1. Boston Pizza is a Canadian restaurant chain founded in 1964 with over 300 locations across Canada. It offers pizza, pasta, salad, salmon, and a sports bar. 2. The presentation analyzes Boston Pizza's target markets, marketing mix, and growth strategies. It identifies families and sports fans as key targets and discusses promotional activities, product offerings, and competitive pricing. 3. An international expansion strategy is proposed, analyzing factors in the UK, India, and Norway. India is selected as the best target market due to its large population and fast growth of the quick service restaurant industry.

1. PRESENTATION 1
TOPIC – Boston
Pizza Analysis
Submitted By –
Ishita Grover, Sai
and Shotaro
Takechi
Course – BU574
Instructor -
Sasha

4. Agenda
● Boston Pizza Menu
● About
● Target Market
● SWOT Analysis
● Segmentation
● Marketing Mix
● New Target Market
● Growth Strategy
● Modification to Marketing
Mix
● Digital Marketing
● Finger Cooking
● References

6. ● FOUNDER
○ Greek immigrant Gus Agioritis
● FIRST BRANCH
○ Edmonton, Alberta in 1964
● OWNER TODAY
○ Treliving and Melville
About Boston Pizza

7. You Know What ?
There are more than 100 items on Boston Pizza’s menu.
Boston Pizza is a proud member of the 50 Best Managed
Companies Platinum Club.
Boston Pizza was the official pizza supplier for the Expo
‘86 in Vancouver.
Average Growth Rate - 15 %
The slogan is `here to make you happy`

8. Total Investment - $1.5 - 2.4 million
Capital required - $600,000 - $800,000
Initial Franchisee Fee - $ 60,000
Advertising Fee - 3.5%

9. WHY ?
o Promotions : ‘Pasta Tuesdays’, ‘Fast-Lunch’, and ‘Non-Stop Pop’.
o Sponsors: sports teams and charities.
o Local Franchises: Franchises are locally owned
o New strategy: Moving away from a pizza eatery to a quality sit-down
restaurant.
o Shifting patterns
o Awards: Won the International Franchise Association’s ‘Twenty-Five-
Year Award,’ only the second Canadian franchise to do so.
o Upgradation: Restaurants are innovated every 7 years
o Customize: Create your own food
‘People eat 21 meals a week, ‘ Fox says. ‘We are aiming to get two or three of
those meals.’

10. TARGET MARKET
RESTAURANT
1. Nuclear Families
2. Family Gathering -
a) Promotional days
Pasta Tuesdays
b) Weekend Family Dinner
3. Children’s sports team and
birthdays
SPORTS BAR
1. Post-Graduate Males - 21-
35 years old
2. Sports Fan
3. Gather for sporting events
and weekend beers
4. Geographically close to all
major residential areas.

13. DEMOGRAPHIC
▶ Generation Y consumers aged 18-29
▶ Average income of $10,000 - $19,999
▶ Never married individuals
▶ Some post-secondary education
▶ Life stage : Collegiate/adult
▶ Occupation : Sales

14. Psychographic
Extroverted
Open minded
Speak Loudly and talkative
Outgoing
Possess a Grads & Pads lifestyle
Low Type A personality - impatience and
aggressiveness

15. BEHAVIORAL
▶ Usages rate : Low user ( 1 - 2 times a month )
▶ User Status : Regular User
▶ Loyalty status : Low ( people can find other
places to eat )

17. DEMOGRAPHIC
Birth era : Baby boomer
Average household income $30,000 - $50,000
Married or separated individuals
High school graduate
Life stage - Adult
Occupation : Clerical

18. PSYCHOGRAPHIC
▶ Possess an urban lifestyle
▶ Introverted family unit , separate from sports
bar atmosphere

19. BEHAVIORAL
Loyalty status
- Medium
01
Benefits
sought : Low
pricing for
families
02
Usages rate :
Light user ( 1-
4 times a
month )
03
User status :
Regular user’s
friend
04

21. PRODUCT - as per consumer’s wants and needs
▶ Brand name association with all products
▶ Variety of meal choices including gluten-free
options that certain consumers seek
▶ Reflect the following dimensions of service
quality : Responsiveness (employees are
willing to help customers), Empathy (staff is
approachable and understanding of
consumer needs)

22. PIZZA
▶ Packaging: rectangle box
▶ Labeling: Logo and small quote
▶ Design: blue, red, big and fancy font
▶ Size: indy, small, medium and large

23. SALAD
Packaging: plastic container
Labeling: Logo and small quote
Design: blue, red, big and fancy font
Size: only one size

24. Pasta
Packaging: plastic containers
Labeling: Logo and small quote
Design: blue, red, big and fancy font
Size: one serving

25. Lemon Baked Salmon Filet
Packaging: plastic container
Labeling: Logo and small quote
Design: blue, red, big and fancy font
Size: one serving

