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Hit brand Boojum bringing award-winning Burritos to the Merrion Centre
Tue 30 Jan, 2024
Boojum set to open its first restaurant in Leeds
Top rated Mexican eatery Boojum has set its sights on the Merrion Centre Leeds for their next store opening, after its runaway success story of opening 15 stores, predominantly located in Belfast and Dublin, since 2007.
With a vision for further expansion in major UK student cities, Leeds will be award-winning Boojum’s first mainland UK store and 16th site overall.
Vibrant, diverse, and passionate about their product, Boojum offers wholesome, fresh, and tasty food, and will be mirroring its innovative operating model in mainland UK. To deliver the freshest experience in the UK and as a firm sign of their commitment to their expansion plans, Boojum will make a significant investment in a new Leeds based central production kitchen, alongside the new store investment. The investment across both facilities will create 40 new jobs for Leeds.
“We’ve seen other brands try to expand and not build out the necessary supply chain solutions to deliver the optimum experience. This often results in out-of-stock days or food sitting on shelves longer for the consumer, neither are ideal. Our investment is aimed at delivering the freshest, highest quality Mexican product in the market.” said Robert Powell, Head of Operations for Boojum.
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Operating a multi-channel, sit-in, takeaway, click ‘n’ collect and delivery model from the Leeds store on Merrion Street, it will help to develop a cult following amongst the city’s students and passionate foodies alike – almost 150k social media followers illustrate its success so far.
The Mexican fast-casual brand digital first approach has led to industry-leading store economics with particular success in the click and collect and delivery channels, earning them a spot at #6 in Deliveroo’s 2023 list of top trending dishes globally (the number one Mexican fast casual brand on the list).
Boojum have a vision to deliver 25 stores over the next five years in major UK student cities starting with Leeds. The current pipeline extends into Nottingham, Birmingham, Liverpool and Manchester with new store announcements expected very soon.
Boojum Founder David Maxwell said, “Boojum’s expansion into Leeds is no coincidence. The city’s bustling student life and reputation as a foodie paradise make it the perfect stage for our vibrant flavours. We’re not just serving food; we’re creating experiences and we’re excited to blend our Belfast roots with the dynamic spirit of Leeds.”
Charles Newman, Associate Director for Town Centre Securities PLC, owners of the Merrion Centre, said,
“We’re thrilled to be welcoming Boojum’s flagship store to the Merrion Centre, and are confident this exciting addition will prove popular not only with our student neighbours but also with our surrounding diverse community alike. We look forward to seeing this latest concept open their doors as it prepares to introduce Leeds to a fresh, Mexican culinary experience and further enhance our existing International line up of popular eateries.”