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Union Square is about to get a serious bagel upgrade. PopUp Bagels, the cult-favorite brand known for its dip-them-in-the-schmear bagels, is opening its sixth New York City location on December 20 at 20 East 16th Street in Union Square.
If you’ve somehow missed the PopUp Bagels phenomenon, here’s a quick primer: no slicing, no sandwiches, no fuss. So, basically, unlike any bagel you've ever consumed. Each treat is baked fresh, served straight from the oven and meant to be eaten the brand’s signature way, dubbed "grip, rip and dip." Schmear comes on the side and flavors rotate weekly, so that the whole experience revolves around the bagel itself, rather than the assorted toppings.
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The Union Square opening marks another milestone in PopUp Bagels’ rapid rise from backyard experiment to nationwide powerhouse. Founded in 2021 by Adam Goldberg, the brand built a following for its obsessively crafted bagels: crisp on the outside with a soft, chewy interior and just the right ratio of seeds. From that beginning, the company has expanded across the country, with stores in California, Florida, North Carolina and beyond.
The Union Square location feels like a natural fit. The area’s constant foot traffic—a mix of locals and visitors—and food-obsessed energy make it prime territory for a bagel shop that thrives on immediacy. According to the company, the new store will offer the same setup fans know and love: walk-in service and advance ordering and catering, with bagels baked throughout the day and served hot and whole.
PopUp Bagels’ appeal lies in its detail-focused simplicity. Dough is made with high-quality ingredients and carefully proofed to achieve that ideal texture, while schmears come in playful and unexpected flavors thanks to frequent collaborations with chefs and brands like Dominique Ansel and Cup Noodles.
With New York’s bagel scene as competitive as ever, PopUp Bagels has carved out a niche by doing less and doing it better (even if some New Yorkers may quibble that the bagels' texture is more baguette than usual).
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