PopUp Bagels, the Connecticut-based chain and New York City phenomenon, has opened a location on the Eastside Beltline. Known for its “rip-and-dip” bagel style and unique schmear flavors, customers wait in long lines for a chance to try the bagels.
Founded in 2020 by Adam Goldberg, the brand began as a pandemic project but quickly gained popularity through social media and is expanding across the country. The Beltline location is one of five openings in Georgia, with a location in Buckhead expected soon.
Britney Wilson, an employee at the Beltline location, said PopUp’s unique style has helped the store gain popularity and stand out in the community.
“People love the bagels,” Wilson said. “I was a little hesitant about the fact that we don’t make sandwiches, but people don’t really mind. I think it’s pretty fun. I mean we have never not had a line out there.”
PopUp also features a selection of weekly rotating schmears, with flavors such as Shirley Temple, Lemon Pepper and an exclusive Atlanta smoked peach.
Wilson said the rotating menu encourages customers to come back and try new options each week. In addition, she believes PopUp stands out from other Atlanta bagel shops because of its energetic environment and connection to the local community.
“I think it is very unique,” Wilson said. “It’s a New York brand. It’s fast-paced. It’s bakery style, which you don’t see very often. It’s very community-based. We don’t want you to just have one thing, we want you to come in, get a couple, share with some friends. It’s a great place to come and hang out.”
Sophomore Ada Bryant recently went to the new PopUp location. She said she enjoyed the schmear flavors and the atmosphere of the shop. Bryant heard about the store on social media and was very excited to try it when it first opened.
“I tried the smoked peach schmear, which I thought was really good and unique,” Bryant said. “The shop is really cool, and I would definitely go again. The line was really long, but I didn’t mind because I saw it on TikTok, and I have been wanting to try it for a while. I think it was definitely worth the wait.”
Lindsey Greenstein, a Beltline regular, went to the grand opening despite the long line. She said PopUp adds something new to the Beltline and a new reason to visit.
“I come to the Beltline pretty often, so when I heard PopUp was opening I knew I wanted to check it out,” Greenstein said. “The line was long, especially for the grand opening, but it was really part of the experience. There was a really good vibe and atmosphere inside. It definitely gives me another reason to come to the Beltline. The Beltline is already such a spot, and PopUp just adds to that.”
The minimum order for bagels is three, inviting customers to come and share with friends. The bagels are New York-style and are baked fresh every couple of minutes in the store, ensuring that all the bagels are warm throughout the day. Bryan said the bagels are served to customers almost immediately after being baked, highlighting their quality and freshness.
“Every time they make a fresh batch, all the chefs scream ‘hot bagels,’ so the whole store can hear,” Bryant said. “ The outside was crisp, but the inside was super soft. You could see the steam when you pulled it apart.”
PopUp bagels has a large social media presence, which contributes to a lot of its fame and growing popularity. Food influencers and well-known brands often partner with PopUp, which generated excitement months before the shop opened a location on the Beltline. Orly Sladkus, a Buckhead resident, said she visited the Beltline shop even though a closer location is planned.
“I was super excited about PopUp Bagels opening in Atlanta, even though it wasn’t super close to me,” Sladkus said. “I know they are opening one in Buckhead soon, but I couldn’t wait until then to try them because I had seen them all over social media.”
Sladkus believes PopUp has quickly established itself on the Beltline and has brought customers from across metro Atlanta to try their bagels.
“You haven’t had a bagel until you’ve had PopUp Bagels,” Sladkus said.
