BP Location-A 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 man- tra is not dissimilar to that of your local real estate agent-location, location, location. "It applies to our business as well, explains Jim Treliving, co-founder of the chain, cur- rent 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 loca- tion? 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, hospi- tals, 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