One of New York’s favorite bagel shops, PopUp Bagels, just opened its third Manhattan location on the Upper East Side. Located at 1457 Third Ave., a new way to enjoy this staple has been brought to the city. Its popular grip, rip-and-dip style of enjoying bagels is quickly spanning the East Coast. That means no slicing or sandwich-making to slow things down.
“We are just purely bagel people,” said Adam Goldberg, the founder of PopUp Bagels. Starting in his own kitchen in the midst of the Pandemic in 2020, Goldberg focused purely on the bagel and not what can go in it. Since then, Goldberg and his teams have perfected their hot and whole bagel recipe which produces some of the fluffiest and thickest bagels in the city.
They claim to be “not famous, but known,” but they’ve attracted a fanbase that includes A-list celebrity investors including Paul Rudd and Michael Phelpps, and fans like Adam Sandler. Sandler went as far as to set up his own private landline in some locations (including the Upper East Side) where he can call in and place his order.
“Hot Bagels!” is a phrase that you will hear often in-store as bakers empty trays of steaming bagels into store-front baskets every couple of minutes. PopUp Bagels always enjoys a long line of customers and a bustling kitchen, as a testament to their top-quality bagels and schmears.
Even though the line is long, the wait is not. Seeing your own bagel come straight out of the oven and into your bag can be dubbed one of the greatest feelings as a New Yorker.
The seemingly endless supply of always-fresh bagels are perfect for any time of day especially when ripped and dipped in savory or sweet schmears that can be classic, creative and are overall delicious. With five types of bagel and four schmear flavors (two of which change each week), there are plenty of options and combinations to choose from and fall in love with.
PopUp Bagels fans can become their own bagel celebrities on a wall decorated with photos of customers and celebrities gripping, ripping and dipping. Whether you take a selfie, group photo or mouth-watering picture of your bagel and schmear, share it with the team and you may just end up featured at your favorite bagel shop
Classic bagels are served every week including plain, poppy seed, everything and so many others.
For more information about PopUp Bagels, its menu, current and upcoming locations and weekly schmears, visit their website.
