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The line started forming before most of Westhampton had finished its first cup of coffee.
By 6:30 a.m. Friday, hungry Long Islanders were already gathering along Main Street for the opening of PopUp Bagels’ first permanent Suffolk County shop.
The viral “rip-and-dip” bagel brand officially opened the doors at 130 Main St., drawing customers eager to get their hands on its hot bagels and rotating schmears.
The Westhampton opening marks a permanent East End home for a company that had already built a loyal following through seasonal pop-ups in Amagansett — appearances that routinely attracted long lines of their own.
And PopUp Bagels brought a local favorite along for the celebration.
The company teamed up with Tate’s Bake Shop to debut a limited-time Chocolate Chip Cookie schmear, combining two brands with strong East End ties.
Westhampton is PopUp Bagels’ second permanent Long Island location. Its first opened in November 2024 at 1388 Old Northern Blvd. in Roslyn, where customers also lined up to try the brand’s increasingly famous bagels.
A third Long Island shop is planned for 900 Old Country Road in Garden City, though an opening date has not yet been announced.
Founder Adam Goldberg started PopUp Bagels from his Connecticut home during the pandemic. What began as a backyard operation has since grown into a rapidly expanding company with shops across New York City and New England — and a list of investors that includes actor Paul Rudd.
The menu remains intentionally simple.
Bagels are baked in small batches, served hot and whole, and sold by the dozen alongside rotating schmears and dips. Customers are encouraged to rip them apart and dip each piece into their chosen cream cheese.
There are no traditional bagel sandwiches. No bacon, egg and cheeses.
Just hot bagels with a crisp crust, soft interior and plenty of schmear — a formula that has earned PopUp Bagels national attention and back-to-back “Best Bagel” honors at Brooklyn’s BagelFest.
More photos
All photos by Nick Esposito
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