We commented on The Wrap's name change to "Boloco" (Boston Local Company) a little bit ago and this morning we find a comment from Mike Harder, president of The Wrap/Boloco. While we commend his Google "inspired" attempt at reputation management, when trying to engage in a conversation, one should double check name spelling. (Its Arianna, not "Ariana") We kid. Dictionary flaming really isn't our style. What is our style however is Inspiration, and we like nothing more than to be inspired by non-traditional international food items. Which is why we love the willy-nilly way in which Boloco (and such an avant-garde name, I feel hipper just typing it, B-o-l-o-c-o) is playing fast and loose with the ethnic culinary traditions in its Enlightened, I mean Inspired Burrito. We're curious who came up with the new name, care to comment Mike?

Popularity: 14%