LOS ANGELES and SAN DIEGO — After just a few years in business, PopUp Bagels is rapidly expanding with its latest franchisee partnerships, which will bring nearly three dozen bagel shops to Southern California.
“California has always been a key market in our growth strategy, and we’re excited to partner with Sweetzer Capital and The Bagel Boyz, who are deeply ingrained in their local communities,” said Tory Bartlett, CEO of PopUp Bagels. “These partnerships are an important step as we expand our footprint, and we look forward to working with landlords who share our vision to bring fresh, hot, whole bagels to new fans across the state.”
The bagel brand signed an agreement with James Marzouk, co-founder and principal of Sweetzer Capital, to open 25 locations in Los Angeles and Orange County.
“PopUp Bagels represents the kind of brand you bet big on — authentic, enticing, and culturally magnetic,” Marzouk said. “As an LA native, there’s something deeply meaningful about introducing a concept that has redefined the New York bagel scene to a market as vibrant and refined as ours. We’re hyper-focused on targeting locations that enhance the brand’s momentum and deliver the volume and vibe that have defined its presence in New York. We’re looking to plant roots in communities that want to be a part of the story — this is just the start.”
Paul Goodman and Griffin Thall, co-founders of The Bagel Boyz, will also add 10 PopUp Bagels locations in San Diego County.
“PopUp Bagels is everything we love in a brand, and we’re excited to bring that energy to San Diego,” Goodman said. “Known for its hot NYC bagels, crave-worthy schmears, and buzz-worthy marketing — PopUp is going to thrive in America’s Finest City. Whether grabbing a dozen to share with neighbors or bringing a few bagels to the beach with friends, PopUp Bagels is here to fuel connections and create moments that bring communities together.”
PopUp Bagels’ expansion strategy focuses on selecting urban and suburban communities with high foot traffic.
Earlier this year, the brand announced growth plans for Florida as well as the opening of its first store in Boston. PopUp Bagels was founded by Adam Goldberg during the COVID-19 pandemic in Westport, CT.
