Most people associate “disruption” with flashy tech startups rather than the humble bagel shop. But entrepreneur Adam Goldberg has managed to shake up the $3 billion U.S. bagel market with PopUp Bagels, a fast-growing brand that sells fresh, made-to-order bagels at locations across New York, Connecticut, and Massachusetts.
In this C-Suite to Main Street conversation with CO—’s Barbara Thau, Goldberg unpacks the decisions, brand moves, and leadership lessons that turned a home baking hobby into a thriving multi-state business.
Put profitability first to sustain your growth
It started as a pandemic lockdown project: Adam Goldberg was making fresh bagels in his Connecticut home and giving them away to friends through a backyard pickup window. Those weekly baking sessions evolved into a fundraiser to fight childhood hunger, and Goldberg’s creations were quickly labeled “the best bagel in Connecticut” by local food bloggers.
When Goldberg eventually decided to turn his hobby into a full-fledged business, he did so with a profitability-first mindset. Prices were carefully set to offer a great value for customers while still being profitable, and every dollar earned was reinvested in the business.
“As I went from … five sales a week, to having our first semi-permanent location just four or five months later, where we were cooking every weekend, I made it so that, no matter what … I was not losing money trying to grow a business,” he said. “I was actually making money … which allowed me to continue to grow the business. And everything I made was pumped right back into it.”
In the early days, Goldberg also made a deliberate choice not to offer sandwiches—a decision that defied customer expectations but made strong business sense.
“We didn't really want to break into the same model that everyone else in the bagel industry is in, which is making sandwiches,” said Goldberg. “The labor cost alone there is too high to have people slicing bagels and smearing them. And then you worry about waste.”
By sticking to bagels and schmear, PopUp Bagels was able to differentiate itself while keeping its overhead costs low and its operations more efficient.
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We probably could have grown faster, but I don't think we would've been able to keep the quality, not only in our baking process but also in the ingredients that we use. I think that's super important for anyone growing.Adam Goldberg, Founder, PopUp Bagels
Embrace how your customers use your product
PopUp Bagels is “Not Famous, But Known” for the way people eat its fresh-baked bagels: the Grip, Rip, and Dip™ method. This trademarked ritual encourages customers to enjoy their bagels anywhere by grabbing a fresh, unsliced bagel, ripping it open by hand, and dipping it into schmear. But PopUp didn’t start it: Grip, Rip, and Dip™ emerged from real customer behavior.
“We would hand them their order and we noticed they would … pull over … and everyone was just sitting in their cars, ripping open a hot bagel and … dipping them in the cream cheese. And we were like, ‘Wow. This is amazing.”
That simple act became the brand’s signature—and a powerful marketing tool. PopUp Bagels has reinforced the ritual across all touchpoints, from social media content to packaging, and leaned into exclusivity and anticipation to build demand.
“We have so much fun with the people who post our bagels and … love to show the Grip, Rip, and Dip,” said Goldberg, who has curated the full customer experience—including music and shop design—to build a vibe as appealing as the product itself.
“I love to see a great operation,” he noted. “I love to see efficiency. I'm inspired by design.”
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Prioritize quality and ‘great stuff will come’
In five short years, word of mouth, viral videos, and influencer buzz have helped fuel PopUp Bagels’ rapid growth and recognition, including two consecutive “Best Bagel” wins at the annual Brooklyn Bagelfest. The brand has sustained this success by focusing on product consistency and operational excellence.
Each PopUp Bagels shop is led by a local bagel chef who has both ownership and autonomy, which encourages pride, accountability, and craftsmanship at the store level. But growth has never come at the expense of quality: Goldberg won’t open a new location unless he’s sure they “can have the same product at every store, every time.”
“Very often, people start with a high-quality product, and then when they … try and grow their business, all of a sudden the quality suffers,” he told CO—. “We probably could have grown faster, but I don't think we would've been able to keep the quality, not only in our baking process but also in the ingredients that we use. I think that's super important for anyone growing.”
Most importantly, Goldberg advised entrepreneurs to stay focused on building “what you think is right,” rather than trying to copy what other successful businesses are doing.
“Sometimes you just gotta be out there … building your business and growing things, and the great stuff will come upon you,” said Goldberg. “Be aware of it when it happens, because when it happens, it's a special thing.”
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