Eagle Boys Pizza refocuses and strengthens brand

Nick Vincent, Eagle Boys Pizza General Manager Retail told QSR Media that although the chain experienced a period of store closures, the chain is back on track and is now in the build phase both in Australia and internationally.

Store count currently stands at 220 (in Australia and OS) and growing.

In the last week alone, the pizza chain opened two new stores in Mt Warren Park, Queensland and Tamworth, New South Wales.

Eagle Boys Pizza is opening up old territories and leveraging its current brand strength. Vincent shares that the chain has a big opportunity to reopen territories, particularly franchised stores in Perth, some areas of Sydney and Brisbane.

"Our big selling point is our low entry point. We've reduced the cost significantly and have built a more cost efficient entry point model because of better store design and better efficiency in build," he said. "For $250 thousand, franchisees can get a new Greenfields store which increases their potential return on investment."

"We are very positive about these new opportunities and about opening new stores," he emphasized. "We are bringing new life into the brand and we're starting to see a lot of momentum with all the changes."

Vincent noted that Eagle Boys Pizza will be spending $1 million in advertising and will have a real focus on above the line promotions. The chain will be focusing on the digital front as well, for instance it recently announced it simplified its online ordering methods to three clicks.

Meanwhile, on the international front, the pizza chain opened its first store in Fiji and currently have five stores in Papua New Guinea. According to Vincent, "growth in India is also going very well, we have 13 stores and are planning to double the number to 25 by the end of September.”