Boojum
IndustryRestaurants
Founded2007 (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

Boojum is an Irish chain of Mexican fast-food[4] restaurants in Ireland. Founded in 2007 by John and Karen Blisard, they operate 17 outlets throughout the Republic of Ireland and Northern Ireland,[5] as well as a "Turbo Boojum" outlet in Dublin.[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 and is now owned 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 produces 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. ↑ "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. ↑ "Students get their teeth into Mexican food challenge". belfasttelegraph. ISSN 0307-1235. Retrieved 27 April 2022.
  8. ↑ Connolly, Philip. "Boojum's David Maxwell: Burrito boss turns up the heat". The Times. ISSN 0140-0460. Retrieved 27 April 2022.
  9. ↑ "'Beast from East' fails to chill growth at Boojum chain". independent. Retrieved 27 April 2022.
  10. ↑ "Boojum: Belfast-based burrito chain is sold". BBC News. 24 July 2015. Retrieved 27 April 2022.
  11. ↑ "Burrito chain Boojum sold to Zizzi owner Azzurri". The Irish Times. Retrieved 29 June 2023.
  12. ↑ "Boojum launches their 'first ever' meat free alternative". FM104. Retrieved 27 April 2022.
  13. ↑ Rourke, Aimee (6 July 2021). "Boojum Addicts, it's time to fire up the grill…". Irish Mirror. Retrieved 27 April 2022.
  14. ↑ "Boojum have released their very own scented candle". Cool FM. Retrieved 27 April 2022.
  15. ↑ Harte, Lauren (16 September 2021). "Boojum boss slams supermarket giant over 'lookalike' own-brand Mexican range". BelfastLive. Retrieved 27 April 2022.
  16. ↑ Fetherston, Sinann (14 December 2017). "What's the most popular takeaway in Ireland for 2017?". RTÉ.
  17. ↑ "Dublin burrito among the world's top 5 most ordered dishes". RTÉ. 14 December 2018.
  18. ↑ "Boojum eaterie rapped over Easter advert". belfasttelegraph. ISSN 0307-1235. Retrieved 27 April 2022.
  19. ↑ "Boojum apologise amid Johnny Depp and Amber Heard 'tip jar' backlash". Extra.ie. 26 May 2022. Retrieved 31 May 2022.
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