PopUp Bagels, the fast-growing “Not Famous but Known” bagel brand, is preparing to open a new location in Oceanside at 510 Vista Way, Suite 102.
The new Oceanside location will open in the former home of Black Market Bakery, next to Tanner’s in the Freeman Collective development, according to signage on the building, first reported by Eating Oceanside. Franchise owner Griffin Thall confirmed the expansion with What Now, though no official opening date has been announced. Customers can expect the same hot, whole bagels and rotating cream cheese flavors that have made the La Jolla location a popular destination since its debut in November 2025.
PopUp Bagels first launched in La Jolla under the operation of Paul Goodman and Griffin Thall, known locally as The Bagel Boyz. The duo quickly established a following thanks to the brand’s Grip, Rip, and Dip bagel approach, drawing steady attention on social media and strong customer traffic. The Oceanside location represents the next step in their San Diego County expansion.
The menu emphasizes freshly baked bagels served hot and whole, paired with a variety of rotating schmears. PopUp Bagels focuses on simplicity and quality, with a crisp crust, soft center, and carefully balanced toppings, giving customers a straightforward yet memorable experience.
Franchise owners Goodman and Thall bring local expertise and a proven track record to the Oceanside location. Their La Jolla operation demonstrated strong community engagement and buzz-worthy marketing, which they plan to replicate in Oceanside to deliver a consistent, reliable bagel experience for local customers.
Freeman Collective offers a mix of commercial spaces in a central Oceanside location, providing a suitable environment for the bakery concept. The area is undergoing a tenant shift, with Popup Bagels among the newest additions. Other news surrounding this site, also reported by Eating Oceanside, includes the closing of Homestate on February 22.
