Eagle Boys reveals 3 key strategies powering its Papua New Guinea expansion
They're targeting a revamp of the 'authentic' Eagle Boys experience.
In late July, the Australian fast food chain Eagle Boys it has partnered with retail company CPL Group to launch its first store in Papua New Guinea, with plans to eventually build 13 stores by 2016.
To ensure the success of its expansion, Eagle Boys is determined to replicate the Eagle Boys dining experience in Papua New Guinea, if not even better than what locals have come to expect when visiting any of its 300 stores in neighboring country, Australia.
Eagle Boys outlined its three-point battle plan: Amplify its already strong brand connection with Papua New Guinea customers through community-based marketing, ensure menu quality is consistent with those of Australian stores, and establish strong logistics support, according to Eagle Boys Head of Marketing Kate Pettiford.
Community-based marketing
Eagle Boys plans to project the same key marketing message in Papua New Guinea as it does in Australia, which is that it provides good quality meals for families. Eagle Boys already has a strong and positive brand recall in Papua New Guinea, an advantage that it plans to leverage further through local community promotions.
“We will be partnering with CPL in many community-based activities that communicate our brand values while also utilising above the line advertising to encourage brand awareness. The Eagle Boys brand is very well recognised in PNG benefitting from 25 years of TV exposure and relatives of PNG nationals living and travelling to and within Australia during this time,” said Pettiford.
Same Australian taste
Because of its already strong reputation among Papua New Guinea diners who flock to the restaurant when visiting Australia, Eagle Boys is focused more on re-creating the same menu and flavors to avoid disappointing local fans.
“We have conducted research including a number of focus groups and menu trials during the last two years, which has resulted in a menu being developed reflective of the Australian menu,” said Pettiford.
“The pizza base, sauce and toppings and other products are sourced from Australia, or matched to the Australian flavour profiles. This is to guarantee consistency of flavour, a reflection of what the people of PNG have come to expect from Eagle Boys Pizza in Australia,” she added.
Logistics partnership
Logistics plays a huge role in Eagle Boys’ expansion plan. Customers will expect the same satisfying food quality when visiting any of the planned 13 stores, and will also be comparing them heavily to Australian branches. This requires the franchise to establish a strong logistics network for its food supply.
Pettiford said this daunting logistical challenge has been made easier through its partnership with CPL Group, which she describes as a “very experienced” retailer in Papua New Guinea with more than 130 retail outlets.
“They have an extensive network and experience in logistics management so we are confident that this will not be a problem. For example CPL Group already has its own central bakery and fresh fruit and vegetable processing centre,” said Pettiford.
