Ireland-based chain Boojum sees the Mexican fast casual category as significantly underpenetrated in the UK, and is confident the brand will resonate with its target customer as it expands, founder David Maxwell tells MCA.
The 15-strong group announced plans to open 25 UK sites in the next five years, beginning in Leeds this spring. Maxwell adds the management team has had a “very positive” relationship with Azzurri Group, which acquired the brand last year.
“We stepped into the partnership very much aligned on the growth plan and potential for Boojum,” he says. “Now we’re in the process of implementing and delivering on that plan, and Azzurri have delivered on everything they said they would do.
“They trust us to do what we do.”
Boojum made for an attractive acquisition not only due to its position as one of the top performing fast casual businesses in Europe but also a loyal customer base and adaptable format.
“We’ve proven so far in our journey that we can take the format into a bunch of other cities – and it works well,” Maxwell says. “Azzurri believe in Boojum as a brand and the team behind it.”
While Boojum’s UK pricing will be similar to its Mexican fast casual competitors, the brand intends to make some products – particularly veggie and vegan items – more competitively priced.
Given the brand performs particularly well in the delivery and click-and-collect channels, it also intends to make its delivery pricing more competitive.
“There won’t be a major gap with our competitors, but we see delivery as a massive opportunity.”
In-store business remains a priority, but Boojum is on the lookout for sites that also have a strong delivery catchment.
“We do over-index with students so will actively look for sites near campuses.
“But we’re flexible in terms of expansion. 25 sites is the current view but we’ll constantly assess that.
“We have an informed, controlled approach and a great partner in Azzurri.”
Maxwell emphasises Boojum is popular across demographics due to its value proposition, and will consolidate its presence in the North of the UK before moving further South.
The business is not looking to franchise and has “clear lines” when it comes to expansion.
“A long time ago, we decided where we’d compromise and not compromise,” he says. “We’re committed to quality, provenance, and want to make sure the guest experience even in the first store is equivalent to what we’re offering in Ireland.”
The investment in a Leeds-based central production unit is “critical” for Boojum to maintain quality and freshness, according to Maxwell.
“Our view is that the Mexican fast casual category is significantly underpenetrated, particularly in Belfast, Dublin, and Northern student towns.
“We see it growing – spearheaded by one or two brands – and we think there’s growth for us.”
