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PopUp bagels now targeting November opening
PopUp Bagels, which is coming to the narrow space on Greenwich at the corner of Reade, has pushed back its opening to November. A reader sent in the photo above, which had me excited for a minute that the opening was imminent (they were originally aiming for June/July.)
R. first heard about PopUp coming to the neighborhood in December, when her 20-year-old son caught the news on Instagram. “He’s obsessed,” she said. “First place he goes when he comes back from college.”
The company was founded during the pandemic in New Yorker Adam Goldberg’s kitchen — he created a backyard pickup window to share a newly created bagel recipe with friends — and now has four locations in the city (the closest is Thompson Street) and five in Connecticut, along with seasonal locations in East Hampton, Palm Beach and Wellesley.
The bagels won Brooklyn’s BagelFest Best Bagel award two years in a row and are on Eater’s list of best bagels in the city.
They serve bagels and only bagels — no slicing, no sandwiches — and schmears that change each week. Right now there is hot honey butter and yam schmear. Oh, and there are no plastic knives, which I applaud. From their emails: “Loyal fans love to grip, rip, and dip right on the street.”
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This checks out. They told me on Insta DM that they were targeting the fall last week
Huge upgrade for the neighborhood! Great bagels!
This is going to be a very delicious, dangerous reality for us.
I’m glad if people are excited about this new addition to our neighborhood, and I wish every new business the best. But although I’m sure many feel a critique is uncalled for here, I’m compelled to be the wet blanket. The Popup experience is fun — yes, they serve differently, and the bagels are fresh and quite good when they come out of the oven. But for those with deli in their DNA, it’s just not a bagel for fundamentalists. The fact that they’re very costly contributes to that. The key dynamics of the bagel position it not as the temperamental star but as part of a culinary troupe. An inexpensive good made to a top standard. Top bagels eschew Instagramability in deference to heritage. Putting it near the college was smart. The Village outpost is hugely supported by students, not so much those for whom bagels are roots cuisine.
But if they can make people happy, yes, we need that. I take my hat off.
If they are expensives, college kids will stay away. I do hope they put a railing up == those stairs will keep some seniors away.