How do you get Montreal and Vancouver hockey fans to like you when you’re called Boston Pizza? During the Stanley Cup playoffs? When the opposing team is the Boston Bruins? You change your name, that’s how. We corrected the Boston Pizza signature. The word Boston was crossed out with what looked like a felt pen, and replaced with Montreal in Quebec restaurants, and Vancouver in British Columbia. We rebranded the stores inside and out. Pizza boxes, staff t-shirts, in-store banners, etc. were similarly 'corrected'. In the end, the fans liked us. A lot. And they told all their friends.