The bagel has seen a renaissance, and Nashville’s Gulch neighborhood is now part of the story. PopUp Bagels, a brand that gained viral traction through social media, recently opened a location in the trendy district, bringing its signature “rip and dip” experience and rotating schmear flavors to Music City. What began as a pandemic-era hobby in Westport, Connecticut, has quickly expanded across the country, fueled by a devoted online following and a unique approach to a classic breakfast staple.
The appeal, beyond the Instagram-worthy aesthetic, lies in the freshness of the bagels and the creativity of the schmears. But with a minimum purchase of three bagels and a price point that might raise eyebrows for budget-conscious students, is the hype justified? A visit to the Gulch location reveals a carefully curated experience, but one that requires a bit of planning – and a willingness to embrace a slightly messy way to enjoy a bagel.
PopUp Bagels distinguishes itself from established chains with its emphasis on the “rip and dip” method. Customers are encouraged to tear their bagels apart and apply the pieces to scoop up generous portions of flavored cream cheese. This interactive approach, while fun, isn’t without its drawbacks – stray seasoning tends to fly, and it’s definitely not a tidy breakfast option. The brand’s founders, Liza and Daniel Rubinoff, initially launched the business during the COVID-19 pandemic, selling bagels from their home, according to a profile in Connecticut Magazine. The rapid growth, fueled by social media, led to pop-up events and, eventually, brick-and-mortar locations.
A Design-Forward Experience in the Gulch
Stepping into the Nashville shop, located within walking distance of Vanderbilt University’s campus, is immediately recognizable to those familiar with the PopUp Bagels brand. The interior features the signature black-and-white checkered floor, bright orange seating, and a mirror emblazoned with the phrase “not famous but known.” The design is intentionally playful and photogenic, contributing to the brand’s strong visual identity. Staff members, many of whom were reportedly transferred from other PopUp Bagels locations to assist with the Nashville launch, were friendly and helpful, explaining the “rip and dip” technique to first-time customers.
Bagels and Schmears: A Taste Test
During a recent visit, a three-pack included an everything bagel, a plain bagel, and a salt bagel, accompanied by the weekly schmear flavor: vodka sauce cream cheese. The bagels themselves were served warm, boasting a satisfyingly crisp exterior and a soft, fluffy interior. The plain bagel, while perfectly serviceable, lacked a distinct flavor profile. The salt bagel offered a subtle enhancement with its coarse sea salt topping, but the everything bagel truly stood out, generously coated in a flavorful blend of seeds, and spices.
The vodka sauce cream cheese, a unique offering, delivered a subtle cheesiness with a hint of tomato flavor. While not overwhelmingly distinct from traditional cream cheese, it paired well with all three bagel varieties. Notably, the 8-ounce tubs of schmear provided ample spread, even after consuming all three bagels.
The Cost of the Hype
The primary consideration for many potential customers will be the price. A three-bagel pack with one schmear costs $15, and additional schmears are $8 each. This pricing structure, while reflecting the brand’s focus on quality ingredients and unique flavors, may be prohibitive for those seeking a quick and affordable breakfast. The rotating weekly schmear flavors, while enticing, can quickly add to the cost for those eager to sample multiple options. For students on a budget, it’s a treat rather than a regular indulgence.
Is PopUp Bagels Worth the Trip?
PopUp Bagels in the Gulch offers a fun and visually appealing experience, particularly for those seeking a casual outing with friends. The bagels are undeniably fresh and well-made, and the rotating schmear flavors provide a welcome departure from traditional options. However, the price point and the slightly messy “rip and dip” method may not appeal to everyone. The brand’s success is a testament to the power of social media marketing and the enduring appeal of a well-crafted bagel.
PopUp Bagels continues to expand, with new locations planned across the country. The brand’s website (https://popupbagels.com/) lists current locations and upcoming events, and regularly updates the weekly schmear flavors. The next scheduled flavor release is expected on Monday, November 27th.
If you’re looking for a unique bagel experience and are willing to splurge a little, PopUp Bagels is worth a try. Share your thoughts and experiences in the comments below!
