Popup baggles, “not famous but known”, the brand, has built a cult with its unique approach to the bagles: they are sold only in a pack of warm and three or more, weekly “shamers” – unique, aromatic cream cheese or butter option – instead of a disorganized menu. That simplicity has translated into explosive growth.
Adam Goldberg established a popup baggles in the Westport, Connecticut in 2020, originally as a backyard bagel pop-up for friends and neighbors during the epidemic. He did not plan to start a business, but the response was immediate – and heavy. The hobby of a weekend that started as a weekend, quickly developed into a full brand, as the word spread, the lines increased and demanded to remove their original intentions.
Since launching its franchise program in late 2023, Popup Baggles has already signed 300 units in 10 states – with less than 15 franchisees behind the entire expansion.
“This is a completely different model,” says Tory Bartlet, who joined the brand as CEO in September 2023. “We are not selling milkshakes and fries. There are no soda fountains. There is no snow machine. We are doing one thing and really good.”
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Small stores, large numbers
Private equity firm StripsPopup Bagles’s majority investor, recruiting Bartlets to lead the company’s franchise strategy. He quickly saw what the concept was made so compelling: small-foot shops (usually 1,000 to 1,200 square feet), minimum equipment, low labor requirements not mentioning demand on a large scale. Some high-length units are producing $ 5 million annually with only 12 employees on books.
“Our shops also do not have seats,” says Bartlett. “They are about to grab.
The main philosophy of the brand, says Bartlet, is about the spread of all. While some franchise systems chase volume by selling large numbers of single-units deals, popup took the opposite view, giving large regions to a group of small, careful selected operators.
“I have rejected well capitalized people because they were not right,” says Bartlett. “We are looking for experienced franchisees who know their local market, have a infrastructure in place and want to live on hands. If you are just looking for the money of the Melbox, it is not a concept for you.”
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Unique vibe
That deliberately helped the brand to maintain his creed-like vibe, even in detail. Shops are designed for speed, energy, and Instagram-qualified experiences, with “bagel bouncers” controls line and music pumping in the background. Each bagel is sold warm and fresh, and the secret chutney – literally – is in the shamar.
“We have put 500 people in line at 5 am for pop-up opening,” says Bartlet. “This is not a normal bagel behavior.”
Franchise energy sees first. “We did a pop-up event with Rob GrontonCovski restaurant in Tampa, and within three minutes of posting about it, the baggles were sold,” the CEO of Kal Gulpalli says Gulpalli yesterday Mpz holdingsWhich is about to open its first pop -up location in Tampa and owes the popup franchising rights for most of Florida. “It just shows you how strong the brand is, even in the markets where we have not yet opened.”
Gulpalli, who eventually planning to open a 30 popup space in Florida, is already a multi-unit operator in Marco’s Pizza and Dave’s Hot Chicken System-something that made him an ideal candidate for popup ownership. “We faster the possibilities of this category,” they say. “With Dave, it is going to be our fastest growing portfolio, in which a lot of capital is being allocated.”
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Play for its (growing) audience
In an era where the skycracketing buildout cost and flat cells are squeezing traditional restaurants ROI, see bartellet popup as part of a new wave, with brands such as more concentrated food concepts – more concentrated food concepts.
“Since Kovid, the cost of construction of a restaurant has increased by 40% – and there are staying there,” they say. “Meanwhile, sales have not been followed. We are designed to give this brand a 20-plus percent margin. That’s what makes it durable.”
Popup bagels are already working in New York, Boston and Connecticut, with Florida, La Jola neighborhood of San Diego, Brentwood neighborhoods and other major markets of La Jola neighborhood and other major markets are opening new stores soon. And while the development is impressive, Bartlet is careful not to give the quality of compromising at speed.
“We are not trying to be next Bagel Chen, “He says.” We are trying to become a hot bagel, the best version of ourselves at a time. ,
Popup baggles, “not famous but known”, the brand, has built a cult with its unique approach to the bagles: they are sold only in a pack of warm and three or more, weekly “shamers” – unique, aromatic cream cheese or butter option – instead of a disorganized menu. That simplicity has translated into explosive growth.
Adam Goldberg established a popup baggles in the Westport, Connecticut in 2020, originally as a backyard bagel pop-up for friends and neighbors during the epidemic. He did not plan to start a business, but the response was immediate – and heavy. The hobby of a weekend that started as a weekend, quickly developed into a full brand, as the word spread, the lines increased and demanded to remove their original intentions.
Since launching its franchise program in late 2023, Popup Baggles has already signed 300 units in 10 states – with less than 15 franchisees behind the entire expansion.
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