The popular Mexican casual dining brand Boojum is set to open a new restaurant in Birmingham city centre later this year.
- Boojum has secured a prime location at 64 New Street, previously occupied by a coffee shop, creating 25 new jobs.
- This Birmingham launch marks the brand’s third UK opening in 2024, following new venues in Nottingham and Leeds.
- Established in Belfast, Boojum has grown to 18 restaurants across Northern Ireland, England, and Ireland.
- Chief Executive David Maxwell highlights the city’s vibrant culture as a perfect fit for Boojum’s expansion.
The popular Mexican casual dining brand Boojum is set to open a new restaurant in Birmingham city centre later this year. The company has secured a prime location at 64 New Street, which was previously occupied by Second Cup Coffee, and aims to create 25 new jobs with this launch. This expansion marks Boojum’s third UK opening in 2024, as part of a strategic increase in their UK presence, with prior openings in Nottingham and Leeds early this year.
Founded in Belfast in 2007, Boojum has successfully expanded its footprint to 18 restaurants across Northern Ireland, England, and Ireland. This growth trajectory signifies their dedication to bringing authentic Mexican cuisine to more locations and diversifying their market reach. The company has established itself as a key player in the casual dining sector, offering fresh, bold flavours that have resonated well with customers.
Chief Executive David Maxwell, who has a profound appreciation for Mexican food from his time in Arizona, USA, leads Boojum with a commitment to innovation and authenticity. Maxwell took over the leadership in 2015, and has since been steering the brand towards robust expansion plans, with aspirations to open 25 new sites over the next five years. He emphasises that Birmingham, with its eclectic culture and vibrant food scene, is an ideal demographic fit for their brand.
New Street has evolved into a hub for casual dining in Birmingham, hosting a mix of traditional and contemporary eateries. Boojum’s arrival adds to the competitive landscape, with other Mexican-themed brands Zócalo and Tortilla nearby, along with various international dining options. Boojum aims to stand out by offering its unique twist on Mexican classics such as burritos, bowls, nachos, and tacos, crafted from ingredients prepared fresh daily.
Rob Powell, Head of Operations, reiterates the company’s strategic vision by selecting a city centre location close to Birmingham Town Hall for this venture. The design and fit-out of the Birmingham restaurant will commence shortly, transforming the space into a vibrant and inviting destination for both locals and visitors.
Boojum’s new Birmingham launch underscores the brand’s commitment to expanding its reach within the UK’s dynamic casual dining market.
