Boloco
Encyclopedia
Boloco is the brand name of an American chain of restaurants that serves burrito
s, wrap
s, salad
s, shakes and smoothie
s. Burritos on the menu represent culinary traditions from around the world, for example Mexican
, Japanese
, Thai
, and Mediterranean
cuisines.
Boloco serves naturally-raised meats and chicken that are free of antibiotics and added growth hormones and either grass-fed or vegetarian fed. It also serves organic tofu and offers burritos in three sizes (Original, Small, and Mini). As part of their Certified Green status with the Green Restaurant Association
(one of the first fast-casual chains in the US to gain such a distinction in 2007), they also removed all Styrofoam from all restaurants in 2008 and converted to corn-based smoothie cups and compostable bowls, among other things.
and Cleveland Circle
. All three locations were re-branded under the new name, "The Wrap and Smoothie Bar" (selected via a customer contest in late 1997) 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
at Dartmouth College opened. Jera's Juice was phased out by 2003 with no locations surviving, however a version of the swirl design which was part of the Jera's Juice logo was incorporated into the Boloco logo.
and Burlington, Vermont
, with plans to open several more.
The founders felt a name change was in order mainly because the word "wrap" over the years had come to mean something that was typically cold, full of lettuce and crunchy, refrigerated ingredients and often wrapped in a pita bread with a packet of mayonnaise and mustard on the side. In convenience stores, wraps were often found in the cooler with cellophane wrapper around it. The Wrap had always been about hot, grilled, fresh ingredients wrapped in steamed tortillas; more like a burrito, less like a wrap. "Inspired Burritos" was tagged by a friend of one of the Nicar partners.
Other reasons for the change were that "The Wrap" name was too generic to be protected legally and that "Boloco" was not a name shared by any other entity at the time and therefore easier to distinguish from the many wrap concepts.
, Northeastern University, Berklee College of Music
, Tufts University
, Emerson College
, University of Vermont
, Dartmouth College
, and Harvard University
. In 2007, Boloco announced that they would only be using free-range eggs.
Boloco has been cited in the past for customer responses that are honest and personal. The company also engages with its customers actively through social media.
Burrito
A burrito , or taco de harina, is a type of Mexican food. It consists of a wheat flour tortilla wrapped or folded around a filling. The flour tortilla is usually lightly grilled or steamed, to soften it and make it more pliable. In Mexico, refried beans or meat are sometimes the only fillings...
s, wrap
Wrap (food)
A wrap is a sort of sandwich made of a soft flatbread rolled around a filling. The usual flatbreads are wheat-flour tortillas, lavash, or pita; the filling usually consists of cold sliced meat, poultry, or fish accompanied by shredded lettuce, diced tomato or pico de gallo, guacamole, sauteed...
s, salad
Salad
Salad is any of a wide variety of dishes, including vegetable salads; salads of pasta, legumes, eggs, or grains; mixed salads incorporating meat, poultry, or seafood; and fruit salads. They may include a mixture of cold and hot, often including raw vegetables or fruits.Green salads include leaf...
s, shakes and smoothie
Smoothie
A smoothie is a blended and sometimes sweetened beverage made from fresh fruit and in special cases can contain chocolate or peanut butter. In addition to fruit, many smoothies include crushed ice, frozen fruit, honey or contain syrup and ice ingredients...
s. Burritos on the menu represent culinary traditions from around the world, for example Mexican
Mexican cuisine
Mexican cuisine, a style of food that originates in Mexico, is known for its varied flavors, colourful decoration and variety of spices and ingredients, most of which are native to the country. The cuisine of Mexico has evolved through thousands of years of blending indigenous cultures, with later...
, Japanese
Japanese cuisine
Japanese cuisine has developed over the centuries as a result of many political and social changes throughout Japan. The cuisine eventually changed with the advent of the Medieval age which ushered in a shedding of elitism with the age of shogun rule...
, Thai
Cuisine of Thailand
Thai cuisine is the national cuisine of Thailand. Blending elements of several Southeast Asian traditions, Thai cooking places emphasis on lightly prepared dishes with strong aromatic components. The spiciness of Thai cuisine is well known. As with other Asian cuisines, balance, detail and variety...
, and Mediterranean
Cuisine of the Mediterranean
Mediterranean cuisine is the food from the cultures adjacent to the Mediterranean Sea.Whether this is a useful category is disputed:The idea of the ‘standard Mediterranean’ .....
cuisines.
Boloco serves naturally-raised meats and chicken that are free of antibiotics and added growth hormones and either grass-fed or vegetarian fed. It also serves organic tofu and offers burritos in three sizes (Original, Small, and Mini). As part of their Certified Green status with the Green Restaurant Association
Green Restaurant Certification
The Green Restaurant Association is a United States non-profit organization that provides certification for restaurants to become more environmentally responsible...
(one of the first fast-casual chains in the US to gain such a distinction in 2007), they also removed all Styrofoam from all restaurants in 2008 and converted to corn-based smoothie cups and compostable bowls, among other things.
