Boojum is an Irish chain of Mexican fast-food[4] restaurants. Founded in 2007 by John and Karen Blisard, they operate 17 outlets throughout the island of Ireland,[5] as well as a "Turbo Boojum" outlet in Dublin.[6] On 10 April 2024, Boojum opened their first store outside of Ireland, in Leeds, England.[7]

Boojum
IndustryRestaurants
Founded2007; 17 years ago (2007) in Belfast
Founders
  • John Blisard
  • Karen Blisard
[1]
Area served
Key people
  • David Maxwell
  • (managing director)[2]
Products
Owner
  • Independent (2007-15)
  • Andy Maxwell (2015–23)
  • David Maxwell (2015–23)
  • Azzurri Central Limited (2023–present)
Number of employees
444[3]
Websitewww.boojummex.com

Foundation

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Boojum was founded in 2007 by John Blisard and his wife Karen, who met in Philadelphia.[8] The chain was bought in 2015 by former Ulster Rugby player Andy Maxwell and his brother David,[9] a 2018 EY Entrepreneur of the Year finalist.[10][11] The first Boojum opened up as a small outlet in 2007 on Botanic Avenue, in Belfast[12]

In June 2023, the company was bought by Azzurri Restaurants Ltd, the owner of the Zizzi and ASK Italian chains.[13]

Products

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As well as burritos, tacos, fajitas and burrito bowls,[14] Boojum also produced home barbecue kits,[15] and rice-scented candles.[16]

In 2021, Boojum's managing director David Maxwell criticised supermarket chain Morrisons for apparently imitating Boojum's branding on their Mexican ready meal range.[17] In 2017, Boojum's burrito was the second most commonly ordered item of food on Deliveroo in the world.[18] In 2018, their burrito was the fourth most commonly ordered item of food on Deliveroo in the world.[19]

Advertising

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In 2019, an advertisement for Boojum featuring a depiction of Jesus was criticised by a spokesperson from the Presbyterian Church in Ireland, as well as DUP councillor Mark Baxter.[20]

In 2022, the chain apologised after a photo of two tip jars depicting Johnny Depp and Amber Heard emerged on social media.[21]

References

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  1. ^ "Burrito chain Boojum is sold: Belfast fast food Mexican success story taken over by new owners". belfasttelegraph. ISSN 0307-1235. Retrieved 27 April 2022.
  2. ^ McMahon, Conor. "Takeaway still on the menu as Boojum closes nine outlets". The Times. ISSN 0140-0460. Retrieved 27 April 2022.
  3. ^ "Revenues soar to €23.72m at burrito bar chain Boojum". independent. Retrieved 27 April 2022.
  4. ^ Deegan, Gordon (4 March 2019). "Expansion costs weigh on profits at Boojum fast food chain". Irish Examiner. Retrieved 27 April 2022.
  5. ^ Paul, Mark. "Burrito chain bought for more than €3 million". The Irish Times. Retrieved 27 April 2022.
  6. ^ "Good news as Boojum confirm they're opening another restaurant in Dublin". JOE.ie. Retrieved 27 April 2022.
  7. ^ McCormick, Sebastian (25 March 2024). "Free burritos for customers as new Mexican restaurant opens in Leeds". Leeds Live. Retrieved 15 May 2024.
  8. ^ "Students get their teeth into Mexican food challenge". belfasttelegraph. ISSN 0307-1235. Retrieved 27 April 2022.
  9. ^ Connolly, Philip. "Boojum's David Maxwell: Burrito boss turns up the heat". The Times. ISSN 0140-0460. Retrieved 27 April 2022.
  10. ^ "'Beast from East' fails to chill growth at Boojum chain". independent. Retrieved 27 April 2022.
  11. ^ "Boojum: Belfast-based burrito chain is sold". BBC News. 24 July 2015. Retrieved 27 April 2022.
  12. ^ "Our Story | Belfast Burrito Bar". Boojum. Retrieved 27 August 2024.
  13. ^ "Burrito chain Boojum sold to Zizzi owner Azzurri". The Irish Times. Retrieved 29 June 2023.
  14. ^ "Boojum launches their 'first ever' meat free alternative". FM104. Retrieved 27 April 2022.
  15. ^ Rourke, Aimee (6 July 2021). "Boojum Addicts, it's time to fire up the grill…". Irish Mirror. Retrieved 27 April 2022.
  16. ^ "Boojum have released their very own scented candle". Cool FM. Retrieved 27 April 2022.
  17. ^ Harte, Lauren (16 September 2021). "Boojum boss slams supermarket giant over 'lookalike' own-brand Mexican range". BelfastLive. Retrieved 27 April 2022.
  18. ^ Fetherston, Sinann (14 December 2017). "What's the most popular takeaway in Ireland for 2017?". RTÉ.
  19. ^ "Dublin burrito among the world's top 5 most ordered dishes". RTÉ. 14 December 2018.
  20. ^ "Boojum eaterie rapped over Easter advert". belfasttelegraph. ISSN 0307-1235. Retrieved 27 April 2022.
  21. ^ "Boojum apologise amid Johnny Depp and Amber Heard 'tip jar' backlash". Extra.ie. 26 May 2022. Retrieved 31 May 2022.
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