Making It with Jon Davids - Episode 171: The REAL Story Behind the World’s Best-Selling Bagel | Adam Goldberg, Founder of Pop Up Bagels

Release Date: February 21, 2025

Introduction

In Episode 171 of "Making It with Jon Davids," host Jon Davids (JD) sits down with Adam Goldberg, the innovative founder of Pop Up Bagels. This conversation delves into the authentic journey of Pop Up Bagels, correcting and enriching the previously shared narrative from Episode 169. Adam provides firsthand insights into the challenges, strategies, and pivotal moments that propelled his bagel shop to becoming one of Manhattan's fastest-growing establishments.

Unconventional Beginnings: From Wall Street to Bagels

Adam Goldberg's career trajectory is anything but typical. Starting on Wall Street and later transitioning through the insurance and flood mitigation industries, Adam found his true calling in the culinary world during the COVID-19 pandemic.

[00:58] Adam Goldberg: "A lot of hard work and a lot of luck and some great chemistry and in the recipes we put together."

This shift was driven by a combination of passion, opportunity, and the unique circumstances of the pandemic, which provided a fertile ground for experimentation and innovation in the food industry.

Crafting the Perfect Bagel: Focus on Quality and Marketing

Adam emphasizes his background in marketing and entertainment rather than traditional financial training. This focus shaped his approach to building Pop Up Bagels, prioritizing product appeal over conventional sales tactics.

[01:24] Adam Goldberg: "No, by training, I'm always really a marketing and kind of entertainer type person."

Collaborating with his cousin Jeff Lewis, who brought decades of bagel-making experience, Adam meticulously developed their signature bagel recipes by researching and experimenting with various sources, including Martha Stewart and the New York Times.

[04:58] Adam Goldberg: "The first recipe came from scouring the Internet with my cousin, Jeff Lewis."

This dedication to quality and authenticity set the foundation for Pop Up Bagels' success, ensuring that each bagel was not only delicious but also aligned with their mission to bring joy to their customers.

From Passion to Profit: The Birth of a Business

Initially, Adam and his team offered free bagels during the pandemic, driven by a desire to create something meaningful during lockdowns. The turning point came during Adam's birthday in November 2020, when he decided to monetize his passion by selling bagels to support a local charity.

[09:06] Adam Goldberg: "I sold a six pack of bagels to anyone that shows up to my house on my birthday."

This fundraiser not only generated over $1,000 for charity but also garnered media attention, dubbing Pop Up Bagels as "potentially the best bagel in Connecticut." This positive exposure led to a surge in demand and set the stage for broader recognition.

Leveraging Social Media and Influential Endorsements

Social media played a crucial role in Pop Up Bagels' growth. A significant breakthrough occurred when investor Darren Revelle introduced Adam to Danny Meyer, a renowned restaurateur. This connection led to a collaboration that substantially boosted Pop Up Bagels' visibility.

[14:02] Adam Goldberg: "Danny agreed to the bet... that was definitely a major social media boost for us, awareness boost."

Danny Meyer's endorsement and interactive cooking session with Adam further solidified the brand's reputation, attracting a wider audience and enhancing credibility within the competitive food industry.

Operational Scaling: Ensuring Consistency and Quality

As demand soared, scaling operations without compromising quality became a primary focus. Adam invested in a DOE (Design of Experiments) coach to refine production processes, ensuring that each bagel met their high standards regardless of location.

[16:34] Adam Goldberg: "We created a process that would give us the best product we could have."

This meticulous approach allowed Pop Up Bagels to maintain consistency across multiple locations, facilitating smooth expansion and customer satisfaction.

Strategic Funding and Investment: Fueling Expansion

Pop Up Bagels secured substantial funding to support its expansion plans. Initial funds were raised from friends and family in late 2021 to establish commissary facilities. By late 2022, Adam successfully raised approximately $11 million from prominent investors, including Hollywood figures and private equity firms.

[24:43] Adam Goldberg: "We have raised around $11 million to date over several rounds."

This capital influx enabled the opening of the first New York City store in April 2023 and set the stage for future growth, allowing Pop Up Bagels to scale nationally with robust financial backing.

