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. 
BostonPizza International Inc. is Canada's No. 1 casual dining brand with 
more than 345 restaurants inCanada. Annually,BostonPizza 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.BostonPizza 
International Inc. is located inRichmond, B.C., and has regional offices in 
Mississauga, Ont., and Laval, Que. For more information, 
Perry Schwartz Director of Communications, Boston Pizza International 
Joe Cariati High Road Communications 416-644-1378 
SOURCE: Boston Pizza International Inc. 
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CO: Boston Pizza International Inc.
ST: Ontario
-0- Apr/01/2013 16:30 GMT
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