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With investors like Paul Rudd, a new bagel baker takes a bite of the West Village
(New York Jewish Week) — Like many people stuck at home during the pandemic, Adam Goldberg, who worked at a flood-mitigation systems company in Westport, Connecticut, decided to try his hand at baking. But unlike most amateur bakers, Goldberg turned his pastime into a thriving bagel-delivery service that built a loyal following and drew the attention of celebrity investors like actor Paul Rudd.
And now, PopUpBagels, which touts itself as a “‘not famous but known’ bagel and schmear subscription club,” announced this week that it will open a brick-and-mortar store in Manhattan at the corner of Bleecker and Thompson streets.
The Greenwich Village store, along with a forthcoming shop in Greenwich, Connecticut, will be PopUpBagels’ first foray into permanent storefronts. This transition comes on the heels of raising “more than a couple million” dollars in seed funding in November 2022, attracting celebrity investors like Rudd, actor Patrick Schwarzenegger and swimmer Michael Phelps. But bold-faced names aren’t the only thing that sets PopUpBagels apart: Unlike most bagel bakeries, PopUpBagels only sells bagels by the dozen, at $38 a pop (which includes two tubs of “artisan schmears” — unique flavors like Caramel Apple, Dill Pickle, Red Pepper and Black Sesame Miso).
“Think of us as your private bagel bakery,” Goldberg, 48, told the New York Jewish Week. “When you feel like you want bagels, you’ll be able to go on our website and order a dozen bagels for a specific pickup time and hot, fresh bagels will be waiting for you when you get there.”
PopUpBagels will not be selling individual bagels, sandwiches or any “old and colds,” which is how Goldberg refers to “anything that’s been sitting out for more than 45 minutes.”
For now — until both stores open in mid-March — PopUpBagels operates via pre-orders only. Customers reserve their orders at the beginning of the week through the bakery’s website, selecting a 15-minute time slot on weekend mornings for pickups at a variety of locations in the tri-state area, including Redding, Connecticut and Tenafly, New Jersey. (Overnight mail orders — 18 bagels for $60, plus schmears — are also available anywhere in the United States on Thursday nights.) City dwellers can pick up their advance-ordered bagels on Saturday mornings at Scampi, an Italian restaurant in Flatiron.
Goldberg said he and his team fill some 700 to 800 pre-sale orders each week, which are baked at two Connecticut bakery locations. The emphasis is on freshness and quality, Goldberg said, which is why the bagels are made-to-(pre)order.
Once the storefront opens, bagels will be baked on-site and available “five to six days a week,” he said. Walk-up orders of half-dozen or a dozen bagels will be available, he added.
“Our flavor is just a little bit different than every other bagel out there,” Goldberg said of his creations, which are about two-thirds the size of an average New York bagel. “We have this saying: ‘We’ve got a little chew in the crust without the lead in the belly.’ It’s refreshing.”
For the last two years, PopUpBagels has taken home the “Best Overall Bagel” award at Brooklyn Bagel Fest, judged by a panel of 20 industry experts. (The competition has only been in existence for three years.)
“PopUp creates some intention around your bagel routine; you have to put intention towards getting their simply perfect bagels when they have a drop,” said Jake Cohen, a chef and baker who has been a contest judge at Brooklyn BagelFest the last two years and voted PopUpBagels for Best Overall Bagel. “To me the magic of their bagels is that you’re only able to get them at peak freshness and then alongside their inventive schmears,” he added.
“The response has been amazing,” Goldberg said. “People are so excited. We’re hearing from customers and people who have been following us for a couple of years and saying, ‘I can’t wait.’”
“I love supporting any establishment honoring the sanctity of a perfect bagel,” Cohen said. “I can promise when they open it will be the main reason I schlep to the Village.”
“Watching people eat our bagels for the first time and seeing their smiles and their faces light up is just an amazing feeling for me,” Goldberg added. “I’m so excited to come to New York and have the opportunity for millions of people to get their hands on our bagels and to be able to see that awesome look for the first time from so many people.”
