Boston Pizza unveils new design in 300th restaurant

MISSISSAUGA-The world's largest HDTV plasma television, with a massive 103-inch screen, is the centerpiece of Boston Pizza's 300th Canadian restaurant.

Located across from Square One shopping centre, the 7,630 sq. ft. restaurant also showcases the chain's latest design concept.

Company president Mark Pacinda said Boston Pizza comes up with a new prototype every three to four years to keep its restaurants current.

"We sit down with our architectural firm and look at what's out there in the marketplace," Pacinda said.

The new look will be rolled out to every Boston Pizza location in Canada over the next seven years. Franchisees are required as part of their agreement to renovate their restaurants according to the updated design.

Vancouver-based firm Kasian came up with the latest design, which incorporates gas fireplaces both inside and on the patio, a softer colour scheme, more brick and stucco and a glass fronted entryway set off with dramatic lighting.  

Pacinda said Ontario and Quebec provide the greatest areas for future growth of the 45- year-old company that has most of its restaurants in western Canada where the chain has its beginnings.

"It starts with the consumer," Pacinda said when asked to give a reason for the company's success.

"A successful restaurant company starts with a successful restaurant. We strive to simply be the best casual dining experience, period."

Boston Pizza plans a major expansion push in 2008 with 20 new Ontario locations in the works. Right now, they have 83 franchised locations in the province and a further 26 in Quebec.

Pacinda said the blueprint calls for 30-35 new restaurants to open each of the next five years. In 2007, Boston Pizza added 36 locations.

With most of its locations in the suburbs, the president said there are also opportunities to adapt the concept for space-limited downtown locations and at major intersections close to subway stops, such as the restaurant located at Yonge and Sheppard in Toronto.

The 300th location at Square One is co-owned by Jason Brass and Maggie and Jennifer Bras and managed by Matthew Henderson.