Ireland-based fast casual chain Boojum will open its first mainland UK store in Leeds this spring, as part of plans to open 25 UK stores over the next five years.
The Mexican-inspired brand has 15 stores, predominantly in Belfast and Dublin, and was acquired by Ask Italian and Zizzi operator Azzurri Group last year.
It has its sights set on expansion in major student cities across the UK, with the current pipeline extending into Nottingham, Birmingham, Liverpool and Manchester.
The Leeds restaurant will be Boojum’s 16th store overall and offer sit-in, delivery, and click-and-collect, with the brand seeing particular success in the latter two channels due to its ‘digital-first’ approach. It will also invest in a new central production kitchen based in Leeds.
In June 2023, Azzurri Group acquired a controlling interest in Boojum from Renatus Capital Partners, marking the group’s entry into a new cuisine category.
The group will build Boojum’s presence in the North before expanding further South, CEO Steve Holmes told MCA, adding that the Mexican concept provides exposure to a broader range of occasions and demographics, along with a “recession-proof” value proposition.
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.”
Robert Powell, head of operations, added: “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.”
