Depending on the time of year, the emotional outcry from fans on the "sports bar" side of a BP restaurant can sometimes be heard through the walls into the "family dining" side. Such is the harmonious conjoining of two distinctly different target markets under the familiar Boston Pizza roof, and today, the dual restaurant-sports bar product is as much a part of BP's brand as its signature gourmet pizza.

According to portfolio analysts "BP appeals to two separate demographics, and they know how to open new markets profitably." However, recent research conducted by the company and its media agency would suggest a significant overlap between the sporties and the foodie families: the research revealed that 85% of Canadians watch sports, while 71% of Canadian children play sports. Hence, the 2015 campaign, "We'll Make You a Fan" was about connecting all Canadians with a passion for sports, with the aim of solidifying its position as the leader in Canadian family dining.

Technology has also changed a lot of marketing functions, processes, and procedures - maybe none more so than the actual transaction. While some view online purchasing as the death of retail, others simply embrace it as its extension. After all, the exchange of value between buyer and seller still takes place. Boston Pizza has not only embraced online purchasing, but is actually benefitting from it. According to CEO Mark Pacinda, online orders are 15% higher than those phoned in and he defines it as "the perfect server. It knows who you are, it knows what you've ordered..."

However, this does not replace Boston Pizza's in-store experience. "If you want to go out and have a great time with your friends, we're a great place for that," says Pacinda. He also states that takeout and delivery are BP's fastest growing segments, as many Canadians are so challenged for time and sometimes crave convenience.

Based on the information provided above and what you know about the brand from the Case Study notes, describe parts of Boston Pizza's marketing strategy by answering the following questions, using the theories we discussed in class:

1. Use the bases of segmentation to describe Boston Pizza's two main target markets (5 points):
   1. The sports bar target market, and

The family dining target market

How would having two different segments affect their Product strategy and the NPD process? (10 points)

Why was it important for Boston Pizza to invest in an online ordering system? (10 points)

1. Why does Mark Pacinda call online ordering the "perfect server"? (5 points)