PopUp Bagels is set to debut in the 1,650-square-foot former Breakfast Republic space on Pearl Street in La Jolla with a concept dedicated to serving bagels hot, whole, and straight from the oven. The brand has developed a cult following for its minimalist model: no sandwiches, no toasting, and no slicing - just fresh, blistered, whole bagels designed to be torn by hand and dunked into rotating schmears.
The La Jolla shop represents PopUp Bagels’ first step into California and the official start of a 35-store regional expansion planned across the state. San Diego franchise partners Paul Goodman and Griffin Thall, known locally as The Bagel Boyz, will lead the charge, with at least 10 San Diego County locations on deck over the next several years.
The brand began in 2021 when founder Adam Goldberg started selling bagels out of a backyard window in Westport, Connecticut. PopUp Bagels quickly morphed into a sensation, winning accolades across the Northeast and earning a reputation for rethinking the way bagels are eaten. The brand’s “Not Famous, but Known” tagline has become increasingly ironic as expansion accelerates to states including New York, Florida, Massachusetts, and now California.
CEO Tory Bartlett said the company chose La Jolla as its West Coast starting point because of San Diego’s engaged food scene and strong community identity. He added that The Bagel Boyz bring the entrepreneurial energy and local connections needed to anchor PopUp Bagels’ presence in the region. Goodman and Thall said they fell in love with the concept after experiencing the “electric energy” of New York’s PopUp lines and immediately wanted to bring that excitement home.
The menu in La Jolla will follow the brand’s signature simplicity. Bagels will be offered hot and whole in flavors like plain, sesame, and everything, alongside weekly rotating schmears that change with the seasons and special brand collaborations. For opening week, PopUp Bagels will debut an exclusive La Jolla-only schmear: TRUFF cream cheese, made in partnership with the truffle-infused condiment powerhouse known for its cult-favorite sauces.
PopUp Bagels says the TRUFF partnership celebrates the brand’s commitment to bold flavor and high-end collaborations, which in the past have included chefs, premium food brands, and creative tastemakers. The La Jolla shop also promises giveaways and opening-day surprises during its grand opening launch celebration.
The Bagel Boyz, who have built a strong presence in San Diego through lifestyle brands, marketing partnerships, and community events, say their goal is to replicate PopUp’s original fan-driven culture. They expect the La Jolla store to become a neighborhood hub, with locals grabbing hot bags of fresh bagels to take to the beach, to the office, or back home to tear apart.
For San Diego, the arrival of PopUp Bagels marks another major moment in the region’s fast-evolving bagel renaissance. With competitors like Marigold Bagels, Brooklyn import H&H Bagels, and multiple independent bakeries expanding countywide, PopUp enters the market with national momentum and a uniquely theatrical approach to bagel culture.
PopUp Bagels grand opens on Friday, November 21 at 637 Pearl Street in La Jolla. For more information, visit popupbagels.com.
PopUp Bagels says the TRUFF partnership celebrates the brand’s commitment to bold flavor and high-end collaborations, which in the past have included chefs, premium food brands, and creative tastemakers. The La Jolla shop also promises giveaways and opening-day surprises during its grand opening launch celebration.
The Bagel Boyz, who have built a strong presence in San Diego through lifestyle brands, marketing partnerships, and community events, say their goal is to replicate PopUp’s original fan-driven culture. They expect the La Jolla store to become a neighborhood hub, with locals grabbing hot bags of fresh bagels to take to the beach, to the office, or back home to tear apart.
For San Diego, the arrival of PopUp Bagels marks another major moment in the region’s fast-evolving bagel renaissance. With competitors like Marigold Bagels, Brooklyn import H&H Bagels, and multiple independent bakeries expanding countywide, PopUp enters the market with national momentum and a uniquely theatrical approach to bagel culture.
PopUp Bagels grand opens on Friday, November 21 at 637 Pearl Street in La Jolla. For more information, visit popupbagels.com.
Originally published on November 14, 2025.
