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Boloco (from Boston Local Company) is the brand name of an American chain of restaurants that serves burritos, wraps, salads, and smoothies. Burritos on the menu represent Mexican, Japanese, Thai, and Mediterranean cuisines.[1]

History

Originally known as The Wrap, Boloco was incorporated in 1996 by co-founders Adam Liebman, Gregg Harris, John Pepper and Jason Hutchinson as a wrap and smoothie restaurant. In 1997, the first restaurant, initially called "Under Wraps", was opened in Boston's Back Bay neighborhood. In 1998 the company acquired a competing two-restaurant business with locations in Harvard Square and Cleveland Circle. All three locations were re-branded under the new name, "The Wrap and Smoothie Bar". In 2000, they merged with a four-unit juice company called "Jera's Juice", and new Wrap locations were also opened that year at Northeastern University and on Newbury Street. In 2003 locations at Children's Hospital and Pearl Street celebrated grand openings, and in 2004 locations at Federal Street in Boston's Financial District and in Hanover, New Hampshire opened. Jera's Juice was phased out, however the swirl design which was part of the Jera's Juice logo was incorporated into the Boloco logo.

Late in 2004, still operating as The Wrap, the company sold its franchising rights for the area outside of New England to a group of entrepreneurs, and as of October, 2009 have 11 franchised units in 9 states, under the name Currito. While Currito and Boloco still have some similar menu items and trade dress left over from the 2 year relationship, the concepts are fully separated and operate independently.

The chain was renamed to Boloco in 2005, and has since opened six new stores in the Boston area as well as Concord, New Hampshire and Burlington, Vermont, with plans to open several more.[2]

Boloco is popular with the large student population of Boston and has locations near the campuses of Boston College, Northeastern University, Berklee College of Music, Tufts University,[3] Emerson College, Dartmouth College, and Harvard University. In 2007, Boloco announced that they would only be using free-range eggs.[4]

Boloco serves naturally-raised meats and chicken that are free of antibiotics and added growth hormones. As part of their Certified Green status with the Green Restaurant Association (the first Boston-based chain to gain such a distinction), they also removed all Styrofoam from all restaurants in 2008 and converted to corn-based smoothie cups as well as bamboo bowls.

They have been cited in the past for customer responses that are honest and personal.[5]

References

  1. ^ Levitt, Jonathan. Folding pattern, The Boston Globe. Published April 8, 2008. Retrieved April 10, 2008.
  2. ^ Keohane, Joe. Burrito Overload, Boston. Published December 2007. Retrieved April 10, 2008.
  3. ^ Butrymowicz, Sarah. Boloco beats Pizza Days in survey, The Tufts Daily. Published November 15, 2007. Retrieved April 10, 2008.
  4. ^ Boloco goes "cage-free", The Boston Globe. Published October 16, 2007. Retrieved April 10, 2008.
  5. ^ "consumerist.com/consumer/sucks-less/this-ceo-sucks-less-john-pepper-of-boloco-150746.php". http://consumerist.com/consumer/sucks-less/this-ceo-sucks-less-john-pepper-of-boloco-150746.php.  

External links

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