Australian Franchise News – 13-12-10
Australian pizza lovers have embraced Eagle Boys’ new 1300 EAGLE BOYS phone number, with unaided recall climbing 700% since its launch eight months ago.
In the latest Roy Morgan research, Eagle Boys Pizza’s phone number recorded a 7.2% unaided recall rate. In comparison, Eagle Boys’ previous 13 14 33 phone number’s unaided recall rate was 0.9% in March 2010.
1300 EAGLE BOYS has been live since 28 March 2010 and automatically channels callers through to their nearest store.
Eagle Boys CEO Todd Clayton said the decision to change Eagle Boys’ long-held phone number to 1300 EAGLE BOYS in March this year had proven extremely successful.
“Research shows phone names are up to 20 times more memorable than simple phone numbers so we expected the new number to have a high consumer recall rate – this latest figure shows we haven’t been disappointed,” he said.
“There’s been a significant and quick climb in the recall of our new number which is important given the proliferation of mobile phones. We need our customers to be able to quickly access us on the phone, whether they’re at home, work or on the move.
“Unaided recall in younger age groups proved even higher with 11.7% of those 18-25 year olds surveyed recalling 1300 EAGLE BOYS – 25-34 year olds recorded 8.7% and 35-49 year olds recorded 8.6%.”
Mr Clayton said while online ordering now accounts for over 15% of the company’s sales, Eagle Boys maintained a focus on phone and instore ordering.
“It’s clear that in today’s business, you need to provide multiple contact points so customers can choose how they want to communicate with you. That’s why we’ve invested in phone, online, instore and mobile technology to better streamline the customer experience,” he said.
“The 1300 EAGLE BOYS number has proven one of our most successful marketing moves, and not only conveys our number, but also our brand.”
Eagle Boys Pizza is Australia’s second largest pizza maker and is 100% Australian-owned. It operates more than 330 franchised stores throughout Queensland, New South Wales, Victoria, South Australia, Western Australia, the ACT, and the Northern Territory, employing more than 8,000 staff and making more than 17 million pizzas a year.
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