Boston Pizza — Building a Scalable Digital Loyalty Ecosystem
Role: Creative Director / Digital Experience & CRM Strategy — OLSON (Now ICF Next)
Scope: Loyalty ecosystem design, digital product development, CRM strategy, omnichannel experience, POS & e-commerce integration
Role: Creative Director / Digital Experience & CRM Strategy — OLSON (Now ICF Next)
Scope: Loyalty ecosystem design, digital product development, CRM strategy, omnichannel experience, POS & e-commerce integration
Context —
As Canada’s largest casual dining brand, Boston Pizza set out to deepen customer loyalty and modernize how it engaged with guests. The brand needed a unified way to better understand customer behavior, deliver personalized experiences, and create meaningful, ongoing relationships across both digital and in-restaurant touchpoints.
Challenge —
Transform a traditionally transactional dining experience into a relationship-driven ecosystem.
Unify fragmented customer data across digital platforms and physical restaurant environments.
Deliver a seamless experience across web, mobile, in-store, and customer service channels.
Enable both marketing and on-premise teams to easily manage, personalize, and activate customer interactions.
Drive measurable growth in customer acquisition, engagement, and revenue—without reliance on national media spend.
Approach —
Designed and launched MyBP, a fully integrated digital ecosystem connecting customer identity, behavior, and engagement across all touchpoints.
Built a scalable platform including:
• Mobile app and responsive web experience
• POS and e-commerce integration
• Lifecycle CRM and performance-driven communications
Developed tools for operational teams:
• in-restaurant capabilities to create, extend, and redeem personalized offers
• Connected Customer Service Portal to streamline support and issue resolution
Focused on data-driven personalization to deliver relevant offers, messaging, and experiences at every stage of the customer journey.
Ensured tight collaboration between product, marketing, and operations to align the experience both front-of-house and behind the scenes.
Creative Highlights —
Seamless Omnichannel Experience: Unified customer journey across mobile, web, and physical restaurant interactions.
Personalized Engagement Engine: Data-informed communications tailored to individual behaviors and preferences.
Operational Enablement: Empowered staff and support teams with intuitive tools to enhance real-time customer experiences.
Ecosystem Thinking: Designed not as a campaign, but as an evolving platform for long-term relationship building.
Outcome —
Generated $17M–$33M+ in associated revenue within the first year post-launch.
Acquired 275,000–445,000+ new customers.
Achieved ~100,000–140,000 app downloads shortly after launch.
Drove 47%–52% of online net sales through MyBP orders.
Delivered strong performance without a national media buy, relying on digital and in-store engagement.
Awarded Top Prize for CRM & Loyalty at the Shopper Innovation Awards.
Contributed to broader digital transformation and sustained revenue growth for the brand.