History
Originally known as The Wrap, Boloco was incorporated in 1996 by co-founders Adam Liebman, Gregg Harris, and Jason Hutchinson as a wrap and smoothie restaurant, later joined by John Pepper in 1998. 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 SquareHarvard Square
Harvard Square is a large triangular area in the center of Cambridge, Massachusetts, United States, at the intersection of Massachusetts Avenue, Brattle Street, and John F. Kennedy Street. It is the historic center of Cambridge...
and Cleveland Circle
Cleveland Circle
Cleveland Circle, an area of Boston, Massachusetts, is located in Boston's Brighton neighborhood, and more specifically the Aberdeen section of Brighton, in very close proximity to Brookline and Chestnut Hill, Massachusetts, at the intersection of Beacon Street and Chestnut Hill Avenue.Cleveland...
. All three locations were re-branded under the new name, "The Wrap and Smoothie Bar" (selected via a customer contest in late 1997) 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
Hanover, New Hampshire
Hanover is a town along the Connecticut River in Grafton County, New Hampshire, United States. The population was 11,260 at the 2010 census. CNN and Money magazine rated Hanover the sixth best place to live in America in 2011, and the second best in 2007....
at Dartmouth College opened. Jera's Juice was phased out by 2003 with no locations surviving, however a version of the swirl design which was part of the Jera's Juice logo was incorporated into the Boloco logo.
Currito
Late in 2004, still operating as The Wrap, the founders sold The Wrap brand (all intangible assets) for the purpose of franchising outside of New England to a group of Ohio-based entrepreneurs, Nicar Enterprises, who had significant experience in building national franchise organizations. While the relationship lasted only two years and both parties took part in re-branding The Wrap to Boloco, Nicar built 8 locations in states across the US before the Boston-based founders repurchased all of the sold assets in late 2006. At the time of the repurchase, the franchised locations were renamed "Currito". As of May 2010, Currito has 12 franchised units in 9 states. While Currito and Boloco still have some similar menu items and trade dress left over from the 2 year relationship, and both parties are permitted to do so, they are formally separated and operate 100% independently.Re-branding
The chain was renamed to Boloco in 2005, and has since opened six new stores in the Boston area as well as Concord, New HampshireConcord, New Hampshire
The city of Concord is the capital of the state of New Hampshire in the United States. It is also the county seat of Merrimack County. As of the 2010 census, its population was 42,695....
and Burlington, Vermont
Burlington, Vermont
Burlington is the largest city in the U.S. state of Vermont and the shire town of Chittenden County. Burlington lies south of the U.S.-Canadian border and some south of Montreal....
, with plans to open several more.
The founders felt a name change was in order mainly because the word "wrap" over the years had come to mean something that was typically cold, full of lettuce and crunchy, refrigerated ingredients and often wrapped in a pita bread with a packet of mayonnaise and mustard on the side. In convenience stores, wraps were often found in the cooler with cellophane wrapper around it. The Wrap had always been about hot, grilled, fresh ingredients wrapped in steamed tortillas; more like a burrito, less like a wrap. "Inspired Burritos" was tagged by a friend of one of the Nicar partners.
Other reasons for the change were that "The Wrap" name was too generic to be protected legally and that "Boloco" was not a name shared by any other entity at the time and therefore easier to distinguish from the many wrap concepts.
Customers
Boloco is popular with the large student population of Boston and has locations near the campuses of Boston CollegeBoston College
Boston College is a private Jesuit research university located in the village of Chestnut Hill, Massachusetts, USA. The main campus is bisected by the border between the cities of Boston and Newton. It has 9,200 full-time undergraduates and 4,000 graduate students. Its name reflects its early...
, Northeastern University, Berklee College of Music
Berklee College of Music
Berklee College of Music, located in Boston, Massachusetts, is the largest independent college of contemporary music in the world. Known primarily as a school for jazz, rock and popular music, it also offers college-level courses in a wide range of contemporary and historic styles, including hip...
, Tufts University
Tufts University
Tufts University is a private research university located in Medford/Somerville, near Boston, Massachusetts. It is organized into ten schools, including two undergraduate programs and eight graduate divisions, on four campuses in Massachusetts and on the eastern border of France...
, Emerson College
Emerson College
Emerson College is a private coeducational university located in Boston, Massachusetts. Founded in 1880 by Charles Wesley Emerson as a "school of oratory," Emerson is "the only comprehensive college or university in America dedicated exclusively to communication and the arts in a liberal arts...
, University of Vermont
University of Vermont
The University of Vermont comprises seven undergraduate schools, an honors college, a graduate college, and a college of medicine. The Honors College does not offer its own degrees; students in the Honors College concurrently enroll in one of the university's seven undergraduate colleges or...
, Dartmouth College
Dartmouth College
Dartmouth College is a private, Ivy League university in Hanover, New Hampshire, United States. The institution comprises a liberal arts college, Dartmouth Medical School, Thayer School of Engineering, and the Tuck School of Business, as well as 19 graduate programs in the arts and sciences...
, and Harvard University
Harvard University
Harvard University is a private Ivy League university located in Cambridge, Massachusetts, United States, established in 1636 by the Massachusetts legislature. Harvard is the oldest institution of higher learning in the United States and the first corporation chartered in the country...
. In 2007, Boloco announced that they would only be using free-range eggs.
Boloco has been cited in the past for customer responses that are honest and personal. The company also engages with its customers actively through social media.