Company case study
Pop-Up Bagels
Pop-Up Bagels is a food business that started during the COVID-19 pandemic, selling bagels directly to customers through an appointment-based model from their home. It came up on My First Million, hosted by Sam Parr and Shaan Puri, in the episode "3 millionaires reveal their super niche businesses" (aired August 21, 2026).
At a glance
| Podcast | My First Million |
|---|---|
| Hosted by | Sam Parr and Shaan Puri |
| Episode | 3 millionaires reveal their super niche businesses |
| Aired | August 21, 2026 |
| Revenue and traction | They have since raised venture capital and are now valued at hundreds of millions. |
| Category | E-commerce |
Figures and claims are as told on the episode, summarized from the transcript. Check the date: they describe the company at the time it aired.
What the episode said
3 millionaires reveal their super niche businesses · aired August 21, 2026 · hosted by Sam Parr and Shaan Puri
Why it works
The business capitalizes on the demand for fresh, high-quality food that can be ordered without the hassle of a physical storefront, particularly appealing during a time when people were looking for safe food options.
Founding story
Founded by a husband and wife team during the pandemic, the business began as a simple idea to sell bagels from their apartment.
The playbook
They utilized a unique appointment-based sales model that created exclusivity and demand for their product.
Also mentioned
Hot Plate powered Pop-Up Bagels in their early stages, helping them to scale to a significant business.
Why this works now (our analysis)
Health-conscious consumers seeking fresh, locally made food prefer direct-to-consumer models, especially during times of health concerns. Pop-Up Bagels initially promoted their products through local Facebook groups, generating early sales by creating a sense of community and exclusivity. They face challenges with scalability, particularly due to the labor intensity of producing bagels in small batches without a commercial kitchen.