Pizza Chain Creates A Box That Transforms Into A Bed Tray

Pizza Chain Creates A Box That Transforms Into A Bed Tray
Packaging & Product Engagement

Just in time for Father's Day, Boston Pizza added some handy functionality to its standard cardboard packaging, debuting a box that folds out into a useable tray as the chain caters to consumer behavior like eating in bed

Rachel Gonzalez
  • 18 june 2018

Canadian fast food chain Boston Pizza has created a pizza box that folds out into a table for the ultimate slice-eating experience. The promotion for Father’s Day debuted a cardboard box that at first appears like any typical pizza container, but soon reveals built-in legs that fold out and lock into a tabletop.

The fold-out box allows consumers to take their pizza anywhere, particularly even while lounging in bed or during a Netflix binge, which the chain is promoting with its “In Bed” campaign. Adrian Fuoco, Senior Director for Marketing for Boston Pizza International, explains, “As Canada’s pizza leader, we’re always looking for new ways to make pizza-eating more fun and convenient for our guests.”  “With more TVs in bedrooms than ever and more seasons to binge-watch, now’s the perfect time for this kind of pizza innovation.”

Boston Pizza is clearly taking stock of consumer behavior and upping its appeal by catering to their habits and preferences, like lounging in bed while enjoying a pie, and is thinking outside the box to creatively satisfy consumers. The fold-out was only available for a four-day period on June 6-11, but consumers are holding out hope that the special model will make future appearances.

Boston Pizza

Lead image: Boston Pizza via Twitter


+Boston Pizza

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