When it comes to breakfast, Bojangles is shaking things up by jumping headfirst into the breakfast burrito scene — and they’re not shy about throwing a little shade at Taco Bell while they’re at it.
Let’s dive into what makes their new Breakfast Bo-Rito stand out and why this Southern chain is making big moves.
The New Breakfast Bo-Rito Packs a Flavor Punch
Launched this past Monday, Bojangles’ Breakfast Bo-Rito is loaded with all the Southern breakfast favorites you’d expect: savory sausage, fluffy eggs, their famously crispy Bo-Rounds, creamy Monterey Jack cheese, and rich sausage gravy, all wrapped up in a soft tortilla.
To kick up the heat, it comes with a side of Texas Pete hot sauce for dipping.
Priced at around $4.49, these burritos will be available at select locations through mid-August, giving fans a limited-time chance to try this fresh take on morning grub.
Listening to Fans and Serving Up Something New
Tom Boland, Bojangles’ Chief Marketing Officer, shared with DailyMail.com that the idea behind the Bo-Rito came straight from customer feedback.
He explained, “We’re always listening to our fans, and the Bo-Rito is our bold, flavorful answer to their craving for something new at breakfast.
It’s everything we love about a classic Bojangles breakfast, all wrapped up and ready to eat. We can’t wait for folks to try it.”
The Taco Bell Connection and Competitive Fast-Food Scene
Interestingly, Bojangles’ launch comes just a week after Taco Bell brought back its Crispy Chicken Tacos and introduced Crispy Chicken Burritos to celebrate what they’re calling their “crispy chicken era.”
While Taco Bell boasts more than 8,000 locations nationwide, Bojangles is no small player with over 800 restaurants, making it one of the fastest-growing quick-service chicken chains in the country.
Bojangles’ Growth Fuels Chicken Sales Boom
Known for its signature biscuits and gravy and pricier sandwiches, Bojangles has become a key driver in the recent 9 percent spike in chicken sales this year.
Founded in 1977 with a single restaurant, the chain has since expanded into 16 states.
In 2018, Bojangles was taken private after a $593.7 million acquisition by Durational Capital Management LP and The Jordan Company, LP.
Exploring a Potential Billion-Dollar Valuation
Business has been booming, and now Bojangles is reportedly considering selling itself for more than $1.5 billion.
Retail expert Neil Saunders from GlobalData told DailyMail.com, “Bojangles has been growing, which supports a high valuation, but it also has potential for further expansion which is baked into the purchase price.”
He added that any potential buyer would likely focus on ramping up new store openings and expanding into more regions to maximize returns.
Industry Moves and Big Deals Around the Market
This news comes on the heels of another fast-growing competitor, Dave’s Hot Chicken, agreeing to a $1 billion sale to Roark Capital.
Other eye-catching deals in the quick-service world include Subway’s massive $9.6 billion deal and Jersey Mike’s $8 billion sale.
Expanding Coast to Coast with Big Ambitions
Bojangles isn’t slowing down. The chain recently signed a deal to bring its flavors to Southern California, aiming to make a splash in the competitive Los Angeles market.
They’re also rolling out new locations in Houston, with all set to open by September.
Brooks Speirs, Bojangles’ vice president of franchise development, shared, “These expansions mark a bold step forward as we continue our journey to bring Bojangles’ signature menu and Southern hospitality to even more communities.”