Boojum (restaurant) explained

Boojum
Industry:	Restaurants
Foundation:	in Belfast
Founders:	^[1]
Num Employees:	444^[2]

Boojum is an Irish chain of Mexican fast-food^[3] restaurants. Founded in 2007 by John and Karen Blisard, they operate 17 outlets throughout the island of Ireland,^[4] as well as a "Turbo Boojum" outlet in Dublin.^[5] On 10 April 2024, Boojum opened their first store outside of Ireland, in Leeds, England.^[6]

Foundation

Boojum was founded in 2007 by John Blisard and his wife Karen, who met in Philadelphia.^[7] The chain was bought in 2015 by former Ulster Rugby player Andy Maxwell and his brother David,^[8] a 2018 EY Entrepreneur of the Year finalist.^{[9] [10]}

In June 2023, the company was bought by Azzurri Restaurants Ltd, the owner of the Zizzi and ASK Italian chains.^[11]

Products

As well as burritos, tacos, fajitas and burrito bowls,^[12] Boojum also produced home barbecue kits,^[13] and rice-scented candles.^[14]

In 2021, Boojum's managing director David Maxwell criticised supermarket chain Morrisons for apparently imitating Boojum's branding on their Mexican ready meal range.^[15] In 2017, Boojum's burrito was the second most commonly ordered item of food on Deliveroo in the world.^[16] In 2018, their burrito was the fourth most commonly ordered item of food on Deliveroo in the world.^[17]

Advertising

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.^[18]

In 2022, the chain apologised after a photo of two tip jars depicting Johnny Depp and Amber Heard emerged on social media.^[19]

References

1. News: Burrito chain Boojum is sold: Belfast fast food Mexican success story taken over by new owners . en-GB . belfasttelegraph . 2022-04-27 . 0307-1235.
2. Web site: Revenues soar to €23.72m at burrito bar chain Boojum . 2022-04-27 . independent . en.
3. Web site: Deegan . Gordon . 2019-03-04 . Expansion costs weigh on profits at Boojum fast food chain . 2022-04-27 . Irish Examiner . en.
4. News: Paul . Mark . Burrito chain bought for more than €3 million . 2022-04-27 . The Irish Times . en.
5. Web site: Good news as Boojum confirm they're opening another restaurant in Dublin . 2022-04-27 . JOE.ie . en.
6. Web site: McCormick . Sebastian . 2024-03-25 . Free burritos for customers as new Mexican restaurant opens in Leeds . 2024-05-15 . Leeds Live . en.
7. News: Students get their teeth into Mexican food challenge . en-GB . belfasttelegraph . 2022-04-27 . 0307-1235.
8. News: Connolly . Philip . Boojum's David Maxwell: Burrito boss turns up the heat . . en . 2022-04-27 . 0140-0460.
9. Web site: 'Beast from East' fails to chill growth at Boojum chain . 2022-04-27 . independent . en.
10. News: 2015-07-24 . Boojum: Belfast-based burrito chain is sold . en-GB . BBC News . 2022-04-27.
11. Web site: Burrito chain Boojum sold to Zizzi owner Azzurri . 2023-06-29 . The Irish Times . en.
12. Web site: Boojum launches their 'first ever' meat free alternative . 2022-04-27 . FM104 . en.
13. Web site: Rourke . Aimee . 2021-07-06 . Boojum Addicts, it's time to fire up the grill… . 2022-04-27 . Irish Mirror . en.
14. Web site: Boojum have released their very own scented candle . 2022-04-27 . Cool FM . en.
15. Web site: Harte . Lauren . 2021-09-16 . Boojum boss slams supermarket giant over 'lookalike' own-brand Mexican range . 2022-04-27 . BelfastLive . en.
16. Fetherston . Sinann . 2017-12-14 . What's the most popular takeaway in Ireland for 2017? . RTÉ . en.
17. 2018-12-14 . Dublin burrito among the world's top 5 most ordered dishes . RTÉ . en.
18. News: Boojum eaterie rapped over Easter advert . en-GB . belfasttelegraph . 2022-04-27 . 0307-1235.
19. Web site: 2022-05-26 . Boojum apologise amid Johnny Depp and Amber Heard 'tip jar' backlash . 2022-05-31 . Extra.ie . en-GB.

External links

• Official Boojum website