Just like every human being has a unique personality, the same mantra is applied to business and brands as every brand in the same category have a unique selling proposition which is different from its competitors.
In the pizza sector there are various chains which focus on taste, size, and variety. When it comes to Boston Pizza as a brand the key differentiator is it’s positioning as a ‘two experience under one roof which is family oriented dining restaurant with a sports bar associated separately as stated on the website.
Serving the consumers for the last 50 years, Boston Pizza has a strong brand affiliation in term of brand equity and loyalty which has resulted in positive bottom line results that helped the company sustain the economic factors over five decades.
As an observer the author will discuss the brand personality in terms of the restaurant cum sports bar, customer profiles and the pizza personnel’s.
The observation started with the concept of Boston Pizza and the restaurant based in Victoria, British Columbia offers a casual setting for customers, with comfortable tables placed all over the floor which is primarily focused on by the families that visited when the observer was there.
Boston Pizza’s main highlight was its signature hand pressed dough and an array of choices besides, pizza, like pastas, salads, desserts and other entrees.
With a unique concept of an associated sports bar, the joint was full of customers ranging from families, teams and group of friends of all ages to witness ice hockey and their favorite’s ports on TV in the bar.
The casual dining concept helps in fostering a bong amongst the customers in an effective manner.
The Boston Pizza personnel dressed in all black have a young brigade serving customers with a smile and the intent seems to be in creating an experience around the customers visit.
The image of the team is akin to brand image of the restaurant i.e. family and sports oriented. With the personnel a mix of young and mature, male and female and fit in tune with the sports bar concept.
The crux of the brand’s personality is in essence dependent on two perspectives the quality of food and the vigor in the restaurants environment through the ambience and customer service. Both perspectives are controlled by the management.
For a food establishment like Boston Pizza from a branding perspective and keeping personality of the brand consistent in the eyes of the consumers and make a permanent emotive connect the following needs to be taken into account, which is done appropriately at Boston Pizza.
- Make customers visit an experience by focusing on consumers and food and creating an ambience.
- Give back to communities and environments, together with the communities from which the brand originates and that is done by Boston Pizza effectively.
- Build a culture which offers an exceptional work environment filled with fun and esteem for the employees, management and the customers in an equal and effective way.
On a concluding note the observer feels that the brand personality of Boston Pizza matches to it execution in terms of ambiance, personnel, food and customer convenience and fun and since branding is all about creating an association with the customers.
Boston Pizza has done well in doing so in a manner which created an emotive connect of the product with the target market.