Azzurri buys Mexican restaurant chain Boojum

19 June 2023 by
Azzurri buys Mexican restaurant chain Boojum

Azzurri Group has acquired the Belfast-based Boojum burrito chain with plans to expand the brand in Great Britain.

Boojum was founded in 2007 and now employs 300 people across its 14 sites in the Republic of Ireland and Northern Ireland.

The deal will see the restaurant chain join Azzurri's stable of brands which includes Italian casual dining chains Zizzi and ASK Italian and QSR group Coco di Mama.

Azzurri said Boojum would target the fast-growing Mexican fast casual segment in Britain, with its first restaurant expected to open before Christmas.

Steve Holmes, chief executive officer of Azzurri, said: "Boojum is a really strong business, with devoted customers and an exceptionally talented team. By leaning into Azzurri's financial strength and platform, Boojum can seize the massive opportunity in the Mexican fast casual segment.

"Boojum is a really good fit for Azzurri as the business will add a new dimension to our portfolio given it offers a different cuisine, a different occasion and serves a younger demographic. We know the GB market well and are looking forward to working with David and the team to deliver their growth plan."

Boojum's managing director David Maxwell and the management team will continue to run Boojum and oversee the expansion into Britain.

Maxwell said: "We are excited by the opportunity to join the Azzurri family and are looking forward to the next chapter in our history.

"I would like to thank our team for their hard work and commitment. Since Boojum was founded in Belfast in 2007, we have become Ireland's most loved Mexican restaurant chain. We look forward to working with Azzurri to successfully establish Boojum across the Irish Sea."

Azzurri was sold out of administration to TowerBrook Capital Partners in July 2020 after the pandemic hit trading.

It employs nearly 5,500 people, serving over 13m meals annually in over 200 restaurants and shops.

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