Australian Franchise News – 29-09-10
Australia’s second largest pizza maker Eagle Boys has adopted new econometric methods to steer its media buying this financial year.
The company, which operates more than 320 stores across the country, recently completed a study of its advertising spend and how that impacted on store traffic and average transaction value during the past 18 months.
As a result, Eagle Boys can now better determine what future advertising levels are needed in individual markets to achieve set store traffic numbers and average transaction value.
Eagle Boys Group Executive Marketing Christine Hooper said econometrics gave the company greater precision in planning its future media buying.
“As part of its comprehensive marketing strategy, Eagle Boys has been looking to make its marketing money work harder and smarter. Across the business, our franchisees need to see that their contributions are delivering the results they need,” she said.
“By embracing econometrics we have been able to analyse all our markets and really appreciate the impact increased and decreased media buying will have on store traffic and average transaction value in those areas.
“Importantly, this considered approach has allowed us to make savings and given us the ability to invest in 52 weeks of television advertising this financial year for the first time in the company’s 23 year history.”
Eagle Boys Pizza is one of Australia’s largest pizza makers and is 100 per cent Australian-owned. It operates more than 320 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.
Request information on franchise ownership of Eagle Boys Pizza franchise