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Westfield Today
By the People, for the People
NYC's PopUp Bagels Expands to Westfield, New Jersey
The trendy New York bagel shop will soon open a location in Union County.
Published on Feb. 12, 2026
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PopUp Bagels, a popular New York City-based bagel shop, has announced plans to open a new location in Westfield, New Jersey. The company, known for its small, crispy bagels and unique cream cheese spreads, currently operates nine shops in New York as well as outposts in several other states. The Westfield location will mark PopUp Bagels' first foray into New Jersey, following the recent opening of another New York-based bagel shop, Apollo Bagels, in nearby Hoboken.
Why it matters
The expansion of New York-based food businesses into New Jersey reflects a broader trend of regional culinary influence and competition. While local preferences and established businesses may initially resist such incursions, the success of Apollo Bagels suggests that consumers are open to new offerings, even within traditionally regional food categories.
The details
PopUp Bagels originated as an at-home operation in Westport, Connecticut, during the COVID-19 pandemic, led by owner Adam Goldberg. The business gained popularity through a series of 'pop-up' events in New York and the Hamptons, where bagels frequently sold out quickly. The company now operates nine locations in New York, as well as outposts in California, Connecticut, Florida, Georgia, Maine, Massachusetts, and North Carolina. The shop is known for its small, crispy bagels with limited topping options – plain, poppy, salt, sesame, and everything – and unique cream cheese spreads, including Shirley Temple and buffalo butter. PopUp Bagels encourages customers to rip their bagels and dip them into these spreads.
- PopUp Bagels announced the Westfield, New Jersey location on Wednesday, February 12, 2026.
- Apollo Bagels, another New York-based bagel shop, opened in Hoboken, New Jersey in recent months.
The players
PopUp Bagels
A popular New York City-based bagel shop that is expanding to Westfield, New Jersey. The company is known for its small, crispy bagels and unique cream cheese spreads.
Adam Goldberg
The owner of PopUp Bagels, who started the business as an at-home operation in Westport, Connecticut during the COVID-19 pandemic.
Apollo Bagels
Another New York-based bagel shop that recently opened a location in Hoboken, New Jersey.
What’s next
No specific opening date or location details within Westfield have been revealed for the new PopUp Bagels location.
The takeaway
The arrival of trendy New York bagel shops like PopUp Bagels in New Jersey highlights the growing influence of regional culinary trends and the willingness of consumers to embrace new offerings, even in traditionally local food categories.
