Not Famous, But Known: The Rise of PopUp Bagels
with Jasper Burke
Interviewed by Ana Sunjka
Meet Jasper, a 21-year-old third-year student at St Andrews. Originally from Connecticut, Jasper is studying Italian and Medieval History, but he has an entrepreneurial spirit which extends far beyond the classroom. At just 17, he helped start PopUp Bagels, now celebrated as the number one bagel company in New York.
Ana: What was the moment or idea that sparked the creation of Pop Up Bagels? How did you and the original owner decide that this was the venture to pursue?
Jasper: During COVID, everyone seemed to be baking sourdough as a way to pass the time, but Adam, the founder, wanted to try something different. He decided to make bagels instead. With one of his relatives, he started experimenting with recipes, tweaking and adjusting until they created a product they loved—and so did their friends.
Ana: That’s interesting! How did you get involved with Pop Up Bagels?
Jasper: Well I had just flown back from London during the pandemic. My mom was having socially distanced drinks with Adam and his wife, and Adam mentioned that he was starting a bagel business out of his home kitchen and was looking for some help.
Ana: So, they weren't selling yet at that point?
Jasper: I believe he was just beginning to figure out the sales side of things. He’d have friends stop by to pick up bags of bagels by the dozen.
At that time, we only worked on weekends, so from Friday through Sunday, I’d wake up around 3:30 in the morning, head to his house, and start baking bagels for people to pick up. From there, we started doing our “pop-ups” at different restaurants and locations. I’d join Adam in the morning to prep the dough, and then we’d move to the restaurant where we’d be baking, often with the help of his friends. We worked out of all kinds of places—restaurants, farms, even synagogues. Throughout this time, there was constant refinement of the recipe, and Adam bringing in a “dough expert” to help perfect his vision.
Ana: But you didn’t have a permanent pop-up location yet, right?
Jasper: No, we didn’t have our own permanent space yet. We worked in this pop-up model for a while until we began baking consistently out of a place called Manna Toast in Westport, Connecticut. We had an arrangement with the owners, and while the building wasn’t technically ours, it felt like the closest thing to a home base at the time.
Ana: And you were just 17 then?
Jasper: Yes, I was 17. Every weekend, I’d wake up at 3:30 a.m. to get to the shop, make the dough, prep for the bake, work through the day, and then head back home to do schoolwork.
Ana: How did you transition from the pop-up concept to opening your own doors?
Jasper: It all grew organically. It took around a year to open the first location with “Popup Bagels” name on the building. Our exposure grew quickly because, on weekends, we’d drive a car filled with hot bagels to neighboring towns and organize pick-ups for locals. In the summer, we also ran a pop-up in East Hampton, which helped us reach even more people.
Ana: How did you come up with the name 'Pop Up Bagels' and its catchphrase, “Not famous, but known”? What does it signify, and how does it reflect your brand's identity?
Jasper: The name "Pop Up" came directly from our original concept—baking at different restaurants and locations across the county, only on weekends. The catchphrase, “Not Famous but Known,” has a funny origin. Adam and his wife Jen were on holiday in Scandinavia, and at a bar, they noticed people approaching a man at a nearby table for autographs. Adam eventually leaned over and asked, “Are you famous or something?” The man replied, “Well, I’m not famous, but I am known.” Adam loved that line, and when the bagel business entered its beginning stages, it became our motto.
Ana: And now, you are both famous AND known!
Jasper: Well… that depends on who you ask.
“Just do it. Seriously. Mistakes are part of the process, and each mistake means experience, and that experience leads to progress.”
Ana: When you first shared your plans to start this venture, what were the reactions from your family and friends?
Jasper: Honestly, nobody thought much of it at first, at least until they tried the bagels. It was during COVID, and I was studying remotely, so this seemed like a great way to keep busy and make some extra money. Everyone was encouraging, but no one—including me—realized how big it would become. As we grew and became a part of the local community, it became a bigger deal, and soon, I had friends and even my own teachers teachers asking me how they could get their hands on some bagels.
Ana: Could you walk us through those initial months of getting the business off the ground? What were some of the biggest challenges, and how did you overcome them?
Jasper: Scaling the business while maintaining quality was definitely a more challenging part. As we grew, the numbers we were baking each weekend increased, and things like changing seasons affected the dough’s proofing temperatures and ratios. Plus, we were breaking into a market with established bagel shops and loyal customers, so getting people to give us a chance was challenging. It was tough, but also incredibly exciting.
Ana: How did the community react when you first started? How did you build your customer base in those early days?
Jasper: We started by selling bagels by the dozen on a subscription basis—either weekly or bi-weekly. People would come to pick up their dozen, along with two 6-ounce tubs of our homemade schmears. We didn’t make sandwiches; we kept it simple. It was a different sales model for bagels, and there was some initial hesitancy. But once people tried them, they were hooked.
Ana: Can you share a couple of pivotal moments in Pop Up Bagels' journey that were particularly memorable for you?
