Boston Pizza Ribs

This case study reveals how Boston Pizza generated awareness and increased sales for its previously unloved ribs offering in Canada.

Boston Pizza Ribs

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.

And though it's long been devoted to delivering a fun, relaxed atmosphere and an extensive menu of favourite foods, it was just three years ago that Boston Pizza sharpened its focus with its "Dad's Happy Place" positioning. Since 2011, the brand has...

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