PopUp Bagels opened a shop in Times Square on Friday, October 16, and it keeps the latest hours of any of the company's Manhattan locations. For the opening, the bagel company brought out a pastrami butter made with Katz's Delicatessen, alongside a strawberry cheesecake schmear.

The company announced the shop at 1501 Broadway, and its store directory lists it at 200 West 44th Street. Its store page shows it open every day from 7 a.m. to 10 p.m. Every other PopUp in Manhattan closes by 7 p.m. at the latest, and most close at 4 p.m.

Two New York flavors for the opening

PopUp marked the opening with two New York-themed spreads. One is a New York Strawberry Cheesecake Schmear. The other, Everything but the Pastrami Butter, was developed with Katz's. Opening day on October 16 started at 7 a.m. with a DJ, New York merchandise for the first customers in line and drinks from Saint James, La Colombe and Natalie's.

The rest of the menu is the same short list PopUp serves everywhere. Bagels come in five varieties (plain, everything, poppy, salt and sesame) and are sold hot and whole, by the bag, with no sandwiches. The standing spreads are plain and scallion cream cheese, salted butter and brown sugar cinnamon butter, and a rotating set of limited-edition schmears changes on a schedule posted on the company's site. Its current listing shows a chocolate chip pumpkin cream cheese and a pumpkin butter starting October 22. The company calls its way of eating the bagels Grip, Rip and Dip: tear off a piece and dip it in a cup of spread.

From a Westport backyard to Broadway

Adam Goldberg started PopUp Bagels in his backyard in Westport, Connecticut, as a pickup window for a bagel recipe he was sharing with friends. The company's first New York City shop was in Greenwich Village, at 177 Thompson Street. Its Manhattan directory now lists eight shops: Times Square, 7 Penn Plaza at 370 Seventh Avenue, Midtown East at 139 East 57th Street, Thompson Street, Tribeca at 315 Greenwich Street, the Upper East Side at 1457 Third Avenue, Union Square at 20 East 16th Street and the Upper West Side at 338 Columbus Avenue.

Across the country, the company's site lists 57 locations in 21 states and Washington, D.C., including 14 in New York State. Beyond Manhattan, those include shops in Bayside and Brooklyn.

The brand is known for limited-run schmears made with other companies and personalities. Past collaborations named by the company include flavors built around Wingstop, Guinness, Grillo's, Poppi and Papa John's, a schmear tied to the Jonas Brothers' Madison Square Garden shows and one made with Dancing with the Stars. This month it is also selling a spicy mac and cheese schmear made with Tabasco.

Ordering and getting there

Customers can walk in or pre-order online for pickup, and the company says pre-orders are available until the day's bagels sell out.

The shop is steps from Times Sq-42 St, served by the 1, 2, 3, 7, N, Q, R, W and the 42nd Street Shuttle. The A, C and E stop at 42 St-Port Authority Bus Terminal, one avenue west on Eighth Avenue. 49 St on the N, R and W is a short walk north along Seventh Avenue.

Plan your visit

Where: PopUp Bagels Times Square, 1501 Broadway (listed in the company's directory as 200 West 44th Street), Midtown Manhattan.

Hours: Every day, 7 a.m. to 10 p.m., per the company's store page.

How to order: Walk in, or pre-order at popupbagels.com. Bagels are sold by the bag.

Phone: 855-747-6347.

Sources