Boojum (restaurant)

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]

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

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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