Canada-based casual dining restaurant chain Boston Pizza International has named Peter Blackwell as its marketing and communications senior vice-president (SVP).

Blackwell joins Boston Pizza with 25 years of experience covering multiple industries. He previously held various roles with major companies such as Volkswagen Canada, Canadian Tire, Kraft Canada and Warner-Lambert Canada.

The new SVP will be responsible for the pizza chain’s brand transformation into an ‘approachable, family-friendly sports bar’.

Blackwell said: “I’m thrilled to join one of Canada’s best managed companies, and one of the country’s most beloved restaurant brands.

“I’m looking forward to working with some of the most innovative thinkers in the industry as to continue to transform and modernise the Boston Pizza brand to deliver the type of exceptional guest experiences that today’s customers demand.”

Boston Pizza recently launched a new design and urban expansion strategy including a new brand personality and tagline ‘Gather Round’ for Canada.

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It has added QSR Automations’ ConnectSmart Kitchen and DineTime platforms across its corporate and franchise locations to improve dining experience through technology.

The casual dining chain has also deployed pay-at-table functionality at its locations in collaboration with MyCheck.

Boston Pizza president Jordan Holm said: “As we continue to modernise the Boston Pizza guest experience, Peter’s combination of expertise, calibre and drive makes him an ideal fit for our future plans and long-term success.

“He brings a great mix of strategic leadership, diverse marketing experience, technical breadth, and passion for customer care.”

The casual dining chain currently operates more than 390 restaurants serving 40 million guests every year in Canada.