Shikatani Lacroix combines scalable design and sports entertainment for the recent renovation of Boston Pizza’s existing space in downtown Toronto. The new restaurant-bar concept unveils a welcoming, immersive atmosphere that’s also adaptable, with the ability to effortlessly accommodate everything from large corporate groups and little league teams to a couple dining and everyone in between.
“With this new design concept, Boston Pizza reinforces its reputation as the ultimate sports entertainment restaurant destination,” says Jean-Pierre Lacroix, president of Shikatani Lacroix.
The digital content on an engaging Boston Pizza digital canvas is layered throughout the environment. Fun graphics create playful moments that pay homage to sports, the city and its citizens, while emphasizing the Boston Pizza brand, according to the design firm.
“The new design creates an immersive restaurant experience that is playful, open and urban,” says Richard Dirstein, principal and EVP of design and innovation at Shikatani Lacroix. “It better connects patrons through the space and with the city at large, while helping fans celebrate their team, their city, and themselves.”
The newly redesigned format will act as an urban flagship showing off the brand’s new prototype, the first in a succession of new openings targeting Canada’s urban market. The exterior design is more contemporary and increases brand visibility with cleaner lines and glazed windows so everyone walking by can check out the action inside, according to Boston Pizza International.
“Front and John is our first truly urban flagship restaurant and we believe there is a big opportunity for Boston Pizza to expand within downtown markets,” says Alan Howie, EVP of operations and development for Boston Pizza International.
He adds many families live in downtown centers, in condos, and are looking for family-friendly restaurants that have something for everyone. “In addition, urban areas are natural hubs for those interested in enjoying sporting events,” Howie says. “Our dual concept of distinct and approachable sports bar and dining room under one roof is the perfect option.”
The 11,000-sq.-ft. location is one of the chain’s largest restaurants. The brand will pilot new technologies and projects at the space prior to rolling out to the rest of the chain. All new openings and renovations, whether urban, suburban, rural or non-traditional, will take design cues from this new prototype, according to Boston Pizza.
- A separate entrance for guests wanting to pick-up their orders.
- A grab-and-go area.
- An optimized kitchen environment for increased efficiency and reduction in energy consumption, especially in high-volume urban locations.
Additionally, in the near future, new technologies will be piloted at Front and John that elevate the guest experience and improve speed of service and efficiency, such as:
- Pay-at-Table, allowing guests to check in with the MyBP app and pay their bill on their mobile device without waiting for the server to bring their check.
- DineTime app, allowing customers to view wait times at all Boston Pizza locations near them, get on waiting lists, or book reservations.
- Courtesy phone charging outlets with USB ports located at tables and bars throughout the restaurant.
“Boston Pizza is known as Canada’s sports bar where the game is always on and with this new redesign, the digital experience will impress sports fans and families alike,” says Helen Langford, SVP of food services at Boston Pizza International.
Screens of all sizes throughout the restaurant will not only show all the important games, but will also feature local sports content, leader boards and other fun graphics to encourage guests to put down their phones and interact with the restaurant environment. The bright color scheme, use of lighting and contemporary design materials, completely transforms the look and feel of Boston Pizza moving forward, Langford says.