Innovative Marketing and Community Engagement

Pop Up Bagels thrives on organic growth and strong community relationships. The "grip, rip and dip" ritual emerged naturally as customers enjoyed their bagels on the go, fostering a sense of camaraderie and brand loyalty.

[26:52] Adam Goldberg: "That was pretty natural... When we see people doing things that kind of move it, we kind of jump on the bandwagon."

Additionally, the introduction of "half moons" for cocktail parties and other events showcased Pop Up Bagels' adaptability and commitment to enhancing the customer experience through innovative offerings.

Franchising and Sustainable Growth

To manage rapid expansion without overextending resources, Pop Up Bagels adopted a franchising model. This strategy allowed the brand to penetrate new markets efficiently while ensuring that each new location upheld the company’s standards.

[31:41] Adam Goldberg: "We own all of our Connecticut and New York City locations... Our Boston store, which just opened, is our first franchisee location."

Franchising facilitated the growth to 10 stores with ambitions to reach 25-30 stores within the year and scale further to 60-80 by the following year, all while maintaining quality and operational excellence.

Future Directions and Goals

Looking ahead, Adam envisions Pop Up Bagels expanding both nationally and internationally, with plans to enter markets like Tokyo in collaboration with partners such as Wagu Mafia.

[43:15] Adam Goldberg: "We are going to be in Tokyo this October cooking with our friends at Wagu Mafia."

The focus remains on sustaining quality, fostering community engagement, and exploring new opportunities to introduce their unique bagels to diverse audiences worldwide.

Key Takeaways and Entrepreneurial Insights

Adam Goldberg imparts essential lessons for aspiring entrepreneurs:

1. Perseverance and Adaptability: Overcoming operational challenges and continuously refining processes are critical for sustained growth.

2. Community and Customer Engagement: Building strong relationships and fostering organic growth through community involvement can significantly enhance brand loyalty and visibility.

3. Strategic Funding and Investment: Securing the right investments enables scalable expansion while maintaining quality and operational integrity.

[43:53] Adam Goldberg: "Haters are actually fuel to just keep going because it means you're doing something right."

Conclusion

The conversation between John Davids and Adam Goldberg underscores the authentic hustle and strategic ingenuity behind Pop Up Bagels' success. From humble beginnings and pandemic-driven innovation to strategic expansions and community-driven marketing, Adam's journey is a testament to resilience, quality, and the power of an aligned vision.

[43:59] John Davids: "The best thing you can do as a founder... Just don't comment. It'll be out there in the ether. It's fine."

Adam echoes this sentiment, emphasizing the importance of perseverance in the face of challenges and leveraging both support and criticism as motivators for continued success.

[44:02] Adam Goldberg: "This was super fun."

Notable Quotes:

• Adam Goldberg [00:58]: "A lot of hard work and a lot of luck and some great chemistry and in the recipes we put together."
• Adam Goldberg [01:24]: "No, by training, I'm always really a marketing and kind of entertainer type person."
• Adam Goldberg [04:58]: "The first recipe came from scouring the Internet with my cousin, Jeff Lewis."
• Adam Goldberg [09:09]: "I sold a six pack of bagels to anyone that shows up to my house on my birthday."
• Adam Goldberg [14:02]: "Danny agreed to the bet... that was definitely a major social media boost for us, awareness boost."
• Adam Goldberg [16:34]: "We created a process that would give us the best product we could have."
• Adam Goldberg [24:43]: "We have raised around $11 million to date over several rounds."
• Adam Goldberg [26:52]: "That was pretty natural... When we see people doing things that kind of move it, we kind of jump on the bandwagon."
• Adam Goldberg [31:41]: "We own all of our Connecticut and New York City locations... Our Boston store, which just opened, is our first franchisee location."
• Adam Goldberg [43:53]: "Haters are actually fuel to just keep going because it means you're doing something right."

For more insights and inspiring entrepreneurial stories, subscribe to "Making It with Jon Davids" on Apple Podcasts, Spotify, YouTube, or visit influicity.com.