Boston Pizza's new website features enhanced online ordering tools

Jan. 17, 2012

Ontario-based Boston Pizza International has re-launched its website to include enhanced online ordering tools that make take-out and delivery services easier.

The new contemporary design features a cleaner menu layout, intuitive navigation and customized location settings – the site automatically finds the store closest to you based on your computer's IP address.

It also has live integration with the Boston Pizza Facebook page, including status updates and through Facebook Connect. In addition, guests can now place orders for future dates on, purchase and register gift cards, and earn loyalty rewards based on frequency of orders.

"Last year we introduced our guests to finger cooking and saw tremendous growth in our take-out and delivery business," says Alex Green, vice president of Marketing at Boston Pizza International Inc. "The upgrades to our website and online-ordering system are designed to make it easier than ever to finger cook, helping our guests spend more time doing the things they love."

The Joy of Finger Cooking campaign

To support the new, Boston Pizza is launching "The Joy of Finger Cooking" cookbook.

To help drive website traffic and to raise awareness of Boston Pizza's take-out and delivery menu, "The Joy of Finger Cooking" campaign consists of a direct mail piece, four television spots, online banners and strategic public relations.

More than 1.8 million copies of "The Joy of Finger Cooking" will arrive on the doorsteps of Canadian homes from coast to coast starting Jan. 23. The direct mail piece has the look and feel of a real cookbook, but replaces recipes with Boston Pizza's menu options.

Boston Pizza will air four TV spots featuring a variety of men using "finger cooking" to simplify meal time in their homes. "Finger cooking" is a culinary technique that essentially encourages Canadians to put food on the table without setting foot in the kitchen. TAXI Canada Ltd. created and produced the spots, with PHD executing the media strategy.

"The campaign lets Canadians know in a fun way that we're there for them when they just don't want to fire up the stove," Green said. "It's all about the convenience of ordering on-the-go and giving our guest a great take-out and delivery experience."

"The Joy of Finger Cooking" also will be available at all of Boston Pizza's 340 locations.

Read more about online initiatives.

Topics: Marketing / Branding / Promotion , Online / Mobile / Social , Online Ordering , Operations Management

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