The Ask: Expand Pop-Up Bagels from a Northeast cult favorite into a nationally recognized brand while increasing awareness, engagement, and repeat customer behavior among Millennials and Gen Z.
The Problem: Pop-Up Bagels relies heavily on regional hype, organic social buzz, and exclusivity, which limits geographic awareness, scalability, and consistent repeat purchasing. Additionally, there are gaps in internal culture alignment and broader market penetration.
The Insight: Consumers, especially younger audiences, crave simple, high-quality food experiences that feel consistent, community-driven, and shareable. What starts as hype needs to evolve into a habitual, emotionally connected ritual to sustain long-term loyalty.
The Solution: Launch the “Weekly Bite, Done Right” campaign to transform Pop-Up Bagels from a one-time hype experience into a weekly ritual.
Long-Term Vision
Next 18 months:
Continue campaigns into 100+ promised locations in 10 states before 2027
Execute Schmear Cities Tour and localized pop-ups to raise awareness in new markets
Roll out a loyalty program and app to create habitual buyers
Monitor engagement and collect feedback from customers on their experience and campaign thoughts
3-5 years:
While Pop-Up currently plans for 300 locations, we want to stay under 150 locations to keep exclusivity. After 150, each location's addition will be on a case-by-case basis
Deepening engagement with Millennials and Gen-Z through Schmear Cities Tour, continued local collaborations, and loyalty perks
Update and add to the loyalty program based on customer feedback
Continue strategic partnerships with events, brands, and local businesses to build community and enforce ritual behaviors
5-10 Years:
Achieve national recognition, brand loyalty, and brand awareness in all current markets
Solidify culture and brand identity, ensuring internal alignment and external authenticity
Explore AI/Technology-related advancements for more community-based events, app-integrated games, and more.