Butter & Cream, a local ice cream shop that closed in October 2023 after five years in business. (Sources suggest that Asana, which owns SPX Alley, is currently quoting gross rents of about $90 per square foot in the project, which would create some absurdly high occupancy costs for the bagel shop.)  

PopUp Bagel gets its name from the fact that it did just that - "popped up" - during the pandemic with bagels sold from the home of founder Adam Goldberg in Westport, Connecticut.  The first permanent brick- and-mortar location opened in Connecticut in 2023 and was later followed by additional units in Connecticut and New York.  

The company, which proudly claims to be "not famous but known," officially launched franchising this past November, and according to a July release, has signed 300 franchised units with 15 operators and expects to reach 100 locations open and operating by the end of 2027.  The PopUp Bagels website indicates there are currently 15 units open.  

A company spokesperson indicated the Atlanta location could open toward the end of the year.  

Investment by New York-based private equity firm Stripes is fueling the company's expansion, but actor Paul Rudd, Olympic champion Michael Phelps, and former NFL stars Michael Strahan and JJ Watt are also investors.   

Interestingly, PopUp already has ties to Atlanta with Tory Bartlett previously in executive roles with Moe's Southwest Grill and Schlotzsky's, and formerly CEO of Southern Proper Hospitality (Tin Lizzy's Cantina, Gypsy Kitchen, Southern Gentleman, etc.), the bagel shop's CEO.  According to his LinkedIn, Bartlett joined PopUp as their top man this past September and remains based in Atlanta. 

Several things set PopUp Bagels apart from other bagel shops. For one, they work primarily off a pre-order system, which likely ensures that they limit overproduction by pre-selling product.  Secondly, the eatery does not sell single bagels.  Walk-in orders must be a minimum of three bagels plus a schmear for $13.    Pre-orders, which the business strongly encourages to ensure preferred availability, must be for a minimum of a dozen bagels + two schmears.  

According to the company's website, a dozen bagels plus two schmears is $42, with other options including a greater quantity of bagels and schmears and also larger portions of butter and cream cheese to go, in addition to single serve drinks.  

PopUp Bagels store - Credit PopUp Bagels 

Also worth noting, the PopUp seems to offer just five varieties of bagels: plain, sesame, poppy, everything, and salt.  

Customers are encouraged to "Grip, rip, and dip" their bagels (slicing nor toasting are offered) but seating is uncommon at the chain's existing locations.  

Pre-ordering and minimum orders aside, the new PopUp is opening a mere stone's throw from local favorite Emerald City Bagel, which debuted its BeltLine location last July at the Citizen apartment community at 665 Auburn Avenue.  Sources suggest that Emerald City has had issues attracting business beyond the weekend, so the opening of another bagel shop so closeby makes little sense.   

Bagels are seemingly having a moment.

In addition to Spread, Brooklyn, and PopUp, Orlando's Jeff's Bagel Run entered the Georgia market this past December with a unit in Acworth, with Nashville's Ugly Bagel growing with an eye on regional expansion.  H&H Bagels, established in 1972 in New York, is now also franchising with locations already open in Boca Raton, Washington D.C., and Santa Monica, and others coming soon to Knoxville, Chicago, and Tampa, but nothing in Georgia...yet.    

The aforementioned Brooklyn Bagel & Deli is also now offering franchising, which it hopes will lead to growth beyond metro Atlanta.  101 Bagel Cafe, another local operator, once had five locations around the metro but has closed four in recent months, leaving only a franchise in Milton still open.  Yaba's Bagel, a local upstart, opened in the former 101 Bagel in Dunwoody this past June.     

Even bagel icon Einstein Bros. is getting in on the expansion game with at least a half dozen locations having opened or opening in metro Atlanta, including their newest, a roughly 1,600 square foot inline location at Providence Square shopping center in East Cobb.  

Have you been to PopUp Bagels?  Do you think PopUp Bagels will find success along the Atlanta BeltLine?  Who in Atlanta do you think makes the best bagel? 

Please share your thoughts below.