Sovereign Centros, part of CBRE, has revealed that Boo, a renowned smash burger brand, will be launching a new outlet at Merry Hill during the upcoming spring. This addition aims to enrich the casual dining options within the mall’s newly developed leisure quarter.

Originating in Leicester city centre in 2017, Boo has expanded its presence both within the UK and internationally, marking its first venture abroad with a restaurant in Abu Dhabi’s Yas Mall last year. The upcoming 2,000 sq ft establishment at Merry Hill will accommodate up to 60 guests, positioned next to the Wingstop chicken wing restaurant. It joins a collective of family-friendly leisure and dining venues, including the Hollywood Bowl, as part of Merry Hill’s strategic repositioning by Sovereign Centros.

Boo’s menu at Merry Hill will feature its hallmark offerings, emphasizing fresh preparation and local sourcing. Patrons can look forward to an assortment of burgers, including the OG Classic Angus beef burger and the buttermilk fried Chick-a-Boo burger, alongside sides and drinks such as Rustic skin-on fries, chicken wings, crunchy bites, and milkshakes. The restaurant will also introduce monthly seasonal specials and a range of freshly ground specialty coffees.


Alistair Winning, Asset Manager at Sovereign Centros, highlighted the significance of Merry Hill to the community and the effort to diversify the dining landscape. “Boo’s opening at Merry Hill represents our commitment to enhancing the dining variety at this destination, positioning it alongside esteemed brands like wagamama and ASK Italian, and the soon-to-arrive Wingstop. We anticipate the completion of the leisure quarter with enthusiasm for what Boo will add to the mix,” said Winning.

Juan Fernando, Marketing Manager at Boo, shared insights into the brand’s ethos and expansion goals. “Boo’s inception was driven by a family partnership with a vision for culinary innovation. Establishing a strong presence in the Midlands remains crucial for us, and our new location at Merry Hill reflects this ambition. We’re eager to introduce our distinct dining experience to the Merry Hill community,” Fernando expressed.

The announcement follows a series of hospitality developments at Merry Hill in 2023, which includes the introduction of Hollywood Bowl, wagamama, and ASK Italian, a second Starbucks location, and the upcoming Wingstop.

Representing Merry Hill in these ventures are JLL, Time Retail Partners, and Font Real Estate, with SPACE Retail Property Consultants facilitating for Boo.

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