Jasper: It’s definitely been the most fun I’ve had in a job. When I turned 18, after about eight months of putting in extra hours, managing and training new team members, Adam surprised me with equity in the company. It was such a rewarding moment because I hadn’t expected it, and it made me realize how much hard work is truly appreciated. Another highlight was some of the incredible and talented people I met, like Adam Sandler, Michael Phelps, Childish Gambino, and even attending events with Swedish House Mafia and Kygo live.
Ana: Who has been your biggest inspiration or mentor throughout this entrepreneurial journey, and what key advice have they given you that stuck?
Jasper: Without a doubt, it’s Adam. He brought me into the industry and taught me everything I know—not just about making bagels, but about running a business and marketing. He trusted me to help execute his vision, even when I was just a 17-year-old kid.
Ana: Running a business from such a young age must have had a big impact on your personal growth. How do you think you’ve changed since starting Pop Up Bagels?
Jasper: I’ve learned so much—about the value of hard work, the importance of commitment, and the power of taking initiative. It’s been a huge part of my growth as a person
Ana: Pop Up Bagels has become a hot spot for celebrities. To what do you attribute this level of high-profile endorsement? Is it the networking, the quality of the bagels, or a combination of both?
Jasper: It’s definitely a combination of both. We’re not just selling a product; we’re selling an experience. Networking plays a huge role, especially in this industry, and we were fortunate to have some good connections early on. But at the end of the day, the product has to live up to the hype—and I think we’ve managed to do that.
Ana: In today’s digital age, influencers play a significant role in shaping brand reputations. How has social media and influencer marketing impacted Pop Up Bagels?
Jasper: It’s really been huge. We’ve gone viral on Instagram and TikTok, and food influencers come in almost daily to review our bagels. It’s definitely helped to spread the word and keep people excited about what we’re doing.
Ana: What do you say to people who claim it’s just a buzz?
Jasper: Every business like ours is going to have critics, that’s just how it works. But I am a big believer in “trust, but verify,” so you should always check for yourself. In my opinion though, they are the best bagels i’ve ever had, and believe me, I’ve had a lot.
Ana: You’ve also expanded into festivals and big events. Can you tell us about some of those major experiences?
Jasper: I’ve been part of some pretty cool events, like the Palm Tree Music Festival, which is a massive event. I’ve also worked on events with TikTok influencers in New York and events at places like One New York Plaza.
Ana: Tell us about some of the “famous and known” flavors. What are the best flavors, and which collaborations or partnerships have stood out?
Jasper: There’s been some really fun partnerships over the years. Most recently, Popup collaborated with Nickelodeon to create Dora’s Dulce De Leche Cream Cheese—or as we like to call them, “schmear.” We’ve also had flavors like Butterfinger, Utz Cheeseball, and a surprisingly popular Pizza Cream Cheese. One crowd favorite is definitely the cinnamon sugar butter. We always have one special cream cheese and one special butter in addition to our two classics: plain and scallion (spring onion) cream cheese.
Ana: What do you think makes Pop Up Bagels a "must-visit" spot? What makes your bagels more than just food, but part of a lifestyle and social experience?
Jasper: It’s all about the experience we create. We serve bagels fresh out of the oven—hot and whole. The idea is to “grip, rip, and dip” them into your choice of schmear, and even in the window we have a sign, “Bagels. Not Sandwiches.” It’s a new, and fun way of enjoying bagels that people really love. But it is way more than just the bagels; it’s the atmosphere. We always have great music playing from 7 a.m., and when the line gets long, we hand out hot bagels to keep people happy. We love each and every customer that comes in, and at the end of every transaction, we make it a point to say, “Appreciate you.” It’s more personal than a quick in and out transaction, and it’s those little touches that make the experience special.
Ana: What are your hopes for the future of Pop Up Bagels? Are there any new markets or products you’re excited to explore?
Jasper: Well personally, I’d love to see Pop Up Bagels expand internationally. There’s already been so much growth, and you better believe there’s more to come, which is truly phenomenal. I do think that global markets outside the US have a lot of potential, and It would be amazing to see how our concept and flavors are received around the world.
Ana: Where do you see yourself in the future? Is this an industry you plan to stay in?
Jasper: It’s hard to say. Pop Up Bagels will always have a special place in my heart, and I’d love to continue being a part of it. But who knows what the future holds? I know that I'll never rule out staying in the industry with Popup, and I’d love to “ride along the bagel train” for as long as I can. What I can say right now however, is that Popup Bagels changed my life. If you’re in the US, or traveling there, keep an eye out for a Popup near you, and make sure to stop by.
“But it’s more than just the bagels; It’s all about the experience we create. At the end of every transaction, we make it a point to say, “Appreciate you.” It’s more personal than a quick in and out transaction, and it’s those little touches that make the experience special.
- Jasper Burke
All views expressed in this article are the author’s own, and may not reflect the opinions of N/A Magazine.
Posted Friday October 18th 2024.
Edited by Ana Sunjka