This won't work in the winter

Domino's Pizza Flier - June 25, 2012

There are few activities in Canada that say summer more than barbeque (BBQ). This morning this flyer from Dominpo's Pizza arrived in my mailbox. It seems prefectly timed for BBQ phobics in the summer.

Is BBQ really an alternative for pizza? In consumer behavior they walked about the "evoked set". For example, a consumer's "evoked set" of luxury sports cars might include Ferrari, Porsche, Lamborgini, and Maseratti.

So my question is, what is the "evoked set" of summer time foods? BBQ, with hamburgers, hot dogs, steaks, etc. I don't see pizza as a real alternative to food cooked on the BBQ, but some people might. The other question is how can Domino's position itself in the winter. The BBQ comparison won't work at -40C.