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One of Canada’s most popular restaurant chains is playing on the Boston-Montreal hockey rivalry in a big way this postseason. The Boston Pizza franchise, which actually began in Edmonton, Alberta in 1964, has decided to rebrand its 26 Montreal area locations as Montreal Pizza.
Given that Montreal hockey fans, garbage cans and store windows don’t always mix, who can blame the company for being proactive? “Some companies are reticent about tinkering with the logo, but for the Montreal market and its great hockey fans, we got clearance. Head office is very happy,” said Carl Pichette, the senior marketing director for the Quebec branch of the Montreal Pizza, er, Boston Pizza chain.
He added that the Montreal Pizza name change will remain in effect for the duration of the Canadiens playoff run. The renaming of Boston Pizza in Montreal will officially take place this weekend.