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]
Foundation
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
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
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]
