PopUp Bagels, the rapidly expanding Connecticut-born bagel company that has quickly become one of the country's most recognizable bakery brands, is working toward opening a new location in San Diego's North Park neighborhood, according to newly filed public records.
Documents submitted to the San Diego County Department of Environmental Health and Quality indicate plans for a PopUp Bagels at 3727 30th Street, a newly constructed retail space within the Amani mixed-use affordable housing development at the corner of 30th and Gunn Street. The approximately 911-square-foot commercial space sits beneath a newly completed eight-story building containing 78 affordable residential units and was designed for restaurant or café use.
If approved, the location would mark the company's third San Diego County outpost, joining existing shops in La Jolla and Oceanside, both operated by local franchise partners Paul Goodman and Griffin Thall, collectively known as The Bagel Boyz. The duo has previously outlined ambitions to expand PopUp Bagels throughout the region, making North Park a logical next step for the fast-growing brand.
The proposed location also places PopUp Bagels less than a mile from Marigold Bagels, the independently owned Adams Avenue bakery that has become one of San Diego's most celebrated homegrown food success stories. Since opening in late 2025, Marigold has earned a devoted following for its naturally fermented bagels, inventive seasonal sandwiches, and meticulous attention to craftsmanship, frequently drawing long lines and national recognition while helping elevate San Diego's reputation as an emerging bagel city.
While the two businesses offer distinctly different experiences, their close proximity is likely to draw comparisons among local diners. Marigold emphasizes small-batch production, traditional techniques and an evolving menu of bagel sandwiches and specialty offerings. PopUp Bagels, by contrast, has built its reputation around a streamlined concept centered on serving hot, whole bagels fresh from the oven alongside rotating flavored cream cheese spreads, encouraging customers to "Grip, Rip and Dip" rather than order conventional bagel sandwiches.
Founded by Adam Goldberg in Westport, Connecticut, PopUp Bagels began as a backyard pandemic-era operation before exploding into one of the country's fastest-growing food brands through social media buzz, celebrity investors, and an unconventional business model. The company has expanded rapidly across multiple states while maintaining a deliberately minimalist menu focused almost exclusively on freshly baked bagels and schmears.
The North Park site would further strengthen the neighborhood's reputation as one of San Diego's most competitive culinary corridors, where independent operators routinely coexist alongside nationally recognized concepts. The arrival of another high-profile bakery would add yet another destination to an area already known for its concentration of acclaimed restaurants, cafés, breweries and specialty food businesses.
PopUp Bagels currently operates San Diego County locations in La Jolla and Oceanside. The proposed North Park shop would be located at 3727 30th Street. For more information, visit popupbagels.com.
Originally published on August 7, 2026. Information first reported by Joey Reams of WhatNow.
