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.
NHL Playoff Rebranding
Pizza Chain Undergoes Temporary Name Change in Montreal
Trend Themes
1. Rebranding in Competitive Industries - Opportunities for businesses to differentiate themselves by temporarily rebranding in response to local events and rivalries.
2. Proactive Marketing Strategies - Utilizing proactive marketing strategies to align with regional preferences and capitalize on local events.
3. Temporary Name Changes - Experimenting with temporary name changes to attract specific target markets and engage with local communities.
Industry Implications
1. Restaurant Chains - Opportunities for restaurant chains to capitalize on regional rivalries and engage with local communities through temporary rebranding.
2. Marketing & Advertising - Opportunities for marketing and advertising agencies to develop proactive strategies that align with local events and preferences.
3. Sports Merchandise - Opportunities for sports merchandise companies to create limited edition products that cater to specific regional events and rivalries.