DALLAS — In a collaboration that blurs the line between game-day cravings and morning rituals, Wingstop has teamed up with viral bakery sensation PopUp Bagels to launch a limited-edition “Lemon Pepper Schmear.” Announced on Thursday, January 22, 2026, this partnership brings one of the chicken chain’s most iconic seasoning blends to the breakfast table.
The new offering transforms Wingstop’s famous Lemon Pepper seasoning—known for its zesty citrus kick and pepper-forward heat—into a creamy spread designed for PopUp Bagels’ signature hot, crispy bagels.
The Flavor Drop
Starting January 29, the “Lemon Pepper Schmear” will be available at all PopUp Bagels locations while supplies last. The product is a direct response to the “swicy” and savory breakfast trends, giving fans a way to “grip, rip, and dip” their way into bold flavors before noon.
Michael Skipworth, President and CEO of Wingstop, framed the partnership as a natural evolution for the brand’s fanbase:
“When two viral brands come together, bold flavor is the only move – and that’s exactly why our famous Lemon Pepper was the perfect fit. This collaboration lets fans take their obsession… from a morning bagel straight to their wing order.”
Adam Goldberg, Founder of PopUp Bagels, emphasized the culinary challenge of the project:
“We don’t collaborate just to collaborate… The fun for us was figuring out how to translate it into a schmear that actually works on a hot bagel and fits naturally into our Grip, Rip and Dip® experience.”
What’s New
While the PopUp Bagels collaboration cleverly migrates Wingstop’s signature dry rubs into the morning daypart, the brand is simultaneously finding new ways to monetize its iconic liquid IP for heavy users. Just as they adapted their Lemon Pepper seasoning for a trendy bakery crossover, the chain also recently leaned into its cult-like sauce following with the launch of the massive Wingstop 32oz Ranch Cup. By supersizing a fan-favorite condiment into a bulk party format while simultaneously putting their signature rub on a bagel, Wingstop is proving that its true competitive moat isn’t just chicken—it is the highly transferable, fiercely loyal flavor profiles that coat it.
A Strategic Morning “Pop”
This limited-time offer (LTO) arrives just ahead of the Super Bowl, strategically keeping Wingstop top-of-mind during a critical sales window. By infiltrating the breakfast daypart—a territory usually foreign to wing chains—Wingstop is leveraging PopUp Bagels’ cult following to generate buzz and drive cross-brand trial. For PopUp Bagels, the partnership reinforces its reputation as an innovator in the “no-frills, high-quality” bakery space. To stay updated on the latest food collaborations and limited-time menu items, or to share your own brand’s news, visit Source86.
