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Melbourne, Australia

Eagle Boys marketing restructure pays dividends

Australian Franchise News – 25-02-11


The restructuring of Eagle Boys Pizza’s marketing team to better align it with the company’s business strategy has helped spearhead double digital sales growth and a significant increase in docket value of up to 11% during the past 12 months.
In early 2010, Eagle Boys Pizza Group Executive Marketing Christine Hooper reorganised the marketing department to feature specialised marketing experts under four core streams: National Promotions, Brand Innovation, Regional Marketing Services, and E-Channel Marketing.
An inhouse graphic designer was also appointed to assist with local and digital marketing production for speed to market.
Previously, the marketing department had only been divided into project teams, one for national promotions and another for local marketing. The move also saw the team expand from 9 to 13 staff.
Ms Hooper said the restructuring reflected the company’s renewed focus on expansion, innovation and franchise services.
“Eagle Boys is now Australia’s second largest pizza maker and that growth has not only required a larger marketing team, but also a team which has clearly defined roles focussing on the right business objectives,” she said.
“In addition, by empowering the field team with the right tools, Franchise Business Managers have been able to take more of a business coaching role with individual franchisees, including assisting them with their local area marketing.
“Assisting this has been the launch of the Marketing Ecosystem, a new online strategic market intelligence platform which takes franchisees through the process a marketing consultant would complete to determine the best avenues to promote their store based on real time sales, national benchmarks, competitor information and more.
Ms Hooper said the creation of new marketing team had helped to hone the focus on core business strategies.
For example, the Brand Innovation marketing stream also includes an Executive Chef responsible for developing new pizza toppings and complementary side items.
 “The refocus of the marketing team has helped to better support the broader business and also individual franchisees,” she said.
“Importantly, the marketing team will continue to evolve as needed to meet the changing dynamics and company focus. At the same time, it works very closely with other departments, particularly Business Technology, Franchise Development and Operations.”
Eagle Boys Pizza is Australia’s second largest pizza maker and is 100% Australian-owned. It operates more than 335 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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