PopUp Bagels Launches National Franchise Expansion with New CEO Tory Bartlett Leading the Charge

PopUp Bagels, a fast-growing bagel brand known for its simple yet high-quality offerings, is launching a national franchising strategy to expand its footprint across the U.S. Tory Bartlett, a seasoned franchise and brand growth leader formerly with Moe’s Southwest Grill, was appointed CEO on September 30, 2024, to spearhead this growth. Bartlett aims to scale the business thoughtfully, preserving the unique “Grip, Rip and Dip” concept while maintaining its high standards.

Founded by Adam Goldberg during the pandemic, PopUp Bagels began in Goldberg’s kitchen and has grown to eight company-owned locations in the northeastern U.S., including New York, Connecticut and seasonal locations in areas like East Hampton and Palm Beach. The brand offers simplicity with freshly baked bagels and cream cheese without the deli-style menu expansion seen in competitors.

The company’s national expansion follows the completion of a Series B funding round with backing from Hollywood producer John Davis, actor Paul Rudd and other prominent investors. Initial franchising efforts will focus on the East Coast, with plans to open 15 to 20 new locations in 2025, including corporate and franchise units. PopUp’s model appeals to franchisees with its compact store footprint, minimal staffing needs and daytime operating hours.

Bartlett sees the brand as an opportunity for franchisees seeking a distinctive, high-energy concept with proven revenue potential. Ideal franchisees are local, hands-on operators with prior franchising experience. The company’s expansion plans aim to establish a strong presence in the East before moving westward, making PopUp Bagels a promising name in the competitive bagel market.

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