Article

Boston's Pizza spills the beans about US growth

Popular Canadian born and bred brand, Boston's Pizza, has set its sights on its more southern neighbors, with plans for major expansion in the U.S. and Canada in the coming years. Pizza Marketplace interviews Boston's executive Ryan Reeves to get the lowdown.

Boston's Coon Rapids, Minnesota location (photo from Boston's Pizza).

December 12, 2019 by S.A. Whitehead — Food Editor, Net World Media Group

Delivery. In-store pickup. Virtual restaurants. These are all familiar topics for U.S. restaurateurs, especially in the off-premise-heavy pizza segment. Why then, some may ask, is Canadian born, Boston's Pizza, picking this moment to grow its brick-and-mortar presence in the U.S.?

Well, the way the brands leadership sees it, if there is one thing Americans like as much or more than their home-delivered pies, it's heading out for some pies and beers to catch some games with their pals. In other words, Boston's believes now is an especially prime time to put its sports- and community-centered, beer-brimming stores down in every community that pines for such stuff. And they might very well be right because ... well, have you looked at the NFL or the NBA's viewership stats lately? 

That's why this somewhat inexplicably named brand that exists very prominently in a nation well north of the most well-known "Boston" on the planet, is — at 55 years young — heading into a U.S. growth spurt with its sights set on a major expansion via the power of many new brand-fanatical franchisees in coming years. 

Currently, the brand — which has nearly 400 locations in Canada — has 23 U.S. stores with at least a dozen more in the works, according to Boston's Vice President Franchise Sales & Development Ryan Reeves. Somehow the brand manages to walk that proverbial tightrope between being both family-friendly and a sports bar at the same time, with some measure of proven success in the fact that the chain now exceeds $1 billion in systemwide annual sales. 

The brand's U.S. approach to locations is multi-layered, including seeking to locate in the empty shells left behind by unsuccessful casual brands, along with everything from airports and casinos to truck stops, military properties, sports venues and especially hotels, like the one the brand operates in Little Rock, Arkansas' Holiday Inn. 

But expansion by franchising — particularly in a whole new country (albeit a close and familiar one) — takes an all-out appeal that is all-but-irresistable to like-minded investors with the right cash and qualifications. To get a feel for how this brand hopes to handle that campaign and how it will measure success, Pizza Marketplace recently interviewed Reeves, beginning with a question about exactly why the brand's leadership feels Americans are so primed right now for pizza, beer, family and friends in an actual sit-down casual restaurant. Here's how Reeves responded to that question and others:

"There has certainly been a cultural shift that has prioritized convenience, which we can cater to," Reeves said in the interview. "However, where we think Boston's plays well into the needs of today's consumers is in reconnecting them over shared experience. 

"Not only do we have scratch-made food, a strong heritage, locally owned and operated restaurants, and a sports bar/restaurant hybrid, but we offer an experience that you can't get at home. We want to bring families, friends, coworkers, and teammates together to celebrate food and community."

Q: With franchising as your MO for U.S. growth and passion as your identified primary personality trait for a great franchisee, give us an idea what that looks like in your ideal operator.
A: What we really look for are individuals that love food and investing into their communities. We want franchise partners that have real passion for delivering a perfect guest experience and great food — partners that are taking this brand forward in their community. 

Q: Speaking of passion, Canadian hockey fans are legendary for theirs when it comes to the sport, but in the U.S. and Boston's other high-growth new territory, Mexico, hockey hasn't got near the following. So if you're still reaching for the sports-fan audience here and in Mexico, how does that change things?
A:The US is by far dominant in regards to number of sports fanatics. We have several professional leagues that bring die-hard fans. The NFL, NBA, MLB and NHL draw huge amounts of fans weekly and daily, not to mention the arena for collegiate sports.  

We also cater to those interested in other major league sports like MLS and WNBA.  The U.S. sports market is massive. Comparatively, we have 10 times the population of Canada and four to five times the "national" sports. In Mexico the fans love soccer and we draw crowds for NFL and NBA as well. 

Q: What distinguishes your menu, beverages and atmosphere in U.S. stores, versus those in Canada, and then how does that all change again as the brand moves further south, into Mexico?
A:To create an international brand, there is not a huge deviation when you cross the border. However, we ensure that what we are offering in terms of food and experience are locally relevant. 

Each restaurant has visuals cues within their artwork packages that bring the community into the restaurant - be it murals with locally relevant landmarks pictured, an area code designed into the artwork, or jerseys hanging of local sports heroes. 

Additionally, our menus vary slightly, based on food trends and flavor profiles. But consumers have such a globalized palate and with access to foodie education through TV, social media and online, there isn't a need for huge differentiation in menu offering anymore. 

One unique component of our Mexico locations is the kid's play area. They have clean and fun facilitates attached to their restaurants, where kids can play while their parents dine.

Q: So with all that in mind, where has Boston's primary growth been in the last two years and where's it going in the coming two and why?
A: A lot of our focus has been growth in and around the areas we are currently in, to drive better brand awareness and market visibility. We will see stores opening in Northern California, El Paso and Dallas-Ft. Worth, Texas. We have stores developing in Michigan and Washington as well.

Q: In the final analysis though, these are casual dining abodes and just about every restaurateur now has a toe or two in less fixed-location investments, so how does that relate to Boston's path forward?
A: There is definitely (a) time and place for a quicker meal.  But everyone loves coming together for great food to share a life event or to enjoy watching the big game.  

Our strength comes from community involvement.  So, when it's time to celebrate the Little League season or co-worker promotion or watch the playoffs, you are going to head somewhere you can trust to provide great food and an awesome environment. You are coming to Boston's.

About S.A. Whitehead

---

Pizza Marketplace and QSRweb editor Shelly Whitehead is a former newspaper and TV reporter with an affinity for telling stories about the people and innovative thinking behind great brands.