PopUp Bagels, a Connecticut-based chain backed by celebrity investors, plans to open its first Utah location at 4835 S. Highland Drive in Holladay, near Magnolia Bakery.

The company has not announced an opening date for the shop, The Salt Lake Tribune first reported Tuesday, Sept. 29.

Adam Goldberg founded PopUp Bagels in 2020 in Westport, Connecticut. The chain skips sandwiches entirely. It sells bagels by the bag in five varieties: plain, everything, sesame, poppy and salt. Bags come in sizes of 3, 6, 12 or 30. Customers pair them with cream cheese or butter schmears and, optionally, smoked salmon.

The concept is built around what the company calls "grip, rip and dip," serving bagels hot and whole rather than sliced for sandwiches.

As of July 2025, PopUp Bagels had 14 company-owned locations in New York, Connecticut and Massachusetts, according to Bake Magazine. That same month, the company announced it had signed 300 new franchise locations across 10 states and set a goal of 100 open stores by the end of 2027.

"When we started baking bagels in my backyard, I never imagined we'd turn it into a national brand … The idea of hitting 300 stores is surreal," Goldberg said in July 2025, when the franchise expansion was announced.

CEO Tory Bartlett, who joined PopUp Bagels in September 2024 from Moe's Southwest Grill, is leading the expansion. The company said it plans to build regional production hubs to maintain quality as it grows. Retail locations average about 1,100 square feet.

The company's website lists Paul Rudd, Michael Phelps, Michael Strahan and JJ Watt as celebrity investors.

PopUp Bagels is one of two national bagel chains heading to the Salt Lake area. Jeff's Bagel Run, a Florida-based chain, plans to open in the View 72 shopping center in Midvale by the end of the year, with 15 locations planned across Salt Lake, Davis and Weber counties, according to the Tribune.

No timeline for construction or a soft opening at the Holladay location has been released. The company's website does not list the Highland Drive address among its locations.