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Melbourne, Australia

Eagle Boys eyes marketshare with value favourites

Australian Franchise News – 08-07-10


Australia’s second largest pizza maker Eagle Boys Pizza expects to bolster pizza sales by at least 10% with the launch of its new Value Favourites pizza range – a selection of four pizzas for an everyday low price of $5.95 with a coupon.
The move reflects the company’s strategy to offer menu items catering to a spectrum of pizza lovers and prices.
The Value Favourites range includes Cheese Lovers, Ham & Cheese, Margarita, and Bacon Supreme.   The pizzas are available on the range of Eagle Boys’ bases (except in the smaller local stores).
Eagle Boys Group Marketing Executive Christine Hooper said while the company had spent the past 18 months upgrading its ingredients and pizzas, it wanted to ensure that it still offered something to those looking for affordable everyday pizzas.
“The expansion of our menu into different categories reflects the maturing nature of the Australian pizza market. No longer is it one size fits all.   Some pizza lovers want the different tastes and toppings of the Premium range, while others want the classic pizzas in the Traditional range and the affordability of the Value Favourites,” she said.
“The addition of Value Favourites means Eagle Boys has become a one-stop shop for all pizza lovers. Now there is a pizza and price for everyone.
“With rising interest rates and households watching their budgets, we need to ensure there is an affordable and tasty offering for those customers who have been hit particularly hard.
“We believe catering to the market segment looking for everyday value pizzas, we can grow new business by 10% to 15% and further gain marketshare.”
Eagle Boys Pizza is one of Australia’s largest pizza makers and is 100 per cent Australian-owned. It operates more than 305 franchised stores throughout Queensland, New South Wales, Victoria, South Australia, Western Australia, the ACT and the Northern Territory, employing more than 4,000 staff and making more than 17 million pizzas a year.

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