PopUp Bagels will be operated by the same San Diego franchisees behind the La Jolla location - Paul Goodman and Griffin Thall, known locally as The Bagel Boyz - who have already proven the brand’s appeal in Southern California. Since opening in November 2025, the La Jolla shop has consistently drawn long lines, social media buzz, and near-constant sellouts, quickly establishing PopUp Bagels as one of the most talked-about bakery concepts in the region.
The Oceanside location will move into the space most recently occupied by Blackmarket Bakery, which abruptly closed its Oceanside café in August 2025 amid bankruptcy proceedings that ultimately led to the brand’s complete shutdown across Southern California. Blackmarket had opened in Freeman Collective in 2022 as an anchor tenant alongside concepts like HomeState and Artifex Brewing, but financial strain and a rapid contraction ended the bakery’s run less than three years later. PopUp Bagels’ arrival represents a swift and notable turnover for the high-profile North County development.
As with its La Jolla counterpart, the Oceanside PopUp Bagels is expected to follow the brand’s stripped-down, theatrical model: hot, whole bagels served fresh from the oven, meant to be torn by hand and dipped into rotating schmears rather than sliced or toasted. The minimalist approach, paired with strong branding and limited menus, has helped fuel PopUp’s cult status since its beginnings as a backyard pop-up in Westport, Connecticut in 2021.
The Oceanside opening is part of a broader rollout planned by Goodman and Thall, who have previously stated their intention to open multiple PopUp Bagels locations throughout San Diego County over the next several years. With North County now firmly in the mix, the brand’s expansion signals confidence that San Diego’s evolving bagel scene can sustain another major player alongside established local favorites and recent imports.
An exact opening date has not yet been announced, but signage and permitting activity suggest the Oceanside PopUp Bagels could debut in the coming months. When it does, it will bring one of San Diego’s most hyped food concepts into a space that has seen both rapid rise and sudden collapse, adding another layer to Freeman Collective’s ongoing transformation.
PopUp Bagels Oceanside will be located within the Freeman Collective at 182 S. Coast Highway in Oceanside. For more information, visit popupbagels.com.
Originally published on February 7, 2026.