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Iran Leaders Join Crowds on Tehran’s Streets to Project Control in Wartime
Iranians gather at a park on Nature Day, amid the U.S.-Israeli conflict with Iran, in Tehran, Iran, April 2, 2026. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
After more than a month of being stalked by targeted assassinations, Iran’s leadership has adopted a new tactic to show it is still in control – with senior officials walking openly in the streets among small crowds who have gathered in support of the Islamic Republic.
In recent days, Iran’s president and foreign minister have separately mixed with groups of several hundred people in central Tehran. On Tuesday, state television aired footage of the two posing for selfies, talking to members of the public and shaking hands with supporters who had gathered in public areas.
According to insiders and analysts, the appearances are part of a calculated effort by Iran’s theocratic leadership to project resilience and authority — not only over the vital Strait of Hormuz but also over the population — despite a sustained US-Israeli campaign aimed at “obliterating” it.
One insider close to the hardline establishment said such public outings are intended to show that the Islamic Republic is “unshaken by strikes and that it remains in control and vigilant” as the war grinds on.
The US-Israeli war on Iran began on February 28 with the killing of veteran Supreme Leader Ayatollah Ali Khamenei and several senior military commanders in waves of strikes that have since continued to target top officials.
Iran’s new Supreme Leader, Mojtaba Khamenei, has not been seen in public since taking over on March 8 from his father. Foreign Minister Abbas Araqchi, meanwhile, was removed from Israel’s hit list amid mediation efforts last month, including by Pakistan, to bring Tehran and Washington together for talks to end the war.
Talks aimed at ending the war have since appeared to have petered out, as Tehran brands US peace proposals “unrealistic.” Against that backdrop, recent public appearances by President Masoud Pezeshkian and Araqchi appear designed to project defiance, if not a convincing display of public support.
A senior Iranian source said officials’ public presence demonstrates that “the establishment is not intimidated by Israel’s targeted killing of top Iranian figures.”
Asked whether Iran’s foreign minister or president were on any sort of kill list, an Israeli military spokesperson, Nadav Shoshani, said on Friday he would not “speak about specific personnel.”
NIGHTLY RALLIES TO SHOW RESILIENCE
Despite widespread destruction, Tehran appears emboldened by surviving weeks of intense US-Israeli attacks, firing on Gulf countries hosting US troops and demonstrating its ability to effectively block the Strait of Hormuz.
On Wednesday, US President Donald Trump vowed more aggressive strikes on Iran, without offering a timeline for ending hostilities. Tehran responded by warning the United States and Israel that “more crushing, broader and more destructive” attacks were in store.
Encouraged by clerical rulers, supporters of the Islamic Republic take to the streets each night, filling public squares to show loyalty even as bombs rain down across the country.
Analysts say the establishment is also seeking to raise the “political and reputational” cost of the strikes at a time when civilian casualties are deeply disturbing for Iranians.
Omid Memarian, a senior Iran analyst at DAWN, a Washington-based think tank, said the decision to send officials into gatherings reflects a layered strategy, including an effort to sustain the morale of core supporters at a moment of acute pressure.
“The system relies heavily on this base; if its supporters withdraw from public space, its ability to project control and authority weakens significantly,” Memarian said.
Speaking to state television, some in the crowds voice unwavering loyalty to Iran’s leadership; others oppose the bombing of their country regardless of politics; and some have a stake in the system, including government employees, students and others whose livelihoods are tied to it.
Hadi Ghaemi, head of the New York-based Center for Human Rights in Iran, said the establishment is using such loyal crowds as human shields to raise the cost of any assassination attempts.
“By being in the middle of large crowds they have protections that would make Israeli-American attacks against them very bloody and generate sympathy worldwide,” he said.
POTENTIAL PROTESTERS STAY OFF STREETS AT NIGHT
The Islamic Republic emerged from a 1979 revolution backed by millions of Iranians. But decades of rule marked by corruption, repression and mismanagement have thinned that support, alienating many ordinary people.
