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 restaurants (QSR) that focused heavily on promotions and endless discount offers – "delivered in 30 minutes or less," "buy one get one free," etc. Boston Pizza knew they couldn't compete with the QSR model and had no interest in being just another player in a sea of sameness.