Boston Pizza's main menu items have historically been made using wheat flour, which is off-limits to gluten-free dieters. But while gluten was once thought to negatively impact only a small percentage of the general public—those with celiac disease—it has more recently been linked to number of allergies and intolerances, which has driven a wedge into wheat-based food consumption and turned gluten-free alternatives into a burgeoning food industry.

The growing demand for gluten-free foods presented BP with both a threat and an opportunity. While up to 10 percent of its market was suddenly abstaining from items on its menu, that same market was in need of healthy alternatives. The magnitude of the market had also jumpstarted research and development into gluten-free alternatives—a technological opportunity that was embraced by Boston Pizza, which introduced gluten-free to its menu in 2010.

The only problem was that the gluten-free dishes were prepared in the same kitchens as everything else, raising the possibility of cross-contamination, which BP was legally obligated to disclose. But rather than view this political-legal threat as a barrier, BP again turned it into a competitive opportunity. The company branded its gluten-free products as "GlutenWise," a trademark that not only showed BP's commitment to respecting dietary sensitivities, but also positioned the company ahead of competitors who were struggling with the same dilemma.

The move was a total win, generating positive feedback even from the most demanding critics. "Everyone has the right to safe food," said Anne Wraggett, president of the Canadian Celiac Association, "and we are excited that Boston Pizza is taking steps to provide for the gluten-free community. Having safe gluten-free choices when dining out enhances our quality of life."

QUESTIONS

1. Factors in the marketing environment are broken into categories. Identify the opportunities and threats that emerged in BP's path toward introducing its GlutenWise menu, and sort them into their appropriate categories.

2. Why is cross-contamination of gluten-free dishes with non-gluten-free dishes categorized as a political-legal threat?

3. The microenvironment comprises internal forces that are controlled by the organization and that reveal a firm's strengths and weaknesses. Is Boston Pizza's introduction of GlutenWise a strength, weakness, opportunity, or threat? Why?