PopUp Bagels is lining up an Oceanside run, with fresh signage marking a new outpost inside the Freeman Collective at 510 Vista Way, Suite 102, tucked next to Tanner’s Prime Burgers. The space, most recently occupied by Black Market Bakery, will be operated by the San Diego franchise team behind the brand's La Jolla shop. No official opening date has been announced, but operators say the Oceanside location will stick with PopUp’s hot-and-whole format and rotating schmears. The move adds another national name to a Freeman Collective that has been reshuffling tenants in recent months.
Signage and confirmation
Early signage on the building and an initial post by Eating Oceanside first tipped off the move, and franchise owner Griffin Thall later confirmed the expansion to What Now. The What Now story lists the address as 510 Vista Way, Suite 102 and notes the shop will sit next to Tanner’s inside the Freeman Collective.
La Jolla debut and the Bagel Boyz
PopUp Bagels opened its first San Diego outpost in La Jolla on Nov. 21, 2025, under local operators Paul Goodman and Griffin Thall, who are known as The Bagel Boyz, according to LaJolla.ca. Coverage from the opening week showed long lines and quick sellouts, helping explain why the franchisees are expanding into North County, per the Times of San Diego.
Freeman Collective's shifting lineup
The Freeman Collective, a multi-tenant complex at 510 Vista Way, lists HomeState, Tanner’s Prime Burgers and Blackmarket Bakery among its prior tenants, and the property's brochure lays out the site's retail mix. RI Retail maintains the listing, and local reporting notes that HomeState is scheduled to close on Feb. 22 as part of the recent churn. SanDiegoVille covered the HomeState update.
Where PopUp Bagels fits in the bigger plan
PopUp Bagels has been rapidly franchising across the country and has announced California partnerships that include multiple Southern California openings and a San Diego County rollout led by Goodman and Thall. GlobeNewswire outlined the brand's regional franchise agreements and growth targets.
What to expect
When it opens, the Oceanside shop is expected to follow the familiar PopUp model: hot bagels served whole, a short menu, rotating schmears and preorder windows designed to limit long waits and sellouts. PopUp Bagels' locations page describes the brand's preorder and schmear approach. For now, franchisees have not released an opening date, so locals will have to watch permits and Freeman Collective signage for a firm launch.
