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BOSTON PIZZA COMPREHENSIVE CASE MyBP Loyalty programs and corporate websites are a perfect match. The programs are easily accessed by loyal custom- ers, visitors, and Web users, and the owner of the site can monitor and manage traffic efficiently and personally. Boston Pizza took its time developing its online customer loyalty program, which was launched in 2014 under the name "MyBP:" "MyBP provides guests with enhanced online ordering tools and also serves as a loy- alty platform serving up relevant offers and promotions just for members," explains BP president and CEO Mark Pacinda. "Initially, guests received a free appetizer just for signing up, while other offers are added to user accounts along with personalized communications and better, faster, and easier online ordering tools." The expansion of MyBP's offerings has been rapid since its inception and continues to provide users with more and more services and value-adds. Most importantly, as a "per- sonalized" portal between true Boston Pizza fans and the company itself, it's designed to truly accumulate and develop a profile of each user. MyBP saves customers' favourite orders and can be prompted to reorder past orders, thus saving time for customers. As a loyalty program, it tracks orders and offers discounts as more orders accrue in the system. It also offers exclusivity, another important feature of online loyalty programs. As such, enrolling in MyBP automatically exposes the member to MyBP-only communica- tions and promotions. Of course, the key analytic of any loyalty program is usership. "As of early 2015," Pacinda declared, "more than 188 000 guests had signed up for MyBP." QUESTIONS 1. Visit www.bostonpizza.com and dick on MyBP. Scroll through the various benefits offered, and make note of the ones that appeal to you personally. Explain their value to you. 2. Visit comparable loyalty programs of other casual dining or even quick-service restau- rants. How do you feel Boston Pizza's MyBP compares? 3. What features do you think are missing from MyBP that you would like to suggest to the company