Boston Pizza ran this ad today in Montreal newspapers.

But you can go to Montreal Pizza!

That’s right, the Canadian-based restaurant has changed its name throughout its 26 locations around Montreal, an identity switch that will remain in place throughout the entire first round playoff series between the Bruins and Habs. Or at least that’s what I interpreted based on a rough translation of the La Presse story linked above, and my grade nine French skills (I really only remember how to ask permission to go to the washroom).

Depending on where you live, and your view of Canada’s hockey obsession, this either instinctively makes your face hit your palm, or it’s a genius marketing move. We’ll go with the latter, mostly because no matter what the legion of Habs haters think, Boston Montreal Pizza’s mission is to make a profit selling their food to locals, and in this case the locals are the Habs-crazy people of Montreal. Even if the Canadiens are ousted quickly, this buys at least a week of recognition for a fun marketing gimmick.

This isn’t the first time some of the Montreal merchants and restaurant owners have catered to the rabid Habs passion in the city at playoff time. Last spring after the Habs upset Washington and were preparing to face Sidney Crosby and the Penguins, a restaurant placed Crosby’s jersey outside of its entrance so gleeful patrons could stomp on it.

Yep, Crosby thought that Olympic gold medal he sealed for the country just a few months earlier would trump anything. Not in Montreal, Sid, and definitely not during the playoffs.

Comments (7)

  1. The true test for “Montreal Pizza” will come if the Habs end up playing the Sabres at any point. I’m looking forward to enjoying some tasty “Montreal Wings.”

  2. If they were real fans, they wouldn’t eat there anyway, playoffs or not.

  3. @ Rick M – NICE!!!!!

  4. Steve, it’s fun, a joke, playful, and a goofy game called hockey. Lighten up. The Habs don’t care about you.

  5. I think this one goes the distance with the Bruins advancing with a win in Game 7 on home ice. Home ice is going play a huge role in this series and I would not be surprised if the home team wins each game.

  6. [...] the spirit of hockey fans in Montreal. Their fierce and undying love for the Habs has the power to change the name of established chain restaurants, and make goaltenders into the second coming or our lord and saviour.Yes, bending the iron will of [...]

  7. [...] see if the name change of Shark Club bars across British Columbia has the same effect as Montreal Pizza, which was solely and single-highhandedly responsible for knocking the Habs out of the playoffs [...]

Leave a Reply

Your email address will not be published. Required fields are marked *