>Location Analysis of a Franchise Resturaunt > >Kristoffer Eyvindson <peter@the.link.ca> >University of Saskatchewan >Geography 319.

3 > >Problem Statement: > Boston Pizza International Inc. is a Canadian owned and operated >restaurant. It has many facilities in Canada and has opened facilities in >the United States and in Southeast Asia. Boston Pizza is penetrating >further into the Canadian market and is opening at a new location on 8th >Street in Saskatoon. The chosen location has been the home of many previous >restaurant failures. It seems odd that any restaurant would want to open in >a location which has proven to be unsuccessful. What characteristics does >Boston Pizza have that other restaurants don't have that may allow this >location to be successful? This new location will be the second Boston >Pizza franchise in Saskatoon, complimenting the facility operating on 50th >Street. Will the market areas of these two restaurants overlap? >* * * * * > The early beginnings of this restaurant occurred in Edmonton, >Alberta. In 1963 the first Boston Pizza and Spaghetti House opened. The >name of the restaurant is seemingly odd because Boston is the name of a city >in the United States, and has nothing to do with a pizza restaurant located >in Edmonton. Ron Coyle, the original owner, named the restaurant 'Boston' >because the Boston Bruins NHL hockey team was the favorite of the Edmonton >area in the 1960's and he wanted his business to use sports as a promotion. >Another reason, which may have been more of a coincidence, was that his >accountant's surname was Boston ("only way", 37). > Boston Pizza and Spaghetti House became a popular restaurant and in 1968 it >began to operate as a franchise. In mid-1968, Jim Treliving, a former drum >major for the RCMP, and his friend Don Spence bought the franchising rights >for British Columbia with the exception of Vancouver. They opened their >first unit in Penticton, British Columbia, and in the first year of >operation the pizza restaurant grossed $52,000 and the nightclub which was >co-located with the restaurant grossed $80,000 (Cameron, 16). > Meanwhile, franchise units opened in Edmonton, Winnipeg and Vancouver. As >the pizza chain grew, Treliving and George Melville (who had become involved >with Treliving's restaurants as a financial planner) became involved in real >estate ventures in Hawaii and the Okanagon Valley and also in oil >investments in British Columbia (Cameron, 16). In 1983, these two men >purchased Boston Pizza Spaghetti House from the original owner Ron Coyle for >$3 million. This money was raised from private lenders ("recipe is simple", >16). During that same year, the headquarters of Boston Pizza was moved from >Edmonton, Alberta to Richmond, British Columbia where it is found today. > In the past decade, #1601 8th Street East has not been a very successful >location from which to operate a restaurant. Since 1985, four different >restaurants have occupied the facility. This location originally housed >Ponderosa Steakhouse from 1975 until 1984. The restaurants which occupied >the facility over the past decade were: Geno's Pizza (1985-87), East Side >Sids (mid-1987-88), Taster's Whole Earth1(1989-1990), and Just Buffets >(1991). Since 1992, the facility has been vacant. > In 1994, Boston Pizza became interested in this location. Although the >location had been unsuccessful in the past, a new Boston Pizza facility will >more likely operate successfully. The previous building, torn down only a >few months ago, was a dull brown color which didn't attract attention. The >new Boston Pizza building will use the kitchen of the old facility, but the

