In a state that takes its breakfast seriously, a new contender is preparing to disrupt the local dough scene. PopUp Bagels, the award-winning brand famous for its “Not Famous but Known®” mantra, has officially announced its expansion into the Garden State with plans to open more than 25 locations statewide.
The expansion kicks off in Westfield, where the brand’s first New Jersey storefront is scheduled to open its doors early this summer.
PopUp Bagels isn’t your neighborhood “everything with cream cheese” shop. The brand has built a cult following by breaking the cardinal rules of the category: their bagels are never sliced and never toasted.
Instead, customers are encouraged to follow the Grip, Rip and Dip® method. Bagels are served whole and piping hot straight from the oven, specifically designed to be torn apart by hand and dunked into a rotating selection of artisanal schmears and house-made butters.
“Grip, Rip and Dip® is finally making its way to the Garden State,” Tory Bartlett, CEO of PopUp Bagels said. “We look forward to continuing the momentum as we begin our expansion to local communities across New Jersey.”
What started in 2021 as a pandemic-era backyard window concept in Connecticut by founder Adam Goldberg has rapidly evolved into a national phenomenon. The brand’s growth is now fueled by a strategic partnership with Just Pop, a Northeast-based operator with over two decades of experience in the fast-casual sector.
Just Pop has committed to developing 20 of the planned 25 locations, focusing on a “people-first” culture and disciplined operational growth.
“PopUp Bagels has created something incredibly special. It’s not just a product, it’s a moment people want to be part of,” Suhel Ahmed, partner of Just Pop said. “We’re thrilled to help scale a concept that resonates so strongly with today’s consumers.”
The upcoming storefronts—ranging from suburban downtowns to high-traffic transit hubs—will deliver the same experience that has drawn block-long lines in New York, California, and Florida.
Key features of the New Jersey shops will include:
- Bi-Weekly Schmear Drops: Rotating, bold cream cheese flavors and unique collaborations with top chefs and brands.
- Simplicity at Scale: A “no-frills” menu focused on the perfect bagel—crispy crust, soft center, and precise seeding.
- Flexible Service: New Jersey locations will offer walk-in service, advance digital ordering, and full-scale catering.
As the “Bagel Boom” hits New Jersey, the traditional sliced-and-toasted sandwich may soon have to make room for the communal, dip-focused ritual that is taking over the East Coast.
Residents can follow the progress of the Westfield opening and future locations via the brand’s Instagram or at www.popupbagels.com.
