By Aimee Chanthadavong
After 26 years, pizza chain Eagle Boys has been given a new look and has launched a nationwide business push with the mission of ‘making pizza happy’.
The refresh includes a new logo to represents the brand’s core value of delivering customer service and quality food as part of a local community. The stores will also get a new update with new uniforms, pizza boxes, menu, website and community assistance program, the Eagle Boys Happiness Fund.
Eight stores have been rebranded with the remainder to convert in the next 18 months.
CEO Bruce Scott said the rebrand will take what the company has built over the years into the future.
“It is a brand known across regional and metropolitan Australia and we have done this very well over the years. Then we thought we need to make the jump to the 21st century and we looked at ways to do that,” he said.
“So far we’ve gone through the process of updating our menu, adding an online ordering process to our website and then we thought a rebrand would be a good way to bring it all together and give it focus.”
The Eagle Boys rebrand is being rolled out in stages beginning with far north Queensland, a decision based on the company’s history.
“Starting the relaunch in far north Queensland pays homage to our regional heritage. The Eagle Boys mission has always been to become integral parts of local communities,” Scott said.
At the moment, 35 per cent of the company’s total orders are made online but Scott said there are plans to grow those numbers in the next 12 months.
“We are targeting to grow that rate to 60 per cent over the next 12 months. But bear in mind a lot of our stores are in regional Australia, which means it’s servicing about 5,000 to 8,000 people, so our store is usually only a short drive for people,” Scott said.
“But we do still plan to grow our online orders. It’s just part of the digital revolution and we want to maintain relevance and loyalty.”
Its international network is also slowly growing with a sixth store planned, which will be opened in India. Scott also said the company is in negotiations to open another two but won’t reveal where they will open yet.
The company has also launched the Eagle Boys Happiness Fund, designed to support those in need in the local community.
“The fund’s purpose is to give a helping hand to our local community and support those who support us,” said Eagle Boys head of marketing Kate Pettiford
“This is part of our DNA of ‘making pizza happy’. We want to spread happiness throughout Australia and believe we can really make a difference for people who need a boost.
“Whether our stores can donate pizzas to local hospitals for pizza parties or raise funds from pizza donations, we’re looking forward to helping as much as we can.”