BOSTON PIZZA - MyBP LOYALTY ECOSYSTEM

The Challenge

As Canada's largest casual dining brand, Boston Pizza had built its business on scale - but customer relationships remained largely transactional. Guest data was fragmented across digital and physical environments, making it impossible to deliver personalized experiences or build meaningful long-term loyalty. The brand needed a unified ecosystem that could modernize guest engagement across every touchpoint without reliance on costly national media spend.

The Solution

I created the design and launch of MyBP - a fully integrated digital loyalty ecosystem connecting customer identity, behavior, and engagement across web, mobile, in-restaurant, and customer service channels.

• Mobile app and responsive web experience built for seamless omnichannel engagement

• POS and e-commerce integration unifying digital and in-restaurant transactions

• Lifecycle CRM and performance-driven communications tailored to individual customer behaviour

• In-restaurant tools enabling staff to create, extend, and redeem personalized offers in real time

• Connected Customer Service Portal streamlining support and issue resolution

• Data-driven personalization delivering relevant offers and messaging at every stage of the customer journey

• Cross-functional collaboration across product, marketing, and operations to align the experience front-of-house and behind the scenes

The Experience

MyBP launched not as a campaign but as a long-term relationship platform - and the results reflected that ambition. The ecosystem generated $17M to $33M+ in associated revenue within the first year, acquired 275,000 to 445,000+ new customers, and drove 47% to 52% of online net sales through MyBP orders. The app reached approximately 100,000 to 140,000 downloads shortly after launch - all without a national media buy. The program was awarded Top Prize for CRM and Loyalty at the Shopper Innovation Awards and contributed to sustained digital transformation and revenue growth across the brand.

Client: Boston Pizza
Role: Associate Creative Director, Design