Boojum, a Mexican casual dining chain, is set to open a new location in Birmingham city center this year.
- The restaurant will feature 54 seats and create 25 new jobs, contributing to local employment.
- This marks Boojum’s third expansion into the UK mainland in 2024, after launching in Nottingham and Leeds.
- David Maxwell, CEO of Boojum, anticipates opening 25 more sites in the next five years.
- Birmingham’s New Street, a hub for casual dining, will host the new venue, enhancing the city’s culinary landscape.
Boojum, a Mexican casual dining chain, is poised to make its presence felt in Birmingham city center with a new establishment scheduled to open by the year’s end. With this expansion, Boojum aims to introduce its vibrant Mexican flavors to the bustling area of New Street, known for its diverse dining options.
The upcoming venue, located at the former site of Second Cup Coffee at 64 New Street, will feature 54 covers and generate employment for 25 individuals. This development symbolizes the company’s continued growth within the UK, marking its third restaurant debut on the mainland in 2024, following successful launches in Nottingham and Leeds.
Founded in Belfast in 2007, Boojum now operates 18 locations across Northern Ireland, England, and Ireland. Chief Executive Officer David Maxwell, who has steered the company since 2015, is enthusiastic about the strategic expansion, expressing intentions to unveil 25 additional outlets in the next five years. He attributes his appreciation for Mexican cuisine and culture to his nine-year tenure living in Arizona, near the Mexican border.
The decision to establish a new eatery in Birmingham aligns with Boojum’s broader growth strategy, targeting key urban centers with vibrant demographics. “It’s the ideal demographic for us with its eclectic culture, popular retail destinations, and, of course, fantastic food,” Maxwell commented. He looks forward to integrating Boojum’s fresh and bold Mexican flavors into Birmingham’s dynamic culinary scene.
New Street, having evolved into a pivotal location for casual dining and takeout services in Birmingham, presents a competitive environment where Boojum will join other Mexican brands like Zócalo and Tortilla, alongside chicken specialist Wingstop. This culinary rivalry is expected to enrich the area’s dining offerings.
Boojum’s Birmingham launch underscores its ambitious UK expansion in the vibrant casual dining market.
