Boston Pizza: Finger Cooking

Taxi Toronto

Section I — Basic information

Business Results Period (Consecutive Months): September 2010–April 2011
Start of Advertising/Communication Effort: September 2010
Base Period as a Benchmark: September 2009–April 2010

Section II — Situation analysis

a) Overall Assessment

Since its infancy, the Boston Pizza brand has seen consistent growth. Across Canada, consumers from all walks of life love it because it's a place where everyone feels welcome. It's the kind of place where you can show up wearing track pants and work boots, with your buddies or with your family. Your kids can play and laugh out loud – there's no pretention. For Dad, there are TV screens playing sports all day in both the restaurant and sports bar. For Mom, there are over 100 menu items available and a great kids' menu, so she knows her family is going to find something they really want to eat. Boston Pizza offers an unpretentious, friendly experience that's fun, lively, and always enjoyable.