26. Sports Bar:
Offers a variety
of alcoholic
drinks
Enjoy watching
high-definition
T.V

27. PLACE - Convenience
▶ Busy Area (NAIT and Kingsway mall area)
▶ Every Franchisee undergoes major renovations
every seven years
▶ Close to Kingsway station (future expansion of
LRT will allow for more accessibility to the
area)
▶ Near proximity of the coliseum arena

28. PLACE STRATEGY
Direct and online strategy
Decentralized
Transportation includes cars and trucks

29. PROMOTION
- Communication
Game day specials ( Oilers , Eskimos
, etc.)
Regular social media marketing ,
promotion through Facebook and
Twitter
Product stamps of approval from
the Heart & Stroke Foundation
Public Relations tools such as
sponsoring local events and
charities

30. PROMOTION STRATEGY
● Cultural Concerns :
Varied cultures
Patriotism is a concern
WE ARE NOT AMERICAN

31. PRICE - Cost
● Relatively lower pricing compared to similar styled restaurants for families
● Competitive pricing strategies used in order to compete against similar styled
restaurants such as Red Robin and Olive Garden
● Quick service allows the company to minimize the amount of non-monetary costs to
customers such as time

32. COMPETITION
Quick Service: Dominos
Mid-Scale Casual:
Humble Grape
Fine Dining: La Luna

33. COMPETITIVE ADVANTAGE
Lower
Costs
Brand
Equity

34. COMPARING PRICES
Boston Pizza: $15
Dominos: £18
Pizza Hut: £16
Boston Pizza's Salmon Filet: $17.99
Applebee's Cod Filet: £15.95
Applebee's Sea Bass Filet: £18.50

35. DIGITAL MARKETING
・TV
advertisement
01
・Facebook
02
・Youtube
03
・Sport
04
・Mobile apps
for Sportsnet
and TheScore
05

36. Target
▶ Boston Pizza recently released six-
second ads to target Canadian
football fans on mobile. The resto
partnered with Twitter, Budweiser and
the NFL to show game highlights to fans
scrolling through their feeds, says
James Kawalecki, director of
marketing, sports programs and
sponsorships at Boston Pizza.

37. Finger Cooking
▶Finger Cooking, a culinary technique that requires
only a simple click of the mouse, provides instant
access to endless combinations of more than 100
menu items

39. 1. Largest casual dining player with over 300 locations
across Canada.
2. First chain to be trans-fat free in all menu items
3. Low food costs.
4. Boston pizza has six menu items with the heart and
stroke health check.
1. Difficulties in maintaining and undefined Brand
image
2. Lack of Bench of strength- Due to junior marketing
team
3. Lack of measurement on some promotional
aspects

40. 1. They need to get more aware about take
out deliveries
2. 57% of consumers would like to see more
casual dining restaurant offer takeout
3. Low Calories and low fat menu items
1. Shift in preference away from processed food
items after the Maple Leaf incident
2. Increase in competitive landscape leads to
smaller market share for Boston Pizza.
3. Global economic recession negatively affects
the restaurant industry because individuals will
choose to eat at home.

42. Agenda
● Factor analysis for International Markets
● PEST Analysis
● Marketing mix
● How WS are handled ?
● How TO are handled ?

43. Factor analysis for international markets
1.UK
2.India
3.Norway

44. 5 Factors
1. Cost
2. Sports
3. Age range
4. Legal requirement
5. Competitors

45. 1.Cost
UK
0.6GBP = 1CAD →Stronger
Corporate tax → 30%
Min wage→💲1625/mon
India
51.7INR = 1CAD → Weaker
Corporate tax → 35%
Minimum wage → 💲110/mon
Norway
6.1NOK = 1CAD → Weaker
Corporate tax → 24%
Minimum wage→💲5444/mon

46. 2. Sports
UK
・Tennis
・Boxing
・Soccer
・Swimming
India
・Cricket
・Hockey
Norway
・Soccer
・Skii

47. 3. Age range
UK(66million)
0-14 → 18%
15-24 → 12%
25-54 → 41%
55-64 → 12%
65- → 18%
India(1.3billion)
0-14 → 27%
15-24 → 17%
25-54 → 41%
55-64 → 7%
65- → 6%
Norway(5.2million)
0-14 → 18%
15-24 → 12%
25-54 → 41%
55-64 → 11%
65- → 16%

48. 4. Legal requirement
UK
・Necessary to establish a
company in the UK.
・No license fee
・Follow both Canada and UK
law
India
・Necessary to incorporate a
private / public limited company
on LLP.
Norway
・Necessary to get an identity
and organization number in
Norway.
・Pay corporate tax in advance

49. 5. Competitors
UK
・13 major competitors
ex) Domino’s Pizza
Pizza Hut
Tops Pizza
India
・4 major competitors
→ Domino’s Pizza
Pizza Hut
Smokin Joe’s
Papa John’s
Norway
・10 major competitors
ex) Pepper Pizza
Black Stone Pizza
Pizza Hut

50. UK India Norway
Cost ◯
Sports ◯
Age range ◯
Legal
requirment ◯
Competitors ◯

51. India!!!

52. PEST analysis

53. Political
・Being one of the largest democracies in the world,
India runs on a federal form of government.
・The political environment is greatly influenced by
factors such as government’s policies, politician’s
interests, and the ideologies of several political
parties.
・Taxation system is developed by federal
government.

