It's 'Boojum 2.0': Burrito chain's new owners opening new branch in south Belfast
The launch of a new larger Boojum burrito bar in south Belfast is the first of several the company intends to roll out as part of its expansion.
David and Andrew Maxwell are set to move from their existing Botanic Avenue spot a few doors up, to the site of the former am:pm restaurant.
And it’s due to open by the end of next week, with business shifting from their existing restaurant.
It’s the first expansion the brand has undergone since the business was sold in July.
Owner David Maxwell told the Belfast Telegraph the new outlet, which is twice the size of its existing Botanic site, will be “Boojum 2.0”.
“The existing store is about 1,200 sq ft and the new premises is about twice that size,” he said.
“It can seat 76 people. The main thing is, there’s no more queuing outside in the rain.”
And as for the brand’s future plans for growth, Mr Maxwell said: “The next few steps are to relaunch the brand in Belfast.
“It’s Boojum 2.0. What you are about to see is what we intend to roll out in future.”
But he said there were no plans “whatsoever” to change the food offerings — something which has ensured the burrito chain’s cult-like success.
“What we have said, the food and the quality of service. You preserve the core, and that’s what is unique about Boojum.”
And he said they were “working hard in the background” to secure new locations for the Boojum brand.
The Mexican fast food outlet, which has five stores across Ireland, was taken over by David Maxwell and his brother Andrew, a former Ulster Rugby player, this summer.
It was opened by former owner John Blisard, a native of Philadelphia, who had been living in Belfast since 2006.
His Boojum outlet in Botanic Avenue started operating in 2007.
It has been a major success story, with a second of the burrito bars opening in Chichester Street in 2010.
It’s grown to become Ireland’s best-known Mexican fast food brand with five shops across the island.
The deal on Boojum's new location was completed by commercial property firm GVA NI.