Boston Pizza International: The Joy of Finger Cooking
TAXI Canada
Section I — Basic information
Business Results Period (Consecutive Months): September 2010–February 2012
Start of Advertising/Communication Effort: September 2010
Base Period as a Benchmark: September 2009–August 2010
Section II — Situation analysis
a) Overall Assessment
In the casual dining category, Take Out and Delivery (TOD) has become the fastest-growing segment. As Canada's #1 casual dining chain, Boston Pizza wanted to be a leader in this segment. As a result, they needed to try something different, something that would break through the clutter of a category dominated by quick-service...