Claire Chung
10.16.25: Down by the River, Arts
It’s 9:30 a.m. on Friday, Oct. 10, and the Square is bustling with people proudly holding distinctive brown bags and sporting hats that read, “Not Famous, But Known.” Music pulses from speakers, mixing with the chatter of Harvard students and curious passersby who turn their heads to get a glimpse of the unfamiliar storefront. A DJ bops his head up and down to the beat as he mixes, smiling behind his set. The smell of freshly baked bagels floats through the air, an open invitation on the brisk fall morning.
I move towards the door as eager as every other customer to get my hands on a freshly baked and controversially unsliced bagel. The occasion? Grip, Rip and Dip®. PopUp Bagels, the bagel and schmear shop that has gone viral for its menu and branding, has made its new home right here in Harvard Square and received a warm welcome.
PopUp Bagels is unique for its weekly rotating menu and style of serving bagels. Rather than having the same selection of schmears, PopUp Bagels introduces new, limited-edition flavors every week, creating a small, focused menu. PopUp Bagels are also meant to be eaten in a nontraditional way: instead of being toasted or cut as part of sandwiches, they are served hot and whole. Customers rip into them and dip them into the schmears, butters, or cream cheese.
Located at 1440 Massachusetts Ave., the PopUp Bagels Harvard Square location is the 15th store in the franchise, and its opening has been highly anticipated by locals and students. “Cambridge is such a vibrant community with so much to do, and being home to Harvard University didn’t hurt either,” Boston franchisee Brian Harrington said in an interview with the Harvard Independent. “We think PopUp Bagels is a perfect addition to the neighborhood.”
Harrington’s focus on community reflects one of the brand’s core values. PopUp Bagels started as a way for founder Adam Goldberg to keep a Connecticut neighborhood together in 2020, a time when people were forced to be apart. Goldberg opened the first official store in Westport, Conn. Since then, the brand has spread across the East Coast, from New York to Massachusetts, gaining popularity through its focus on quality and its clever marketing techniques.
“The product always comes first,” Harrington said. “We focus on making incredible bagels and schmears, and the social buzz naturally follows because people love sharing what they enjoy.”
There’s no shortage of buzz surrounding the brand. PopUp Bagels boasts a fan base of celebrities such as actor Paul Rudd and former All-Pro NFL defensive end J.J. Watt. Its marketing leans into the brand’s social media presence, with opportunities for photographs in every part of the store, from their menu to their slogan, “Not Famous, But Known,” plastered across a mirror that customers can take selfies in.
PopUp Bagels also embraces partnerships with other companies to bring limited-edition schmears to their stores—this month, they dropped a “Kraft Mac & Cream Cheese” schmear. These limited-edition “drops” generate hype and exclusivity surrounding the brand, making customers desperate to try PopUp’s newest concoction before the schmear is taken off the market. The brand’s attention to marketing is as clear in person as it is in its online presence.
The moment I stepped inside the Cambridge location, I found myself surrounded by the countless photographable moments around the store. The space was brightly lit and playfully decorated. A large “HARVARD SQUARE” sign reaches across one wall, and a collage of customer photos adorns another. Right by the window, a display of PopUp Bagels merchandise invites customers to represent the brand. White hats and t-shirts that sport their famous slogan lined the shelves.
“We took the traditional PopUp decor and added a few Harvard and Cambridge elements,” Harrington explained. “It’s cool, clean, and we think it turned out great.”
After taking in the decor of the store, I turned to the menu, which is simple and straightforward. PopUp Bagels offers a choice of five bagels: plain, sesame, salt, poppyseed, and everything. The shop has a selection of limited-edition butters and cream cheeses, as well as three classic cream cheeses they always stock: scallion, plain, and vegan scallion. Rather than ordering a single bagel, customers must order in packs of three, six, or 12, though each bagel is still full-sized. By setting up the menu this way, PopUp Bagels seems to encourage its customers to share and connect over food. In a place like Harvard, where it’s hard to find time between classes and extracurriculars, this Rip-and-Dip ritual could force students to slow down and take time to catch up over a meal.
That Friday morning, my friend and I ordered a three-pack with truffle butter, choosing plain, sesame, and everything as our bagel options. That week’s schmears were Kraft Mac & Cream Cheese, truffle butter, plain, and scallion. Ready to Rip-and-Dip, we opened the bag and found an extra bagel nestled in the bottom, a warm opening-day surprise. That morning, we broke bagels together over coffee and conversation, a comforting start to the long weekend that reflected the familiarity of connection between friends.
Personally, I’ve always been a fan of a bagel sandwich or a classic lox and cream cheese (with extra capers, of course), but PopUp won me over by promising something simple and new. So, although I’ll never give up a bagel sandwich, PopUp seems to be here to stay if I ever want a change of pace.
PopUp Bagels is open daily from 7 a.m. to 3 p.m.
Claire Chung ’29 (clairechung@college.harvard.edu) likes the everything bagel from PopUp.