PopUp Bagels, the “Not Well-known However Identified” model, has constructed a cult following with its distinctive strategy to bagels: They’re solely served scorching and offered in packs of three or extra, with rotating weekly “schmears” — distinctive, flavored cream cheese or butter choices — as a substitute of a cluttered menu. That simplicity has translated into explosive development.
Adam Goldberg based PopUp Bagels in 2020 in Westport, Connecticut, initially as a yard bagel pop-up for pals and neighbors in the course of the pandemic. He hadn’t deliberate to launch a enterprise, however the response was instant — and overwhelming. What started as a weekend pastime shortly developed right into a full-fledged model as phrase unfold, traces grew and demand far outpaced his unique intentions.
Since launching its franchise program in late 2023, PopUp Bagels has already signed 300 items throughout 10 states — with fewer than 15 franchisees behind your complete growth.
“It is a fully completely different mannequin,” says Tory Bartlett, who joined the model as CEO in September 2023. “We’re not promoting milkshakes and fries. There aren’t any soda fountains. No ice machines. We’re doing one factor and doing it rather well.”
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Small shops, large numbers
Non-public fairness agency Stripes, PopUp Bagels’ majority investor, recruited Bartlett to guide the corporate’s franchise technique. He shortly noticed what made the idea so compelling: small-footprint outlets (sometimes 1,000 to 1,200 sq. ft), minimal gear, low labor necessities — to not point out huge demand. Some high-volume items are producing $5 million yearly with simply 12 staff on the books.
“Our outlets do not even have seats,” Bartlett says. “They’re grab-and-go. And we’re open from 7 a.m. to 4 p.m. That makes it extremely engaging for expertise — our cooks may be residence in time to choose up their youngsters from faculty.”
The model’s core philosophy, Bartlett says, is all about stewardship over sprawl. Whereas some franchise programs chase quantity by promoting off giant numbers of single-unit offers, PopUp took the alternative strategy, giving giant territories to a small, rigorously chosen group of operators.
“I’ve turned down well-capitalized individuals as a result of they weren’t the best match,” Bartlett says. “We’re in search of skilled franchisees who know their native market, have infrastructure in place and need to be hands-on. For those who’re simply in search of mailbox cash, this is not the idea for you.”
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Distinctive vibe
That intentionality has helped the model retain its cult-like vibe even because it expands. Retailers are designed for velocity, power and Instagram-worthy experiences, with “bagel bouncers” controlling the road and music pumping within the background. Each bagel is offered scorching and contemporary, and the key sauce — actually — is within the schmear.
“We have had 500 individuals lined up at 5 a.m. for pop-up openings,” Bartlett says. “That is not regular bagel conduct.”
Franchisees see the power firsthand. “We did a pop-up occasion with Rob Gronkowski’s restaurant in Tampa, and inside three minutes of posting about it, the bagels have been offered out,” says Kal Gullapalli, CEO of MPZ Holdings, which is about to open its first PopUp location in Tampa and owns the PopUp franchising rights for many of Florida. “It simply exhibits you the way sturdy the model is, even in markets the place we’ve not opened but.”
Gullapalli, who plans to ultimately open 30 PopUp places in Florida, is already a multi-unit operator within the Marco’s Pizza and Dave’s Scorching Hen programs — one thing that made him an ideal candidate for PopUp possession. “We’re wildly bullish on the prospects of this class,” he says. “Together with Dave’s, that is going to be our fastest-growing portfolio, with a variety of capital being allotted to it.”
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Enjoying to its (rising) viewers
In an period the place skyrocketing buildout prices and flat gross sales are squeezing conventional restaurant ROI, Bartlett sees PopUp as a part of a brand new wave of smarter, extra centered meals ideas — alongside manufacturers like Everbowl.
“Since Covid, the price of constructing a restaurant has gone up 40% — and stayed there,” he says. “In the meantime, gross sales have not adopted. We designed this model to ship 20-plus % margins. That is what makes it sustainable.”
PopUp Bagels is already working in New York, Boston and Connecticut, with new shops opening quickly in Florida, San Diego’s La Jolla neighborhood, L.A.’s Brentwood neighborhood and different main markets. And whereas the expansion is spectacular, Bartlett is cautious to not let velocity compromise high quality.
“We’re not attempting to be the subsequent bagel chain,” he says. “We’re attempting to be one of the best model of ourselves, one scorching bagel at a time.”
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PopUp Bagels, the “Not Well-known However Identified” model, has constructed a cult following with its distinctive strategy to bagels: They’re solely served scorching and offered in packs of three or extra, with rotating weekly “schmears” — distinctive, flavored cream cheese or butter choices — as a substitute of a cluttered menu. That simplicity has translated into explosive development.
Adam Goldberg based PopUp Bagels in 2020 in Westport, Connecticut, initially as a yard bagel pop-up for pals and neighbors in the course of the pandemic. He hadn’t deliberate to launch a enterprise, however the response was instant — and overwhelming. What started as a weekend pastime shortly developed right into a full-fledged model as phrase unfold, traces grew and demand far outpaced his unique intentions.
Since launching its franchise program in late 2023, PopUp Bagels has already signed 300 items throughout 10 states — with fewer than 15 franchisees behind your complete growth.
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