Boojum is set to open a new site in Birmingham, marking its third UK launch this year amidst rapid expansion.
- The chain will occupy a unit on New Street, previously home to Second Cup Coffee, creating 25 new jobs.
- Founded in Belfast, Boojum now boasts 18 locations across Northern Ireland, England, and Ireland.
- The new Birmingham restaurant will offer a variety of Mexican dishes, expanding the city’s dining landscape.
- With competition from established brands and a prime location, Boojum aims to infuse its bold flavours into the city.
Boojum, a Mexican casual dining chain, has announced the impending opening of its latest site in Birmingham city centre. This strategic move marks Boojum’s third UK launch in 2024, an integral part of the brand’s ongoing expansion plans within the region.
The new venue, located at 64 New Street, will replace the former Second Cup Coffee shop, which recently ceased operations. This transformation is expected to create 25 new jobs, further contributing to the local economy.
Established in Belfast in 2007, Boojum has grown to operate 18 restaurants across Northern Ireland, England, and Ireland. The brand’s expansion into Birmingham follows successful openings in Nottingham and Leeds earlier this year.
The menu at the Birmingham location will feature a wide array of Mexican staples, including burritos, bowls, nachos, tacos, and freshly made chips and salsas, appealing to a diverse customer base seeking authentic flavours.
David Maxwell, Boojum’s chief executive, who has been at the helm since 2015, expressed enthusiasm for the city, citing Birmingham’s eclectic culture and vibrant food scene as ideal for Boojum’s offerings.
The choice of New Street is strategic, placing Boojum in a bustling area known for its casual dining and takeout options. Here, Boojum will compete with other Mexican chains like Zócalo and Tortilla, alongside chicken specialist Wingstop.
Rob Powell, head of operations, highlighted Birmingham as a key focus in their rapid UK expansion strategy. The prime location near Birmingham Town Hall is set to transform into a lively Boojum restaurant, with design and fit-out plans already in motion.
Boojum is poised to enhance Birmingham’s dining scene with its vibrant Mexican flavours and strategic expansion.
