NEW YORK CITY — PopUp Bagels is set to open a new location in Times Square next week.
The new location at 1501 Broadway marks a return to New York City for the Connecticut-born brand, which opened its first NYC shop in Greenwich Village after founder Adam Goldberg's backyard pandemic project grew into a popular business.
PopUp is known for serving hot, whole bagels by the bag with schmears designed for ripping and dipping.
The Times Square location will introduce two NYC-inspired offerings: a New York Cheesecake Strawberry Schmearand Everything but the Pastrami Butter, created in collaboration with Katz's Delicatessen.
The store will be open daily from 7 a.m. to 9 p.m., making it the brand's latest-closing location in New York City.
"New York has been such an important part of the PopUp story, so opening a shop in Times Square feels pretty surreal," Adam Goldberg, Founder of PopUp Bagels, told Patch.
"What started with people picking up bags of hot bagels from my backyard has turned into this incredible community of people who genuinely love the brand and everything it stands for. New Yorkers have brought so much energy and excitement to what we do, and to now have a home in the city's heartbeat feels deeply special."
A grand opening celebration will begin at 7 a.m. on Friday, October 16, featuring a live DJ, exclusive NYC merchandise for the first guests in line, beverages from Saint James, La Colombe and Natalie's, and hot bagels served fresh from the oven. The store will remain open until 9 p.m.
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