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]
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| Industry | Restaurants |
|---|---|
| Founded | 2007 in Belfast |
| Founders |
|
Area served | |
Key people |
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| Products | |
| Owner |
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Number of employees | 444[3] |
| Website | www |
Foundation
editBoojum 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
editAs 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
editIn 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
edit- ^ "Burrito chain Boojum is sold: Belfast fast food Mexican success story taken over by new owners". belfasttelegraph. ISSN 0307-1235. Retrieved 27 April 2022.
- ^ McMahon, Conor. "Takeaway still on the menu as Boojum closes nine outlets". The Times. ISSN 0140-0460. Retrieved 27 April 2022.
- ^ "Revenues soar to €23.72m at burrito bar chain Boojum". independent. Retrieved 27 April 2022.
- ^ Deegan, Gordon (4 March 2019). "Expansion costs weigh on profits at Boojum fast food chain". Irish Examiner. Retrieved 27 April 2022.
- ^ Paul, Mark. "Burrito chain bought for more than €3 million". The Irish Times. Retrieved 27 April 2022.
- ^ "Good news as Boojum confirm they're opening another restaurant in Dublin". JOE.ie. Retrieved 27 April 2022.
- ^ McCormick, Sebastian (25 March 2024). "Free burritos for customers as new Mexican restaurant opens in Leeds". Leeds Live. Retrieved 15 May 2024.
- ^ "Students get their teeth into Mexican food challenge". belfasttelegraph. ISSN 0307-1235. Retrieved 27 April 2022.
- ^ Connolly, Philip. "Boojum's David Maxwell: Burrito boss turns up the heat". The Times. ISSN 0140-0460. Retrieved 27 April 2022.
- ^ "'Beast from East' fails to chill growth at Boojum chain". independent. Retrieved 27 April 2022.
- ^ "Boojum: Belfast-based burrito chain is sold". BBC News. 24 July 2015. Retrieved 27 April 2022.
- ^ "Our Story | Belfast Burrito Bar". Boojum. Retrieved 27 August 2024.
- ^ "Burrito chain Boojum sold to Zizzi owner Azzurri". The Irish Times. Retrieved 29 June 2023.
- ^ "Boojum launches their 'first ever' meat free alternative". FM104. Retrieved 27 April 2022.
- ^ Rourke, Aimee (6 July 2021). "Boojum Addicts, it's time to fire up the grill…". Irish Mirror. Retrieved 27 April 2022.
- ^ "Boojum have released their very own scented candle". Cool FM. Retrieved 27 April 2022.
- ^ Harte, Lauren (16 September 2021). "Boojum boss slams supermarket giant over 'lookalike' own-brand Mexican range". BelfastLive. Retrieved 27 April 2022.
- ^ Fetherston, Sinann (14 December 2017). "What's the most popular takeaway in Ireland for 2017?". RTÉ.
- ^ "Dublin burrito among the world's top 5 most ordered dishes". RTÉ. 14 December 2018.
- ^ "Boojum eaterie rapped over Easter advert". belfasttelegraph. ISSN 0307-1235. Retrieved 27 April 2022.
- ^ "Boojum apologise amid Johnny Depp and Amber Heard 'tip jar' backlash". Extra.ie. 26 May 2022. Retrieved 31 May 2022.