54. Economic
・The economy of India has been more stable, since
introduction of the industrial reform policies in 1991.
・Reductions in industrial licensing, liberalization of
foreign capital, formation of FIPB.
・Achieving 6-7% average GDP growth annually.

55. Social
・Indian society is influenced by the 2000 year old caste
system.
・82% of the population is Hindu.
・India has a population of more than 1.3 billion people
with about 70% between the ages of 15 and 65.

56. Technological
・Technology evolution came in the shape of the
service sector.
・India’s new innovation is mobile phone technology.
・India is expected to have a social media audience of
88 million.
・Only 10% of Indians have access to the internet.

57. Marketing Mix - Domestic Market
● Product - Pizza,Pasta,Salad,Salmon Filet,Sports Bar
● Place - Busy areas,covenient locations
● Price - non-monetary benefits,competitive pricing strategy
● Promotion-Publicity,Digital Marketing,Discounted prices

58. Why India ?
Growing economy with changing standard of living.
The Quick Service Restaurant (QSR) industry in India in the year 2012 was estimated at
Rs.27 billion (528,930,000 CAD) with pizza alone accounting for around half of it. .

59. Adaptation Options
1. Make changes for marketability reasons-
Not all people have access to internet.
25 % of the people are illiterate
People who read newspapers outnumber people who are digitally active
1. Make changes for compliance reasons -
Beef is illegal in many parts of india
Quality Control - License requirement from Food Safety and Standard Authority of India

60. Target Market
● Muslim community by offering Halal food and Halal pizzas.
● Healthy food aimed at healthy people that want to stay fit and healthy while still
eating their favourite foods. They could introduce salads and wraps or an alternative
pizza.
● Bachelors, students and professionals who have no time to prepare food and want
food as fast as possible.

62. PRODUCT - as per consumer’s needs and wants
● Vegetarian options expansion
● Less Competition
● Keep same packaging
● Change in pizza size- no indy
● Less Variety of Salad
● Different sizes of Pasta
● Ensure local sports coverings
● No beef products/limit them to fewer locations
● Expand options - Indian Flavours
Pizza also appeals to Indians because it contains two keystones of local culture—a love of
shared plates, and of food that can be eaten with your hands.

63. PLACE - Convenience
● Located in all metropolitan cities
● Improve transportation-traffic problem
● Hire a company for distributing franchisee
● Distance between any two branches should be 1 km
● Located in student areas like Delhi University
● Located in all economic zones and office hubs
● Home delivery options - attractive offers
● A large dine-in space

64. PROMOTION - Communication
1. Innovative Marketing moves -
a. 30 minutes or free (Competitive strategy)
b. Introducing coupons- Buy 1 Get 1
1. Mediums -
a. Television
b. Social Media
c. Games
d. Sponsorship
e. Charity
f. SMS
g. Facebook Messenger

65. Ways to order-
● Telephone
● Order online
● Mobile & Tablet App
Emotional Positioning
“We were baffled, and gratified, that middle-class India took to the pizza like no other
Western food,” says Ajay Kaul, CEO of Domino’s India.

66. PRICE - Cost
The market segments that we are targeting are interested in buying quality pizza at an
affordable price.
Due to the different cultural driven recipes in target markets,the foreign markets are
priced differently than the domestic market restaurants.
Pricing consistency policies will help to create continuity across the nation. People
travelling from the east coast will know what to expect when they order from a Dominos in
the west coast.

68. SWOT Analysis: Strength - Weakness
1. Largest casual dining player with over 300 locations across
Canada.
2. First chain to be trans-fat free in all menu items
3. Low food costs.
4. Boston pizza has six menu items with the heart and stroke
health check.
1. Difficulties in maintaining and undefined Brand image
2. Lack of Bench of strength- Due to junior marketing
team
3. Lack of measurement on some promotional aspects

69. SWOT Analysis: Threats - Opportunities
1. Shift in preference away from processed food
items after the Maple Leaf incident
2. Increase in competitive landscape leads to
smaller market share for Boston Pizza.
3. Global economic recession negatively affects
the restaurant industry because individuals will
choose to eat at home.
1. They need to get more aware about take out
deliveries
2. 57% of consumers would like to see more casual
dining restaurant offer takeout
3. Low Calories and low fat menu items

70. REFERENCES
▶ https://bostonpizza.com/en/index.html
▶ https://en.wikipedia.org/wiki/Boston_Pizza
▶ https://prezi.com/hohcif70_i57/boston-pizza-
presentation/
▶ https://prezi.com/akevfvji-zjh/boston-pizza-
analysis/
▶ https://www.slideshare.net/anselyoun/marketi
ng-research-status-update-1-boston-pizza