Instead Treliving and Mwlville wanted to look after the other >people's stores so that there would be no favouritism. >The center barrier on 8th Street makes Boston Pizza accessible to vehicles >traveling west only. However. Boston Pizza is a popular restaurant. provided transient customers >on weekdays. "The system [franchising] provides franchisees w ith >a brand name. Thus. > When the 8th street location opens its door. however. after work these >same people may stay and relax at BP's lounge. a proven business system and ongoing support" ("30 years". The problems which a franchisee may experience have >already been encountered by the franchisers over the years. W hen >Treliving and Melville bought Boston Pizza in 1983. a market will already exist . "the two men owned 16 of >the 36 existing outlets. >It is shaped and colored in a way that will grab the attention of vehicular >traffic. >may decide to eat lunch at Boston Pizza. >81). The Airport and Saskatchewan Place have >also provided some of Boston Pizza's customers. > The 50th Street Boston Pizza is located relatively close to the Saskatoo n >Airport and Saskatchewan Place. > One problem remains. After Billy >Graham spoke at Saskatchewan Place in late October. Vehicles traveling east would find it difficult to >access Boston Pizza. The 50th street facility has not been a very successful operation >since its opening. Therefore many potential customers will pass by and >find another place to eat. An alternative location for a Boston Pizza in the >north end of the city would be on Idywyld Drive. the >franchiser has learned how to overcome the obstacles which may come about >and the franchiser can provide answers to all the important questions: >"What type of location is successful? What size trading area will ensure a >large enough customer base? What are acceptable labor costs? What lease >cost is acceptable? How much parking does a location require? What >upcoming demographic changes will affect the business?" ("30 years". A franchisee takes a smaller amount of risk than starting his or her >own business because he or she buys into a system for which the unexpected >has been planned. After large events at >Saskatchewan Place. the restaurant was >packed. In order to >concentrate on franchising. > According to Treliving. this location has only a few late evening visitors. 81) > Boston Pizza uses the business format franchise: > . Treliving and Melville created a "management >consulting firm" ("recipe is simple". > Business success can be attributed to the use of a franchising system. Boston Pizza is not close to any hotels or motels and >so only a limited number of travelers come to eat. >People working at the nearby businesses Bank of Montreal and Jubilee Ford. Families looking for a >convienient place to eat quality food may decide to eat here. This >street is also much more accessible to families. > The location of this new Boston Pizza will not affect or be affected by >the operation of the 50th street location which has been in operation since >1987. Usually. It >has not been very successful at attracting families because of its >inconvienient location. Its location has. but sold them all to new franchisees" ("recipe is >simple". The building has an angular bright red roof and will have a bright >red and blue sign when construction is complete. 16). Treliving didn't want to compete with franchisees that were >recruited. although it is >close to the airport. 16).>service area is being constructed similar to other Boston Pizza restaurants. In the evening. Many employees who work at nearby industrial facilities eat >lunch here. Traffic flows to and from >the Airport and Saskatchewan Place are much larger on this street. and it is a problem that Boston Pizza can not chang e.

compared with >18 percent of independent businesses ("30 years". In 1986 Boston Pizza went one >step further and introduced salad into their menu. > Treliving has attributed his success to the use of a franchising system. > Franchising has proven itself a strong system that works. and provides training for franchisees before they begin >to operate their new franchise.. The package or blueprint is >carefully prepared from the company's wholly-owned and/or pilot operations. because they have invested >their own money and therefore are more likely to succeed. 48). "There are two months training and two >meetings each year attended by all franchisees. 36-7). and diverse menu (Cameron. Boston Pizza has always prided themselves on using only fresh >ingredients when making their gourmet pizza.200 ("30 years". 24).>[The] business format franchise involves the use of not merely goods and >services identified by a trade mark or invention. 16). Ma and Pa are either forced to generate a higher >quality product or go out of business. Quite simply. a lower quality of delivered pizza was accepted because the person >responsible for making the pizza was far away.. >The restaurant "offers exotic pizza flavors and a broad menu of pastas. 81) . >"Restaurant chains like McDonald's. 16). >thereby minimizing the risks involved in setting up a conventional small >business (Felstead. >salads and grill fare" ("Boston Pizza says. with the methods used by other successful restaurants. > Treliving also compares his franchise method. as a >business system. franchising works" ("30 years". > Advertising a diverse menu has been one way Boston Pizza has drawn >customers. but a package or >'blueprint' containing all the elements necessary to establish the business >and run it profitably on a predetermined basis. "Franchising businesses account for 42 >cents out of every dollar spent on retail goods and services today. 72). In 1989 16. Since then Boston Pizza has >become dedicated to offering and highlighting a diverse menu which can >satisfy a broader range of consumers (Mackin "more than a feeling". 81-2) . They have reflected this >diversity in their latest broadcast campaign which was released in late 1994 . they >complain to the server if the food is sub-standard. 16). > A person with no previous experience who opens a new business runs a >considerable risk. > Boston Pizza provides plans for a building. "Research has shown that >one of the best and most loyal customers is the one who had a complaint that >was satisfactorily resolved" (Lewis & Chambers. 16). >In order to provide training. Customer complaints can be used as >opportunities to learn about customers problems. which is exclusively >franchising. "one company-owned unit in Richmond serves as >a classroom and training headquarters" ("only way". in a restaurant where people sit down and have a meal. and the delivery person was >gone by the time you began to eat so there was no one to complain to. and that number grew >in 1992 to 20. >gourmet pizza. Because Boston Pizza >also delivers pizza. These complaints are >inevitable because nothing is perfect. Boston Pizza uses >the franchising system exclusively and believes that franchisee >entrepreneurs are more motivated than managers. In the >past. >However. This addition was found >to attract female customers (Cameron. This risk can be seen by considering the following >statistics: Half of all non-franchise restaurants close within the first >year and the United States Department of Commerce has stated that 90 percent >of franchise businesses are still in operation after 10 years. and that >number is expected to grow to 50 cents by the year 2000. Burger King and Pizza Hut have a mix of >franchisees and corporate managers" ("30 years"." ("recipe is simple". 81). helps the franchisee to >choose a location.50 0 >franchised establishments were operational in Canada. 79). 3). He believes that "Ma and Pa >pizza operations [which specialize in delivery out of a small facility] are >going the way of the dinosaur" because "they can't keep up with our >high-tech society and emphasis on gourmet pizza" (Cameron.

