Midlands-founded burger restaurant Boo set to join Merry Hill

Sovereign Centros from CBRE has announced that smash burger specialist, Boo, is set to open at Merry Hill later this spring, further diversifying the collection of casual dining brands within the destination’s new leisure quarter.

Since its start in Leicester city centre in 2017, Boo has gone on to operate sites across the UK and globally, with its first overseas restaurant in Abu Dhabi’s Yas Mall opening last year. The 2,000 sq ft Merry Hill location will have space for 60 diners, adjacent to chicken wing restaurant, Wingstop. It will be part of Merry Hill’s leisure quarter, which is anchored by Hollywood Bowl and forms a repositioning of the mall by Sovereign Centros from CBRE, creating a new hub for family-friendly leisure and dining.

Boo Merry Hill will serve its signature classics, all freshly prepared using locally sourced ingredients including British Black Angus beef that is minced in-house. Diners can expect a selection of burgers with various toppings, from the OG Classic Angus beef burger to the buttermilk fried Chick-a-Boo burger. Also on offer will be an array of sides and drinks including the Rustic skin on fries, chicken wings, crunchy bites, and milkshakes. Boo will also offer monthly seasonal specials, as well as an extensive menu of freshly ground speciality coffees.  

Alistair Winning, Asset Manager at Sovereign Centros from CBRE, commented: “Given the importance of Merry Hill to its community, as the premier regional mall in the West Midlands, we’re always looking to support native brands, and locally-founded Boo opening here is evidence of that. We have made great strides in diversifying our dining options at the destination, and Boo will bring yet another top-tier fan-favourite restaurant to complement our other recent additions, placing them amongst national powerhouses like wagamama and ASK Italian and the upcoming arrival of Wingstop. We look forward to Boo opening at Merry Hill, as we put the finishing touches to the new leisure quarter.”

Juan Fernando, Marketing Manager at Boo, added: “The foundation of Boo came from a family partnership, striving for innovation in dining experiences and taste. It is important for us to maintain a strong base in the Midlands and the announcement of our upcoming Merry Hill restaurant is a testament to this. The destination has a strong, dedicated community, aligning with our values at Boo as a family-oriented business, and offers a dynamic location for our next restaurant. We can’t wait to bring our delicious, fresh food and first-rate service to visitors at Merry Hill, and we know they’ll love the Boo experience.”

This news follows a series of hospitality announcements for Merry Hill in 2023, including the openings of leisure quarter anchor Hollywood Bowl, alongside wagamama and ASK Italian, a second Starbucks site, and the signing of Wingstop.

JLL, Time Retail Partners, and Font Real Estate represent Merry Hill. SPACE Retail Property Consultants acted for Boo.