Eagle Boys eyes the top spot

Posted by Nicole Eckersley on 6th July 2010

Eagle Boys PizzaEagle Boys today confirmed expansion plans, aiming to overtake Domino’s Pizza as Australia’s largest pizza maker.

Despite reports of a sluggish retail market, Eagle Boys is relying on its recorded sales increase of 15.4% in the last 12 months as evidence to justify an aggressive store opening strategy.

The company plans to open 46 new stores in 2010-11 – almost one a week – with a focus on new markets Sydney and Adelaide.

Eagle Boys Pizza Managing Director Todd Clayton said high levels of inquiries from potential franchisees and underrepresentation in key capital cities meant the company would continue to roll out a high number of new stores in the coming years.

“Our continued focus on quality ingredients, better value pizzas and innovation, coupled with our aggressive store roll out means more and more Australians will be able to enjoy Eagle Boys. And for international brands Domino’s and Pizza Hut, it means watch out, we’re coming!” he said.

Clayton said product innovation coupled with business technology applications and new store openings would remain the key catalysts for growth in the year ahead.

“Recent brand tracking research has also demonstrated that we have not only encouraged Eagle Boys customers to visit us more often, but we are also gaining market share against the other major pizza chains,” said Eagle Boys CEO Todd Clayton.

“Interestingly, the research also confirmed anecdotal reports that customers are now less likely to purchase from Eagle Boys with coupon, preferring to purchase from us because of our quality and value based brand proposition.”

Clayton said Eagle Boys was focussed on embracing business technology and addition product innovation during the next 12 months to further drive sales.

“Our online ordering platform already generates about 14% of our sales and this has been achieved with little promotion. As we work towards launching and promoting a more integrated system, we expect online orders to account for a fifth of our sales by this time next year.”

The company also plans to bolster its pizza sales by introducing a new ‘Value Favourites’ coupon pizza range – four basic pizzas at $5.95 across most outlets.

Eagle Boys overtook second seed Pizza Hut after it opened its 300th store in 2009-10.