Andris Pone, president of Coin Branding in Toronto, said Boston Pizza has done a decent job over time in letting customers know that its menu features items other than pizza.

“Pursuing a stronger positioning around burgers isn’t too far-fetched for them,” he said. Still, he added, the broader positioning of Boston Pizza is aching for a reinvention, and has been showing signs of wear along with the rest of the full-service market characterized by chains such as Milestones and Kelsey’s.

“I don’t think there is a lot going on in that area of the market,” Pone said. “The real innovation has happened among those who have moved more upscale over time — Moxies, Joeys, Earls and Cactus Club.”

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