Boston Pizza Comprehensive Case BP LocationA Market-Driven Decision With more than 365 restaurants (and counting) from Victoria to St. John's, it's not surprising to learn that Canada's leading casual dining chain knows a thing or two about geography and demographics. And when it comes to selecting where to place a new restaurant, the mantra is not dissimilar to that of your local real estate agentlocation, location, location. "It applies to our business as well," explains Jim Treliving, co-founder of the chain, current co- owner, and co-chairman of Boston Pizza International, not to mention one-time co-owner of 18 of his own BP franchises. "The nice thing about demonstrating stable growth, a well-established brand, and regional drawing power is that Boston Pizza is a preferred tenant, so when we see lease opportunities for a new location, the property owner welcomes us." Exactly what does location, location, location need to be for a new Boston Pizza location? All the traditional criteria apply, such as high-profile and high-traffic centres. However, as consumer patterns have evolved, it has become equally important to be near office and entertainment centres as well as big-box retail clusters. Location decisions therefore need to be based on marketing intelligence supplied by thorough secondary research of the marketing environment, but also through BP's own primary research initiatives. In 2012, for instance, BP entered into the growing "fast casual" dining category by opening a location in the food court at SAIT Polytechnic in Calgary. "This concept is something we're developing for university and college campuses, hospitals, airports, leisure and sports complexes, and even select high-profile mall food courts," declared Alan Howie, BPI's executive vice-president of operations. "While we continue to open traditional Boston Pizza locations across the country, we're also excited about new concepts like SAIT, our urban- concept location in downtown Toronto, and our new smaller-store concept." Questions 1. Differentiate between primary and secondary research. Provide an example of each that Boston Pizza might have used in determining that the SAIT Polytechnic campus in Calgary would be a logical choice for a new "fast casual" location. 2. What research objective would BP need to establish before conducting marketing research on optimal new restaurant locations? Explain your answer

Boston Pizza Comprehensive Case The Wings Two-Four Consumer behaviour is one of the most important concepts in marketing, and it focuses squarely on the importance of knowing your marketright down to personal habits, traits, and preferences. Successful Canadian consumer brands such as Tim Hortons, Canadian Tire, and Boston Pizza have stood the test of time because, above all else, they were built by Canadians for Canadians. And that identity has never been forgotten. In early 2015, as Boston Pizza began the second half of its first century, it launched a brand-new promotional campaign called "We'll Make You a Fan." More than just a catchy tagline coined by an ad agency, the statement deliberately lends itself to multiple interpretations. While one intent was to emphasize BP's commitment to earn consumers' business, another was to reinforce BP's position in the sports bar category. And what better way to resonate with the quintessential Canadian sports fan than with a quintessential and uniquely Canadian iconthe two-four? "If there's one thing Canadians know and love, it's the two-four. It's a part of our culture, especially during playoffs and summer weekends. But, until now, Canadians have never been able to eat one," said Steve Silverstone, Boston Pizza International's executive vice-president of marketing. "Unlike other two-fours, Canadians can crack open a Wings Two-Four virtually anywhere, any time they want. It really is the perfect union of BP's famous wings and the ubiquitous two-four." BP cleverly tied in the chicken wing two-four with a hockey-glove-shaped pitcher to serve Molson Canadian beer during the 2015 Stanley Cup Playoffs. Consumers have a lot of choices in where to eat out, and what to eat once they get there. Understanding the psychological triggers, such as the Canadian hockey fan's emotional tie to the social aspect of watching the playoffs, helps develop product and promotional ideas, and ultimately assists fans and foodies in their purchase decision. Questions 1.Using the steps in the consumer purchase decision process, describe the thought process that a guest at Boston Pizza's Sports Bar might go through before deciding on the Wings Two-Four. 2.While the purchase decision has five known steps, a variety of decision influencers come into play as well. List these categories and provide an example as it pertains to a diner at Boston Pizza