Boston Pizza: Flatties & Drummies

Taxi Toronto

Section I — Basic information

Business Results Period (Consecutive Months): April–May 2011
Start of Advertising/Communication Effort: April 2011
Base Period as a Benchmark: April–May 2010

Section II — Situation analysis

a) Overall Assessment

When you're called Boston Pizza, it's understandable that chicken 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.

Leading into the 2010 NHL hockey playoffs Boston Pizza needed to address customer feedback on their wings: they were small, offered little variety in preparation, and had only a few flavours. Wings had been a pain point for the brand for years, and with one-third of Boston Pizza's business in the sports bar, they needed better wings.