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DESPITE the threat of YouTube set to rock traditional DVD outlets, Eagle Boys has joined forces with Video Ezy as part of the Pizza franchisor’s efforts to expand its customer base. The Eagle Boys franchise network bakes more than 18 million pizzas annually with the help of 8000 staff. Eagle Boys group executive Christine Hooper tells Brisbane Business News the company has big plans for 2011 and beyond.
What’s the deal with Video Ezy’s rewards program?
One aspect of our marketing strategy is to partner with other leading complementary brands to reach new customers to support our expanding network. We believe partnering with Video Ezy’s Flash Rewards program has the potential to attract new customers and maintain loyalty with existing customers. In turn, this will allow us to continue to grow our franchisee network throughout Australia to service growing demand for great-tasting pizza.
There’s obvious synergy there?
We see great pizzas and great home entertainment being very complementary products. Customers tell us they love to curl up on the couch with family and friends to watch a movie while munching on a pizza. It’s an affordable and cherished treat. This partnership with Video Ezy simply makes it easier and more attractive for our customers to enjoy.
What increase in revenues are you aiming for?
We forecast that initiatives like this will build on the annual double-digit sales growth we experience. In 2009/2010 EBITDA grew 28 per cent. At the same time, partnerships such as this provide more opportunities for us to penetrate markets and generate more demand for our real taste, real size and real value pizzas.
How fast is the brand growing?
While Eagle Boys is the second-largest pizza maker within the Australian pizza industry (after Dominos) with more than 335 stores, there are still many opportunities for us to grow.
In particular, we’re focused on growing the Sydney market this year, but we’re also looking for other opportunities to help us become Australia’s largest pizza maker. Eagle Boys will open on average more than one new store a week during the first six months of 2011 as part of an $18.5 million expansion strategy.
More than half of these stores will be located in and around Sydney.
Is there a trend among your customers for loyalty programs?
There is no doubt that customers are not only looking for better quality in their products and services, but also greater value for money. Loyalty reward programs are just one mechanism in which we can provide value for money.
How difficult is it to remain competitive in the retail food space these days?
In today’s retail environment, the customer must be the No.1 focus. Retailers cannot take customers’ ongoing patronage for granted. It’s no secret that the Australian pizza industry is one of the most competitive.
This means that Eagle Boys needs to ensure it is catering to what customers want to retain their business.
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