Restaurant #367 November 3, 2014, was just another day in Fergus, Ontario, a short drive up Highway 6 from Hamilton. Just another day to most folks in Fergus, but to Boston Pizza, Canada's largest casual dining chain, it marked the opening of the chain's 367th location. While that might sound a little "been-there-done-that-ish," it did not stop Paul Pascal, Boston Pizza's vice-president of marketing, from being on location to cut the rib- bon along with new store owners Katherine Brasch, Jim Silburn, and Michael Mattioli as well as local dignitaries, restaurant employees, and Fergus locals. "We really see ourselves as independent business owners in the local community," said Pascal, emphasizing the uniqueness of every Boston Pizza location from coast to coast. Non-coincidentally, that is exactly how the iconic pizza chain began in the early 1960s: as the stand-alone Edmonton operation of Greek immigrant Gus Agioritis. Then, in 1973, it morphed into the branded enterprise through the vision of RCMP officer turned entrepreneur Jim Treliving, who opened 16 new restaurants leading up to 1983, when he and business partner George Melville bought the company. By 1986 there were over 30 locations in western Canada, and BP had successfully bid to become the official pizza supplier for Expo 86 in Vancouver. The company leveraged the brand association with that international event to grow across Canada, reaching 95 restaurants by 1995, and 300 by 2010. Boston Pizza's value proposition to customers is quite simple-a fun, affordable dining experience, coupled with an adjoining sports bar featuring parallel product offerings and ambience. However, its value to the communities where it's established goes deeper. Local sports teams and charities are always beneficiaries of BP, along with its quantifiable contribution to local economies. Meanwhile, back in Fergus, employees were enacting this corporate value-donating $4100 worth of opening week tips to the local chapter of Big Brothers Big Sisters. To Boston Pizza and all its stakeholders, value is a lot like their pizzas-every slice is a reflection of the brand. QUESTIONS 1. What is Boston Pizza's value proposition? 2. Does Boston Pizza's value proposition extend beyond customers and into the com- munity in which it has a location? 3. To which market segments does Boston Pizza appeal? Restaurant #367 November 3, 2014, was just another day in Fergus, Ontario, a short drive up Highway 6 from Hamilton. Just another day to most folks in Fergus, but to Boston Pizza, Canada's largest casual dining chain, it marked the opening of the chain's 367th location. While that might sound a little "been-there-done-that-ish," it did not stop Paul Pascal, Boston Pizza's vice-president of marketing, from being on location to cut the rib- bon along with new store owners Katherine Brasch, Jim Silburn, and Michael Mattioli as well as local dignitaries, restaurant employees, and Fergus locals. "We really see ourselves as independent business owners in the local community," said Pascal, emphasizing the uniqueness of every Boston Pizza location from coast to coast. Non-coincidentally, that is exactly how the iconic pizza chain began in the early 1960s: as the stand-alone Edmonton operation of Greek immigrant Gus Agioritis. Then, in 1973, it morphed into the branded enterprise through the vision of RCMP officer turned entrepreneur Jim Treliving, who opened 16 new restaurants leading up to 1983, when he and business partner George Melville bought the company. By 1986 there were over 30 locations in western Canada, and BP had successfully bid to become the official pizza supplier for Expo 86 in Vancouver. The company leveraged the brand association with that international event to grow across Canada, reaching 95 restaurants by 1995, and 300 by 2010. Boston Pizza's value proposition to customers is quite simple-a fun, affordable dining experience, coupled with an adjoining sports bar featuring parallel product offerings and ambience. However, its value to the communities where it's established goes deeper. Local sports teams and charities are always beneficiaries of BP, along with its quantifiable contribution to local economies. Meanwhile, back in Fergus, employees were enacting this corporate value-donating $4100 worth of opening week tips to the local chapter of Big Brothers Big Sisters. To Boston Pizza and all its stakeholders, value is a lot like their pizzas-every slice is a reflection of the brand. QUESTIONS 1. What is Boston Pizza's value proposition? 2. Does Boston Pizza's value proposition extend beyond customers and into the com- munity in which it has a location? 3. To which market segments does Boston Pizza appeal