Boston Pizza: Here to make you happy

This case study demonstrates how Boston Pizza (BP), the Canadian quick service restaurant, targeted dads to stimulate growth again following the 2008 recession.

Boston Pizza: Here to make you happy

TAXI Canada

Situation analysis

Overall assessment

In 1964, Boston Pizza (BP) opened for business in Edmonton, Alberta. And for the last 50 years, the casual dining restaurant has been growing – from this single location to a 360-store-strong Canadian behemoth, built on their unique concept combining a welcoming family dining room and lively sports bar.

The end of the last decade, however, was not an easy time for the casual dining industry. After seeing strong growth through the beginning of the 2000s, the category, like all other industries, was hit hard by the...

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