Eagle Boys Pizza overhauls their store design
QSR Media catches up with Eagle Boys Pizza about their store design overhaul and what it's doing for their business. Eagle Boys Group Executive Marketing, Christine Hooper, has the following responses:
Q. Why did you decide to transform the stores?
To complete the customer experience. Our brand has three main customer touch points - advertising, in-store and product. We only had two out of three of these, and so our new store design was the final piece of puzzle. The QSR industry had raised the benchmark in store design, so we needed to make sure we met this.
Q. How are customers reacting to the new design?
They love it! It's warm, inviting and is much easier for customers to order because of the double menu board space.
Q. What affect does design have on the consumer experience?
Design affects the customer's overall experience with the brand. Firstly, it affects how long they spend in store. And if menu boards are laid out the right way, it can increase the chance customers will spend more. At Eagle Boys, we've worked hard to inject a perception of quality into brand, and our store image needs to reflect this value.
Q. What difference has it made to the Eagle Boys business and brand?
Redesigning our stores really completed our 12 month transition to our new branding and positioning. It has also helped our stores grow their average transaction value.
Q. Will you be changing staff uniforms as well?
This is currently under consideration.
Q. Any more new information about the new store model and how it is doing?
In the next 12 months, we're expecting to build 50 new stores which will feature the new design. We have also had extremely positive feedback from our existing network who are keen to convert to the new store image.
