MISSISSAUGA, Ont. — Boston Pizza revealed a new restaurant design this week at the International Council of Shopping Centers (ICSC) Canadian Convention.“We spent more than a year working on the new design for Boston Pizza restaurants and landed on this one because it is scalable and allows us to carry the same look through our current and future stores, no matter the size or location,” said Ken Otto, COO. “From downtown to small town; urban to suburban, the new design fits.”
The design, created by AEdifica, maintains the restaurant’s current dual-format model of a sports bar on one side and casual dining on the other, but otherwise both spaces have been completely re-imagined. The exterior of the restaurant has also been redesigned and will feature a new entrance and a sports-inspired patio.
“The new concept revisits design elements and materials intrinsic to Boston Pizza’s brand DNA. Opening up the exterior facade with a monumental vestibule, the entrance is more inviting and the angled canopy serves as a beacon for the store,” explained Stéphane Bernier, AEdifica’s director of Design. “Inside, a new lobby area common to both the restaurant and dining room enhances the user experience and provides a visual connection throughout the space. The materiality and character of the dining room encourages a warm, friendly family atmosphere, while the bar and newly designed terrace draws upon sports-stadium design language to create an open and contemporary environment.”
Boston Pizza will implement the new design across Canada in 2013.