Popular Fresh-Baked Bagel Shop Expanding To UWS

UPPER WEST SIDE, NY — An acclaimed pre-order bagel spot will expand its fresh-baked footprint in New York City with a location on the Upper West Side.

PopUp Bagels, which actually started in proprietor Adam Goldberg's Connecticut home as a pandemic hobby, opened a Greenwich Village location in April. They sell whole, made-to-order bagels with a rotating variety of schmear flavors - including chimichurri butter, lemon poppy butter, scallion cream cheese, and many more.

Several online outlets have reported that PopUp Bagels is preparing to set up at 338 Columbus Avenue (on the corner of West 76th Street). West Side Rag reported the opening will be sometime in March or April.

Both NYC locations will sell bagels to walk-in customers in packs of 3, Goldberg said. Customers may also pre-order to get their hands on a bag of bagels — the minimum order is one dozen, with two spreads/schmears. You can add additional bagels, fish, or schmears but there are no drinks or sandwiches on the menu.

The brand confirmed the new UWS location in a comment on social media, and also said they are hiring for regional managers, general managers, bakers, and "bagel bouncers."

Goldberg has opened half a dozen of locations, plus has had multiple pop-up events in New York City, including with top restauranteur Danny Meyer, according to the New York Times.

“I am not one to say anything is the best version I have ever had of it in my life,” Meyer told the Times last year. “But he is definitely top three.”

Goldberg told the Jewish Telegraphic Agency earlier this year that his team fulfills up to 800 pre-sale orders each week.

In November, the shop raised millions in a second round of seed funding from investors like actors Patrick Schwarzenegger and Paul Rudd, swimmer Michael Phelps and football players players JJ and TJ Watt, according to Restaurant Business Online.

Patch's Peter Senzamici contributed to this report.