Eagle Boys outlook for 2011

Todd Clayton, CEO, Eagle Boys sits down with QSR Media to discuss the evolution of their brand, from their product to their new store design and to discuss what their plans are for the coming year.

QSR Media put the following questions to Todd:

1/. Tell us what's in store for Eagle Boys in 2011?

For Eagle Boys, 2011 can be summed up in three words:

1. Expansion, adding more than 40 new stores and working our way to becoming Australia’s number one pizza maker

2. New Menu extension adding a value gourmet range, recognizing the changing taste buds of Australians and catering to different budgets and occasions

3. Innovation, embracing new online ordering website, mobile apps and ways to enhance the customer experience

2/. Your menu has changed a lot with the introduction of many gourmet pizzas, how is this been received and how do you get this message across?

Eagle Boys believes Aussie gourmet pizza lovers have been ripped off for far too long. Having real, quality and fresh ingredients on your pizza shouldn’t mean you’re slugged with a hefty price tag.

Eagle Boys has launched a new range of gourmet pizzas showcasing real, fresh quality ingredients like Moreton Bay Bugs, scotch fillet, bocconcini, brie, perri perri chicken, prawns, calamari and salmon.

Australians’ appetite has changed and there’s a growing number looking for better tasting, better quality pizza, but don’t want to pay $15, $20 or more for a single pizza.

Eagle Boys’ gourmet pizzas are up to half the price of gourmet pizzas cooked up by other pizza makers.
The new gourmet pizzas mark the next evolution of Eagle Boys. By offering gourmet pizzas, along with value favourites and traditional pizzas, starters, sides and desserts, Eagle Boys ensures it provides a great choice for everyone, regardless of budget or occasion.

3/. Your store design has had a total overhaul, what reaction are you getting to this and will you be rolling it out across the network?

We are getting great feedback about our new store design – it’s the biggest store design makeover in its 24 year history. It seems to be achieving our goal of improving the experience of pizza lovers and to capitalise on the latest in technology and design.

Existing stores are converting to the new design, while all new stores feature the design.

For the customer, the new store design sees space maximised in the waiting area, additional customer seating, repositioned menu boards and inbuilt fridges. Behind the scenes, streamlined kitchen areas improve pizza making efficiency.

Enlarged photographic images on the walls, along with natural wood and earth colours have been used to reflect the Eagle Boys’ “Real” brand.

Today, food retailing is built on ‘customer-centricity’ – a focus on and an understanding of what customers want and need.

About 50% of all sales are pick-up orders so customers are physically interacting with us at our stores. For this reason, we need to ensure it is a positive experience which meets their expectations. A contemporary store design is just one part of this equation, along with great-tasting pizza and excellent service.

The new design is not only functional for customers and for staff, but also makes the most of current trends in technology and style. By adopting a fresher and more eye-catching store design, we expect not only retain loyal customers but also attract new ones.

4/. What trends do you see for the industry in the coming year?

The economic uncertainty of 2010 is beginning to weaken but will still see consumers seeking value purchases. However, this doesn’t necessarily mean the “cheapest”, but rather which products offer the best value for the quality. That’s where we see our new gourmet pizza range fitting in – real quality and real taste for real value.
Other trends include:

· Customer experience – regardless of the price tag, customers increasingly demanding quality service

· Digital touch points – customers want to order pizza when and how they choose, whether that is in store or from their home, mobile or internet

· Retail theatre – bringing the pizza making process forward

5/. What are the big issues facing the industry?

Some of the key issues of 2011:

. Containing food costs – the impact of floods on food supply and costs will be an immediate issue

. Growing competition in the food retail space, whether it is other quick service restaurants or people choosing to cook at home

. Health – consumers continue to seek out healthier choices and have access to nutritional information

. Consumer spending and sentiment – particularly if there are further interest rate rises