Boston Pizza Comprehensive Case Two Markets Under One Roof Depending on the time of year (and whether the home team is playing on television), the emotional outcry from embattled fans on the "sports bar" side of a Boston Pizza restaurant can sometimes be heard penetrating the walls into the "family dining" side. Such is the harmonious conjoining of two distinctly different target markets under the familiar Boston Pizza roof. It may have been an unheard of concept when Boston Pizza founder Gus Agioritis opened the first BP restaurant in Edmonton in 1964, but today the dual restaurant-sports bar product is as much a part of BP's brand as its signature gourmet pizza. Even outsiders agree that it's a match made in heaven. "Boston Pizza seems to have a formula that works extremely well," said Leslie Lundquist, a portfolio analyst speaking to investors. "It appeals to two separate demographics, and they know how to open new markets profitably." What's more, the voracious sports fan and the hungry family together shore up three distinct and profitable "dayparts" in a restaurant's business day: lunch, dinner, and late night. However, recent research conducted by BP and its media agency would suggest a significant overlap between the sporties and the foodie families. It turns out that 85 percent of Canadians watch sports, while 71 percent of Canadian children play sports. So while much of BP's marketing efforts have been aimed at solidifying its position as the leader in Canadian family dining, the 2015 campaign, "We'll Make You a Fan," was about connecting all Canadians with a passion for sportswhether it's pro sports, recreational sports, watching sports, or participating as a coach. "Sports goes right back to 50 years ago, when the brand was founded," said Steve Silverstone, executive vice-president of marketing. "We've had a deep connection to sports and to community throughout our history. [The campaign] leverages what we think is core to our DNA and something that no other brand in our space in Canada can stand for."

Questions 1. Use the bases of segmentation to describe Boston Pizza's sports bar target market. 2. Use the bases of segmentation to describe Boston Pizza's family dining target market. 3. Why has Boston Pizza shifted emphasis toward the sports bar segment?