While there has been little sign so far of anti-government protests that erupted in January and abated after a deadly crackdown, the establishment has adopted harsh measures – such as arrests, executions and large-scale deployment of security forces – to prevent any sparks of dissent.
Rights groups have warned about “rushed executions” during wartime after Iran hanged at least seven political prisoners during the war.
“Many potential protesters are frightened by the continuing presence of armed men and violent crowds in the streets and largely stay at home once darkness falls,” Ghaemi said.
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US Fighter Jet Shot Down Over Iran, Search Underway for Crew, US Officials Say
FILE PHOTO: A U.S. Air Force F-16 jet fighter takes off from an airbase during CRUZEX, a multinational air exercise hosted by the Brazilian Air Force, in Natal, Brazil November 21, 2018. REUTERS/Paulo Whitaker/File Photo
A US fighter jet has been shot down over Iran and a search-and-rescue operation is underway for any survivors, two US officials told Reuters on Friday, in the first such known incident since the war began nearly five weeks ago.
The Pentagon and US Central Command did not respond to requests for comment.
The prospect of US pilots being alive and on the run inside Iran raises the stakes for the United States in a conflict that has struggled to win popular support among Americans, according to opinion polls.
It also presents a challenge to the US military, which faces the twin goals of trying to save the lives of any surviving U.S. crew and safeguard whoever is involved in perilous rescue missions.
Iranian officials called on civilians to be on the lookout for survivors and have flooded social media with images that purport to show wreckage from the aircraft.
The governor of Kohgiluyeh and Boyer-Ahmad province said anyone who captured or killed the crew “would be specially commended,” Iran’s semi-official news agency ISNA reported.
The incident follows threats by US President Donald Trump to bomb the country back to the “Stone Age,” including to attack Iran’s energy infrastructure and desalination plants, as he presses Tehran to end the war on US terms.
So far, 13 US military service members have been killed in the conflict and more than 300 have been wounded, according to the US Central Command. No US troops have been taken prisoner by Iran.
While Trump has repeatedly sought to portray the Iranian military as defeated, Reuters has reported on US intelligence showing Iran retains large amounts of missile and drone capability.
As of last week, the United States could only determine with certainty that it has destroyed about a third of Iran’s missile arsenal. The status of around another third was less clear but bombings likely damaged, destroyed or buried those missiles in underground tunnels and bunkers, Reuters’ sources said.
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Trump: US ‘Hasn’t Even Started Destroying What’s Left in Iran’
US President Donald Trump speaks on the day he honors reigning Major League Soccer (MLS) champion Inter Miami CF players and team officials with an event in the East Room of the White House in Washington, DC, US, March 5, 2026. Photo: REUTERS/Jonathan Ernst
i24 News – US President Donald Trump said Israel will halt its military campaign against Iran when he decides to end the war, while also signaling in recent conflicting statements that US strikes on Iranian targets could intensify.
Trump emphasized coordination with Israel, stating, “They’ll do what I tell them… They’ve been a good team player. They’ll stop when I stop. They’ll stop unless they’re provoked.”
At the same time, Trump indicated that the US has not yet fully escalated its military campaign. In a statement on Truth Social on Friday, he said, “Our military… hasn’t even started destroying what’s left in Iran. Bridges next, then electric power plants!” He added that Iran’s new leadership “knows what has to be done and has to be done FAST.”
According to a TIME report, Trump is weighing how to balance further military action with growing domestic pressure. Advisers warned him that public support for the war is declining as fuel prices rise and economic concerns mount in the United States.
The conflict has had global implications, particularly through disruptions in the Strait of Hormuz, a key route for oil shipments. The report notes that prolonged instability in the waterway could deepen economic strain and impact global markets.
At the same time, the administration has highlighted military achievements while acknowledging uncertainty over how to achieve broader goals such as limiting Iran’s long-term capabilities. Trump has expressed interest in ending the war but also in ensuring what he views as a decisive outcome.
The report indicates that the US is pursuing multiple options, with Trump seeking a way to conclude the conflict while maintaining pressure on Iran through continued or expanded strikes.