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 their business is in their sports bar, the operations teams and corporate chef worked with their suppliers to find a better product, and changed their recipes across 360 restaurants.