PopUp Bagels has set a date for its first shop opening in the Philly area

PopUp Bagels, the fast-growing, Tik Tok-touted bagel concept known for its pared-down menu and “grip, rip, and dip” format, said it plans to open its first Philadelphia-area location on March 20 in Suburban Square in Ardmore.

The shop, in the former Juice Press space next to Drybar and SoulCycle and across from Shake Shack, will debut with opening festivities from 8 to 11 a.m. PopUp plans a broader expansion across Pennsylvania, New Jersey, and Delaware.

Local franchisee Brian Harrington, a cofounder of Table 95 Hospitality (which operated City Tap House, Mission Grill, and Public House), is leading the regional rollout through his firm, Seeded Capital Partners. The group has rights to open 10 locations across the tri-state area, including stores in Center City, Marlton, and the Princeton/Hamilton area.

» READ MORE: Can Ardmore handle PopUp Bagels?

Harrington, who lives in Montgomery County, said he became sold on the concept after he and his family visited a PopUp in New York. “We experienced the product, felt the culture, and fell in love with the bagels,” he said.

Harrington said he and his partners initially approached the company informally, then developed a relationship with founder Adam Goldberg that evolved into a franchise agreement.

PopUp Bagels began in 2021 as a backyard project in Westport, Conn., where Goldberg, a flood-mitigation expert, started baking during the pandemic. After experimenting with sourdough, he shifted to bagels, developing a recipe designed to be softer and lighter than traditional New York-style versions. The concept gained traction through pop-ups in New York City in 2023, where long lines and TikTok videos became a defining feature of the brand.

The model is intentionally narrow. Shops sell bagels and coffee, but no sandwiches. Bagels are served hot and whole, rather than sliced, and are designed to be torn apart and dipped into cream cheese spreads. The company offers weekly rotating “schmear” flavors and sells bagels in bundles — three, six, or a dozen — rather than individually. For the opening, PopUp will offer a limited-time schmear made with long-hot peppers, a nod to the cheesesteak and hoagie garnish.

Harrington said that simplicity was a key draw. “The bagel category hasn’t seen a lot of innovation,” he said. “The ‘grip, rip, and dip’ format is a new way to eat them, and the product itself is lighter and airier than what people are used to.”

The Ardmore location was selected for its foot traffic, transit access, and surrounding retail mix. Suburban Square, one of the region’s most established shopping centers, draws commuters, shoppers, and nearby college students, with the Ardmore train station adjacent to the site.

“Suburban Square was a no-brainer,” Harrington said. “You’ve got strong co-tenancy, great accessibility, and a built-in flow of people throughout the day.”

Additional locations are planned in Center City, likely in the Rittenhouse Square area, as well as in Marlton and Mercer County, N.J. Opening dates for the other locations have not yet been set. Harrington said the company evaluated both data and on-the-ground conditions when choosing sites.

“We look at population, traffic counts, and demographics,” he said. “But ultimately, it’s also instinct — you stand there at different times of day and see how a place feels.”

Harrington said expansion will be paced to avoid oversaturation. “We want to make it accessible to as many people as possible,” he said, “but we don’t want one on every corner.”

The Ardmore shop is expected to employ about 10 to 12 workers, with hours typically running from early morning through mid-afternoon. Harrington said the daytime schedule has helped with hiring.

“It’s appealing to people to be done by 4 or 5 p.m. and not work nights,” he said.

Pricing will match other markets, with a three-pack of bagels and schmear selling for $15.

PopUp Bagels has expanded rapidly following outside investment. In 2024, the private equity and venture capital firm Stripes took a majority stake after leading a $27 million funding round. The company had previously raised $8 million in 2023 and was generating about $10 million in annual revenue at the time of the larger investment.

Chief executive Tory Bartlett, a former executive with Moe’s Southwest Grill and Schlotzsky’s, said the brand was pursuing a franchise-driven growth strategy.

The company has about 25 locations open, including both company-owned and franchised shops, and expects to open roughly 50 more this year. It is targeting more than 300 locations within five years, with current markets including New York, Connecticut, Florida, California, Massachusetts, and Georgia.

Bartlett said the company’s operational model is designed to be relatively compact and efficient, with shops typically around 1,200 square feet.

The limited menu is also central to its strategy. “We’re focused on doing one thing really well,” he said.