Every week, it seems, Eagle Boys pizza, the second largest pizza chain in Australia with 300-plus units, announces something new about its executive lineup. Most recently, they appointed a new marketing head, Christine Hooper, to help drive branding. Hooper's initial focus is to develop Eagle Boys' largest marketing campaign in its 23-year history – the recent launch of 31 new menu items, many of them healthy, all of them dictated by the fast-changing tastes of the local market.
 
Hooper will also help spearhead the company's most immediate expansion plans in the premium Australian markets of Adelaide and Sydney. But CEO Todd Clayton didn't rule out the United States.
 
"We definitely have the systems and the infrastructure to expand (internationally)," he said. "With the success we have had here in Australia competing against the world's top two chains, we know also we have the offering."
 
Clayton led 12 months of extensive research on taste tests and the preferences of his local market for this recent momentum-maker. Clayton said the people of Australia have reached a sort of critical mass with their preferences, due to access to a wider variety of cuisines, lifestyle food shows and Internet access to thousands of recipes.
 
"Research showed about a third of people were more interested in trying new food flavors than they were a year ago and would combine this with normal purchasing behavior as an ‘add on' or treat," he said.
 
The exhaustive rollout has included 22 gluten-friendly options; healthier pizza offerings, including the lowest-fat vegetarian item in the nation; sides like loaded potato skins; new premium pastas and pizzas; healthy kids items; three new desserts, including the newest, a chocolate fudge mousse; and a range of drinks.
 
The new menu items were launched March 28 of this year. Clayton said sales spiked by 15 percent in the following three weeks, and online ordering traffic increased beyond expectation.
 
But Clayton also said the occasion for pizza is different in the United States than in Australia, where pizza is primarily a "home meal replacement." The country does not have a large grab-and-go slice market, he said.
 
"Remember, McDonald's only came to Australia in the early ‘70s on a large scale," Clayton said. "Delivery pizza started in the ‘80s, so dining out in the QSR sector here in Australia is relatively new. BIS Shrapnel research (indicates) Australians are only just make eating out a way of life in the past few years."
 
Now with a reworked product, Clayton said the company's focus will shift to building brand equity across all facets of the business. The company recently brought business technology in-house, and Clayton said his team is poised to bring new service innovations to its customers throughout the year.
 
 

Related Content

User Comments – Give us your opinion!
Products & Services

Javarama coffee

http://global.networldalliance.com/new/images/products/6961.png

6961/Javarama-coffee

PCI Compliance Managed Network Services

http://global.networldalliance.com/new/images/products/4123.png

4123/PCI-Compliance-Managed-Network-Services

Digital Menu Boards

http://global.networldalliance.com/new/images/products/6681.png

6681/Digital-Menu-Boards

Social Security Number (SSN) Verification

http://global.networldalliance.com/new/images/products/SSN_employmentsearch.gif

1426/Social-Security-Number-SSN-Verification

Operations Support

http://global.networldalliance.com/new/images/products/6409.png

6409/Operations-Support

Pizza POS Software

http://global.networldalliance.com/new/images/products/5937.png

5937/Pizza-POS-Software

PeopleMatter HIREā„¢

http://global.networldalliance.com/new/images/products/4625.png

4625/PeopleMatter-HIRE

Mexican-Style Meats

http://global.networldalliance.com/new/images/products/6795.png

6795/Mexican-Style-Meats

Custom Digital Signage Templates

http://global.networldalliance.com/new/images/products/6683.png

6683/Custom-Digital-Signage-Templates

Put your menu in your customers' pocket

http://global.networldalliance.com/new/images/products/1293.png

1293/Put-your-menu-in-your-customers-pocket

Digital Menu Boards and ROI
Fast Casual Executive Summit
Request Information From Suppliers
Save time looking for suppliers. Complete this form to submit a Request for Information to our entire network of partners.