It's no joke: Boston Pizza unveils The Pizzaburger

New menu creation unites two of Canada's favourite foods into one mouth-watering meal

MISSISSAUGA, ON, April 1, 2013 /CNW/ - Boston Pizza, Canada's largest casual dining chain, today unveiled The Pizzaburger, a new menu creation that, at long last, brings together two of Canada's favourite foods in one unique and delicious package.

Debuting today in Boston Pizza's 345 locations across the country are two varieties of The Pizzaburger - the Pepperoni & Bacon Pizzaburger and the Five-Cheese Pizzaburger. The Pepperoni & Bacon Pizzaburger surrounds a half-pound prime rib burger with pizza sauce, pepperoni, bacon and mozzarella cheese, while the Five-Cheese Pizzaburger envelops the juicy burger with mozzarella, cheddar, feta, asiago cheese and is topped with fresh parmesan. Both new burgers forego the traditional bun, and are instead baked to perfection inside Boston Pizza's hand-pressed original pizza dough, and garnished with lettuce, tomatoes, pickles and choice of side.

"Boston Pizza strives to create one-of-a-kind eating experiences for Canadians, and our Pizzaburger is yet another tasty triumph that guests can't wait to try," says Michael Gray, Director of Culinary and Executive Chef at Boston Pizza. "Whether enjoying a sporting event or celebrating a family birthday, guests will not be disappointed when they sink their teeth into a juicy, cheesy Pizzaburger."

The Pizzaburger, available from April 1 to June 2, builds on Boston Pizza's reputation for satisfying Canadian cravings with high-quality, innovative food creations, such as All Meat Wings, the Perogy Pizza and the Panookie.

To introduce Canadians to The Pizzaburger, Boston Pizza has launched an integrated marketing campaign which included teaser videos throughout the week of March 25 and culminated in an April Fool's Day joke announcing it was eliminating all buns in favour of pizza dough. A national advertising campaign kicking off on April 8 will call on Canadians to eat a Pizzaburger in honour of historical male characters who never had the chance to try one. The creative features the tagline "Eat one for all those who couldn't" and will depict humourous scenarios of what some men of history may have eaten such as a caveman trying to hunt a woolly mammoth. TAXI Canada Ltd. created and produced the advertising creative with PHD executing the media strategy and High Road Communications developed the teaser and public relations campaigns.

About Boston Pizza
Boston Pizza International Inc. is Canada's No. 1 casual dining brand with more than 345 restaurants in Canada. Annually, Boston Pizza serves more than 40 million guests. The company has been recognized as one of Canada's 50 Best Managed Companies and was named one of Canada's 10 Most Admired Corporate Cultures by Waterstone Human Capital for 2007 and 2008. Boston Pizza International Inc. is located in Richmond, B.C., and has regional offices in Mississauga, Ont., and Laval, Que. For more information, visit www.bostonpizza.com.

SOURCE: Boston Pizza International Inc.

Perry Schwartz
Director of Communications, Boston Pizza International
905-361-3616
[email protected]

Joe Cariati
High Road Communications
416-644-1378
[email protected]