Boston Pizza International: All Meat Wings

Sports bar chain Boston Pizza wanted to increase overall sales of boneless chicken wings, a key menu item, by 5% and make the brand a top-of-mind destination for wings during the 2012 Canadian National Hockey League playoffs.

Boston Pizza International: All Meat Wings

TAXI Canada

Section I — Basic information

Business Results Period (Consecutive Months): April–June 2012

Start of Advertising/Communication Effort: April 2012

Base Period as a Benchmark: April–June 2011

Section II — Situation analysis

a) Overall Assessment

When you're called Boston Pizza (BP), it's understandable that wings might not be your signature item. But to be competitive in the world of sports bars, a reputation for great wings is a must.

In 2010 Boston Pizza recognized that they needed to improve their chicken wings based on negative customer feedback. Knowing that one-third of...

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