Eagle Boys taps into new customer base for growth plans

To try and attract new customers in its quest to expand, Australia's Eagle Boys Pizza has partnered with Video Ezy's Flash Rewards program.

Beginning next week, Eagle Boys will roll out a nationwide offer as part of the video retailer's 12-month membership program.

The partnership gives Video Ezy Flash Reward members access to an exclusive $4 off of Eagle Boys large traditional pizzas, in addition to the other exclusive discounts they receive for food, beverages, books, movies, music, events and more.

Eagle Boys CEO Todd Clayton said the Video Ezy partnership is part of the company's plan to generate a broader consumer base and grow its footprint.

"While Eagle Boys is Australia's second largest pizza maker, we still see, and seek to identify, many potential markets for us across the country as we work toward the number one spot," Clayton said. "The Video Ezy partnership is a great opportunity for our franchisees to network and identify emerging demand by talking to new customers."

Currently, Domino's Pizza has the largest presence in Australia. Eagle Boys claims it recently surpassed Pizza Hut as No. 2. In its quest to hit the top spot, Eagle Boys has outlined an expansion plan for 2011 that includes opening an average of more than one new store each week during the first six months. The company has invested $18.5 million toward this goal.

International growth on hold for now

Eagle Boys currently entails more than 335 franchised units throughout Queensland, New South Wales, Victoria, South Australia, Western Australia, the ACT and the Northern Territory.

The company's immediate expansion plans do not include international markets, however that will likely change moving forward.

"While we're focused on the domestic market at the moment, we recognize there is a gap in the global pizza market for real quality menu offerings. The international pizza franchise market is saturated with cheap menu options, so Eagle Boys is keen to explore the overseas market in the near future," said Christine Hooper, group executive, marketing.

In the meantime, Eagle Boys is focused on growing mostly in the Sydney market throughout 2011. Of its ambitious one-unit-per-week plan, more than 50 percent will be located in and around Sydney. The ultimate goal is to surpass Domino's as the largest pizza maker in the country while maintaining a quality, diverse menu.

"While offshore growth does pose many future opportunities for the Eagle Boys franchise, there is still great demand for our pizzas across (Australia)," Hooper said. "Eagle Boys believes there is extreme potential to tap into the gourmet niche and steal market share from international pizza conglomerates by offering a real value alternative. We eventually want to take that internationally and lead the market out of low value pizza territory."

"Real value alternatives"

Eagle Boys' "real value alternative" items include its recently launched gourmet line of 18 pizzas with toppings such as Moreton Bay Bugs, Tandoori chicken, Spanish tapas, scotch fillet, salmon steaks and brie.

Clayton said the new range was aimed at stopping "gourmet pizza price gouging."

"By offering gourmet pizzas, along with value favorites and traditional pizzas, starters, sides and desserts, Eagle Boys ensures it provides a great choice for everyone, regardless of budget or occasion," he said.

Prices for the new offerings start at $10.95 (about $11.13 U.S. dollars).

The chain recently held a promotion in Brisbane's King George Square to launch the gourmet line. The event featured an "out of the box" sculpture made entirely out of 5,000 Eagle Boys pizza boxes.

Some of the gourmet offerings can be seen here.

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