They launched a new look for the brand.
Eagle Boys Pizza unveiled the brand’s ‘biggest change’ in its 26 years in the business.
The pizza chain launched a new look for the brand, from its logo, to the store’s design, the staff’s uniforms, and even to its pizza boxes.
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Below is a Q&A with Bruce Scott, Eagle Boys Pizza CEO and Kate Pettiford, Eagle Boys Pizza Head of Marketing.
QSR Media: Why did you decide to refine your branding and store design?
Pettiford: It was time, the brand needed evolution to become more relevant and connected with customers. It had been in the wings for 18 months.
QSR Media: How will your brand refresh distinguish you in the highly competitive pizza marketplace?
Pettiford: It is very competitive. We decided to go back to our core brand values and have a more local approach, which is part of the brand's DNA.
Each store is reflective of their local community.
We spoke to each franchisee individually about what they wanted, the process was a partnership.
It is about delivering back to the community and being part of the fabric of the community rather than just a large national brand.
QSR Media: What do you think the Refresh will do for the EB business?
Pettiford: I'm expecting it to differentiate us, to show who we are, show the spirit of the brand, make Eagle Boys a much stronger part of the community.
Scott: We also looked at our menu offering and how we can improve that, and had a targeted approach for local regions.
QSR Media: What kind of Logistic Challenges did this "tailored" approach present?
Scott: Not as much as you would think, we have a good logistics and procurement department that has executed this seamlessly.
QSR Media: Can customers expect a markedly different brand experience with your new concept stores compared to that of your existing stores?
Pettiford: Yes it is a marked difference in the EB experience from the top down. It is a much happier feeling for the in-store experience as well as the new menu.
An example of this is our "happy bell", which gets rung when customers are having a good time.
Scott: Yes it is about creating a sense of occasion, that we value the trust our customers have given to us to provide a good meal experience. We want to give them some happiness through our product.
QSR Media: What might surprise people with the new look Eagle Boys?
Pettiford: It is a lot more modern with a fresh feel. We have received great comments about the new look and that it has the sense of a new beginning.
Scott: It is also relevant to the digital age, for example the stylisation of stores, the new website, the new ordering process. It is relevant and relatable to our customers.
QSR Media: What kind of a boost in sales do you think the refresh will deliver?
Scott: it is hard to say, we have seen some really positive results with double digit growth, it has only been couple of days, but it is very well appreciated and supported.
Pettiford: An important element of our re-fresh is EB Happiness Fund.
This is all about giving back to the community, rather than supporting a large national charity, we have decided to support local initiatives such as a pizza party at the local hospital.
Our franchisees and staff will keep pushing through with this messaging and making people smile.
QSR Media: Can we get an update on PNG?
Scott: We have opened 4 stores with 9 under construction in the next 12 months.
There has not been much change to the menu and the logistics are all going well. Based on this we are being approached by other Food Retailers to go into other Asian Pacific markets.
It is all about partnering with really good food retailers, to provide good in store experience and product.
QSR Media: It would be good to get an update on what's happening in your online ordering space, what percent of sales do you get via digital channels?
Pettiford: We currently have 35% sales through digital channels, that will grow organically as it is an area of convenience.
Our digital experience is constantly evolving for example free click order, order on the go, tailoring an iPad app. This is a huge focus moving foreword.
QSR Media: Any plans to sell or float the network?
QSR Media: Any further comments?
Scott: Our organisation is dynamic and flexible and will continue with its growth and developmen
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