STRATEGIC PARTNERS
May 1, 2017
In a move that's intended to reposition Boston's Restaurant & Sports Bar more firmly in the pizza, pasta, burgers and wings category, the chain is rebranding. A new logo and tagline emphasizes the in-restaurant sports experience and aligns the brand more strongly with its popular casual dining Canadian sister brand, Boston Pizza, according to a press release.
The company said it's all part of its new U.S. growth phase. The brand recently signed development agreements in California, North Dakota, and Dallas-Ft. Worth to put 20 new locations on the map, doubling its U.S. footprint.
"For more than 50 years, Boston's has been a place for friends and families to gather," Boston's President Eric Taylor said in the release. "By streamlining our look and feel in the U.S. to be more aligned with our Canadian locations, we are positioning the company for future expansion and empowering our core of American franchise partners.The Canadian brand has seen incredible success and has really established themselves in the hearts of people across the country. We're wanting to replicate that here and really become a part of people's lives in the communities in which we operate."
New menu items also come with the rebrand, including a veggie quinoa burger and whiskey cake dessert. The brand is encouraging fans to post their memorable moments from the restaurant on Facebook, Twitter, and Instagram using the hashtag #BPFanStories.
