On May 1, national casual dining brand Boston’s Restaurant & Sports Bar (Boston’s) will roll out a brand refresh at its U.S. restaurants—repositioning themselves as “America’s Sports Restaurant’”and placing a stronger emphasis on its core products like pizza, pasta, burgers, and wings. The brand refresh will include a new company logo and a new tagline to solidify their in-restaurant sports experience. The company’s goal is to better align with its Canadian counterpart, Boston Pizza, Canada’s No. 1 casual dining restaurant, in an effort to establish a North American brand.

The rebrand at Boston’s Restaurant & Sports Bar is part of the company’s strategy as it enters its next phase of growth in the United Sates. The brand recently signed development agreements in California, North Dakota, and the DFW Metroplex which will fill the pipeline with 20 new restaurants, in turn nearly doubling the brand’s current footprint in the U.S.

“For more than 50 years, Boston’s has been a place for friends and families to gather. By streamlining our look and feel in the U.S. to be more aligned with our Canadian locations, we are positioning the company for future expansion and empowering our core of American franchise partners,” says Eric Taylor, president of Boston’s. “The Canadian brand has seen incredible success and has really established themselves in the hearts of people across the country. We’re wanting to replicate that here and really become a part of people’s lives in the communities in which we operate.”

As a part of the rebrand, Boston’s will introduce new menu items, including a Whiskey Cake dessert and a Veggie Quinoa burger, and will implement key improvements to fan favorites, like an enhanced thin crust pizza offering, from-scratch salad dressings, and meatier, saucier chicken wings. Boston’s offers a contemporary, sit-down family dining atmosphere with a separate sports bar, allowing for family and friend gatherings of all sizes. While Boston’s specializes in gourmet pizza and pasta, its menu features nearly 90 items including salads, sandwiches and a variety of favorites such as burgers, wings and ribs, giving guests an offering of traditional American cuisine.

“At Boston’s, we are always searching for new ways to bring our fans the best in sports and the finest handcrafted food—we’ll always give Boston’s fans something to look forward to time and time again,” says Taylor.

Casual Dining, Chain Restaurants, Industry News, Boston's Restaurant & Sports Bar