MyBP: The Loyalty Platform Behind $17M+ in Year-One Revenue

The Challenge

As Canada's largest casual dining brand, Boston Pizza had scale, but its guest relationships were transactional. Data was fragmented across digital and physical channels, so personalization and long-term loyalty were out of reach. The brand needed one ecosystem to modernize guest engagement without leaning on national media spend.

The Solution

As Associate Creative Director, I led the design and launch of MyBP, an integrated loyalty ecosystem across web, mobile, in-restaurant and customer service.

• Mobile app and responsive web experience for omnichannel engagement

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

• Lifecycle CRM and communications tailored to guest behavior

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

• Connected customer service portal

• Personalized offers and messaging across the guest journey

• Collaboration with product, marketing and operations

The Results

MyBP launched as a long-term relationship platform, not a campaign.

• $17M+ in associated revenue in year one

• 275,000+ new customers acquired

• 47%+ of online net sales through MyBP orders

• 100,000+ app downloads shortly after launch, with no national media buy

• Top Prize for CRM and Loyalty at the Shopper Innovation Awards

Client: Boston Pizza
Role: Associate Creative Director, Design