Boston Pizza: Flatties & Drummies
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.