Boston >Pizza can then become familiar with the differences between the foreign >market and markets in Canada and the United States. The new markets can be >treated accordingly. and a salad >bar would be available. >Boston Pizza serves 3 distinguishable markets: business lunch..>across western Canada."(Boston Pizza says. 1993: 1. >but the menu had to be changed in order to suit the culture better: no >alcohol would be served. 1992: B5. The Chinese like the style of the >restaurant because it possesses a "North American concept" (Mishima. The Boston city location of the Cheers bar was one connection which >helped in selecting this character. > The restaurant franchise has proven that they can overcome cultural >differences by opening many successful facilities in Southeast Asia. D2) . D2). > >"Boston Pizza exclusive. Boston Pizza can "tap into the local >culture"("30 years". > The newly released broadcast campaign also featured television star John >Ratzenberger." Canadian Hotel & Restaurant v. If Boston Pizza located on 8th Street in >Saskatoon is to succeed it will probably be due to the fact that it is a >franchise operation which is nationally advertised and is known for its >quality food.98(42) October 18. > Further development of a stronger network of Boston Pizza restaurants >throughout the Pacific Rim is of primary interest. > In August 1992. A new slogan . Boston Pizza opened the "first pizza restaurant in >Guangzhou." Vancouver Sun. > >"Boston Pizza splits with agency.conveys the >message that Boston Pizza serves more than pizza. or post-ball game >crowd ("only way to go".." (Mishima. The agreement was a joint venture >between Boston Pizza International. >D7). and a late night post-cinema." Marketing v. 79) as it moves into the foreign markets. a family >enjoying a dinner together. The >franchising system allows them to do the same at a less significant level >within more familiar markets: "We accept that there are regional differences >that we have to adapt to. corn soup. 3)... 1988: 7.K."'Come and get it all'.64(1) January 1986: 10. > >"Boston Pizza opens new headquarters. > >Bibiliography. and a smaller pizza size. The >restaurant took its first steps to expand into the international market when >the first Asian outlet was opened in Tai-chung. who is known as Cliff the mailman from the Cheers television >series. . the Chinese Government and a local >franchise operator. Wong. "Ratzenberger's klutzy mailman evinced a >certain 'humor and humanity' the restaurant would like to project. 3) making him a fine choice to speak to Boston Pizza's diverse >market..93(32) August 22. but there was also another factor. By developing through >joint ventures with Asian partners. China. Treliving and Melville both remark that this location is >responsible for making Boston Pizza "known internationally" ("pans out". Boston Pizza were fortunate to have three outlets on the site o f >Expo 86. 79). [and] >the character also appeals to viewers across generational lines" >(McCullough." ("only way to go". Taiwan in the year 1988.". January 22. The franchising system is the only way to go >because the owner lends his or her personal touch depending on the >location. > >"Confucius say. 37).. B17). The three parties made an arrangement to >share the profits ("Boston Pizza. 'Mama mia!'" Marketing v. T. > In 1986. 37). The publicity that was attained through Expo 86 spawned interest from >businessmen in other countries which would later result in growth. Treliving has spoken for >Boston Pizza: "Our plan is to develop the Asian market through joint >ventures with Asian partners" ("30 years".

The Corporate Paradox: Power and control in the business >franchise. Toronto: Pergamon >Press. July 5.96(45) November 11. Bob. Jim." Marketing v.92(7) February 16.. Alan. Location: analyzing the >retail environment. "Boston Pizza expands to untapped Chinese market: >Guangzhou Restaurant opens this summer. 1993. > >Mackin. Jr. > >Mendelsohn. Matin. 3rd Edition." Vancouver Sun. 1987: 16. Ken & Simmons. Location.> >Felstead. >1991: D2. 2nd Edition. "Boston Pizza moves $1m AOR business to Glennie Stamnes. Jr. 1982. > >Mackin. > >Hogben David. 1991: 4.." >Marketing v. > > . "Expo 86 keeps pizza order coming. Location. The Guide to Franchising. > >Jones. Bob." Marketing v. London: Routledge.97(6) February 10. >1992: D2. > >"New account for Grey.

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