Canadian Pizza Magazine

News
Boston Pizza opens cool new urban concept


June 10, 2011
By Canadian Pizza

bostonpizzatoronto_webJune 10, 2011, Toronto – Boston Pizza scored a dream
location for their new urban concept that’s a sports fan’s delight.

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Attached to the CBC building at the corner of Front and John,
Boston Pizza’s new look is also across from the Metro Toronto Convention
Centre. Over 10,000 people work and live within two kilometres of their newest
address, not to mention the tourist and post-sports game customers in the neighbourhood.
For a 47-year-old brand that started rural before moving into the suburbs and
now the city, it’s a desirable move that’s intended to crop up coast to coast
if all goes well in Toronto, says Steve Silverstone, executive vice-president
of marketing for Boston Pizza. And they are off to a great start since their
June 2 opening. In true Boston Pizza Foundation spirit, the location raised
$12,000 for the Princess Margaret hospital through donating server tips during
training and a fund raising grand opener.

The company amped up their game to fit in with their new
urban landscape, the move prompted by customers coming into the city and
looking for but unable to find a Boston Pizza, says Silverstone. Grey stone work
is pillared up the walls. Leather seating and clean square lines gives the
restaurant a financial district feel but it’s a welcoming sport lovers spot at
heart and in atmosphere. There’s 80 flat screens found on two levels. Guests
can watch sports from any seat. The upper level has a ticker bordering the outer
wall that runs stock news by day and sports stats and news by night. One wall has
customizable panels that change colour to reflect the big team playing that day.
The company modified their logo to fit with the new concept as well. It’s all
very slick, over 9000 square feet and sitting on prime real estate at 250 Front
St., but Boston Pizza has held their menu prices despite the big city overhead.
 The menu itself is the same as any other
location but they expanded the draught beer selections. The size and number of
televisions is above average for their units, with this address being one of
the biggest in the country.  

The new concept is owned by Wayne Steadman, Aubrey Steadman
and owner/operators Rob and Jan Phillips. The Steadman family have been Boston
Pizza franchisees since 1994 and Rob Phillips has been a franchisee since 1995.
The new unit has employed 120 people including six managers.

The urban concept may be a shift in Boston Pizza’s growth
strategy but it’s not a shying away from their rural roots. They also recently
opened a location in a small town in Saskatchewan. Boston Pizza aims to be
adaptable in their communities, say Silverstone, which is why they needed a new
concept to fit in with their new surroundings. And if all goes well in Toronto,
the GTA and urban cores across Canada could be seeing a Boston Pizza urban
concept franchise adapted to them too.