The project is part of a new restaurant design for Boston Pizza (BP). The restaurant wanted a synergistic design that would maintain its brand equity while being able to adapt to market conditions. The new design included a digital experience strategy for all restaurant devices. The new location in Downtown Toronto has a view of the game from every seat in the house, positioning the screens as a one-stop shop for consumers’ sports needs.
This unique and urban Boston Pizza location is situated in a competitive and saturated restaurant market where first impressions are very important. Boston Pizza felt it was time to elevate and contemporize its design and reaffirm its position as the ultimate sports entertainment restaurant destination to compete against other higher-end fast casual chains that are offering alternate experiences. The entire restaurant redesign is based on the concept of “being a fan,” and elevating the sports bar and family restaurant experience. This idea needed to be an own-able and differentiated experience by strengthening community connections. This was accomplished through a clearly defined strategy and brand position, interior design, wayfinding and digital experiences. Utilizing best-in-class technology, Boston Pizza’s sports experience needed to be bar none.
The main entrance and hostess area needed to be welcoming and allow customers to quickly decide which area they’d like to sit in: restaurant or bar. The modular design had to balance family and sport and improve satisfaction for all customers without compromising the design aesthetic and traffic flow. The concept needed to be a great sports experience for teams, families and sports fans alike, while allowing all of these different cohorts to enjoy sports their own way.
The welcome area has a large digital screen that communicates brand messaging and welcomes BP rewards members, special event groups and teams. An interactive touchscreen in the waiting area includes brand messaging, feature dishes and special events content while also allowing customers to interact with a digital menu. Throughout the restaurant are large screens where customers can watch all major sports. To enhance the experience, smaller portrait screens provide dynamic, RSS-driven digital messaging with team statistics, player statistics, news, game schedules, team match ups, player match ups and valuable information for fantasy leagues for all major sports: NBA, NHL, MLS, MLB and NFL. The content pulls from varying news sources and automatically updates in real time. The space also includes multiple digital feature walls with digital content presented in an engaging Boston Pizza canvas, positioning Boston Pizza as the ultimate provider of sports content and information.
Since opening in April 2017, the new flagship location has the pleasant problem of being jam packed. The location was purchased from a franchisee, and although we do not have actual numbers to share, anecdotally, the location is substantially busier than before.
K. Paul Architect Inc. (architect)
BnZ engineering (Mech/Electrical Engineers)
NDC Development Corporation (General Contractor)
Photos: John Majorossy from BPImaging
Boston Pizza Flagship won a 2018 APEX Award in the Food & Beverage category.