The swiftly expanding bagel company went national under the leadership of its CEO - a key takeaway from the experience being the necessity of establishing infrastructure in advance to meet growing demand for even seemingly basic ideas.
PopUp Bagels CEO Shares Lessons on Sustainable Growth
PopUp Bagels, the rapidly expanding bagel franchise, is gearing up for a significant expansion, aiming to have 100 stores open across at least 10 states by the end of 2027. This ambitious growth strategy is under the guidance of CEO Tory Bartlett, a franchise veteran who joined the company in September 2024.
Bartlett has shared a critical lesson learned during the brand's expansion: the importance of investing in support staff earlier rather than later. He admits that if he could go back, he would have accelerated the hiring process to support the brand's growth ahead of demand.
This proactive approach is crucial for scaling sustainably, ensuring that the necessary infrastructure is in place to handle increased business volume. Bartlett's insight is particularly significant given that PopUp Bagels has already sold 300 franchise units in less than a year, demonstrating the potential of its streamlined and low-overhead model.
However, Bartlett's experience also underscores the need for a strong support system to maintain quality and consistency across all locations as the brand continues to expand. By investing in people and resources early, PopUp Bagels aims to avoid bottlenecks and ensure sustainable growth.
Key takeaways from Bartlett's experience include the importance of early investment in support staff, the need to avoid bootstrapping resources, and the strategic expansion plan involving partnerships with highly vetted operators and regional production hubs.
PopUp Bagels' model includes small footprints, low build-out costs, limited hours, no seating, no soda machines or fryers, and a rotating menu of high-quality bagels and "schmears". The company awards large territories to a small group of experienced operators who know their markets intimately and are committed to brand stewardship.
CEO Tory Bartlett also emphasizes the importance of bringing on resources sooner than thought necessary for sustainable growth. He suggests that if someone is introverted, they might not be the right fit for PopUp Bagels, as the brand requires a high level of interaction with customers and staff.
Founded by Adam Goldberg, PopUp Bagels is poised for continued growth, with its unique model and strategic expansion plan setting it apart in the competitive franchise market.
[1] Bartlett, T. (2025). Interview with Franchise Times. [3] PopUp Bagels (2025). Annual Report. [5] PopUp Bagels (2025). Investor Presentation.
- Tory Bartlett, CEO of PopUp Bagels, underscores the necessity of early investment in support staff for sustainable growth, a lesson learned from the brand's accelerated expansion.
- PopUp Bagels' success can be attributed to its strategic model, which includes a focus on small footprints, low build-out costs, and a high level of interaction with customers and staff.
- With its streamlined and low-overhead model, PopUp Bagels has demonstrated significant potential, having sold 300 franchise units in less than a year.
- To ensure quality and consistency across all locations, PopUp Bagels is making strategic partnerships with highly vetted operators and regional production hubs, as part of its expansion plan.
