In Focus
DESIGN | Staff Reporter, Europe
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The Eagle Boys Express brand makeover

A fresh look for a new age.

The Eagle Boys Express Brand Manager Robin Heslehurst told QSR Media what was behind its brand redesign, and what it meant for the future of the company.

"The refreshed branding is modern, crisp and bright, allowing Eagle Boys Express to remain current in
the marketplace. It aligns with our continuously adapting range to meet the needs of the modern
consumer while also benefitting retailers," he said.

"Wherever possible in-store dining is incorporated. We have also moved across the Express business to merchandising all products in cold displays and cooking to order. This ensures customers receive the freshest product possible and reduces waste for franchisees."

The brand refresh is being rolled out across the Eagle Boys Express network, to complement the new
design Eagle Boys began implementing across all stores in November 2013. Heslehurst said that the idea behind the design should help customers feel comfortable and relaxed while making their purchases.

"The refresh also gives us an opportunity to engage new customers positioning us as a current brand,
with products to meet the lifestyles of consumers," he said.

NEW PRODUCTS

Not settling for only a redesign, Eagle Boys Express is also launching new products for its menu line-up.

"Eagle Boys Express at Sydney Airport’s T1 features our new range of EB Rolls including a fully
loaded kransky hot dog. Over time the menu will start to use fresh dough pizza bases rather than
using par-baked pizza bases," Heslehurst said.

"Breakfast can include a steak, bacon and egg roll or full fry up. Lunch and dinner - pizza, pasta,
sandwiches and oven baked southern style chicken, with all products cooked in less than three
minutes."

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