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Eagle Boys was an Australian fast food
pizza Pizza (, ) is a dish of Italian origin consisting of a usually round, flat base of leavened wheat-based dough topped with tomatoes, cheese, and often various other ingredients (such as various types of sausage, anchovies, mushrooms, onions ...
chain. Eagle Boys was founded in
Albury, New South Wales Albury () is a major regional city in New South Wales, Australia. It is located on the Hume Highway and the northern side of the Murray River. Albury is the seat of local government for the council area which also bears the city's name – the C ...
, by businessman Tom Potter in 1987. From 1992, Eagle Boys national headquarters were located in
Annerley, Queensland Annerley is a suburb in the City of Brisbane, Queensland, Australia. In the , Annerley had a population of 11,336 people. Annerley is located by road south of the Brisbane GPO. Geography Much of the suburb is elevated, lying on a ridge that ...
. In 2007 NBC Capital, a Queensland-based venture capital group, bought Eagle Boys from Potter. At the chain's peak, in 2013, more than 340 Eagle Boys stores were operating across Australia. Outlet numbers fell drastically between the end of 2013 and the end of 2014 to around 170. In July 2016, fewer than 130 stores remained open and administrators were brought into the head office to identify restructuring options ahead of a potential sale of the business, although the move did not extend to franchisee-operated outlets. In November 2016, Pizza Hut announced to media that it was drafting a merge with Eagle Boys, but the merge was never finalised. As of that date, 114 Eagle Boys stores operated throughout Australia; making it the fourth largest pizza chain in the country, with less than 10% share of the country's pizza market.


Stores

More than 340 Eagle Boys stores were operating across Australia at the pizza chain's peak in 2013. Outlet numbers fell drastically between the end of 2013 and the end of 2014 to around 170. At July 2014, Eagle Boys was the third largest pizza chain in Australia, with 12% share of Australia's pizza market. By the end of 2014, Eagle Boys' visitation rate dropped below that of Crust Pizza, and fewer than 130 stores remained open. As of April 2016, Eagle Boys stores could be found in all mainland Australian states and the Northern Territory. The stores had a strong regional emphasis with most outlets located in non-metropolitan areas, including Bathurst,
Bendigo Bendigo ( ) is a city in Victoria, Australia, located in the Bendigo Valley near the geographical centre of the state and approximately north-west of Melbourne, the state capital. As of 2019, Bendigo had an urban population of 100,991, makin ...
and
Mareeba Mareeba is a rural town and locality in the Shire of Mareeba in Far North Queensland, Australia. Between 2008 and 2013, it was within the Tablelands Region. The town's name is derived from an Aboriginal word meaning ''meeting of the waters'' ...
.


History


1987–2007

The first Eagle Boys store opened in
Albury, New South Wales Albury () is a major regional city in New South Wales, Australia. It is located on the Hume Highway and the northern side of the Murray River. Albury is the seat of local government for the council area which also bears the city's name – the C ...
, in 1987. It was a venture spearheaded by businessman Tom Potter in partnership with his mother, Barbara Potter, who guaranteed a $70,000 loan to enable him to open the store. The store was initially called "Beagle Boys" after the
Disney The Walt Disney Company, commonly known as Disney (), is an American multinational mass media and entertainment conglomerate headquartered at the Walt Disney Studios complex in Burbank, California. Disney was originally founded on October ...
Beagle Boys The Beagle Boys are a group of cartoon characters created in 1951 by Carl Barks for the Donald Duck universe. They are a family clan of Organized crime, organized criminals who constantly try to rob Scrooge McDuck. Their introduction and first a ...
, but Potter dropped the "B" after a few months in operation, worrying that the naming may have been a copyright infringement. Potter went on to build the business and become CEO of the chain. In 1989, Potter started recruiting franchisees. Eagle Boys' national headquarters were opened in 1992 in the
Brisbane Brisbane ( ) is the capital and most populous city of the states and territories of Australia, Australian state of Queensland, and the list of cities in Australia by population, third-most populous city in Australia and Oceania, with a populati ...
suburb of Annerley. Eagle Boys set up in
New Zealand New Zealand ( mi, Aotearoa ) is an island country in the southwestern Pacific Ocean. It consists of two main landmasses—the North Island () and the South Island ()—and over 700 smaller islands. It is the sixth-largest island count ...
in 1996 when Stallone's Pizza owner Gavin Cook agreed to merge with Eagle Boys to provide an established base in the
South Island The South Island, also officially named , is the larger of the two major islands of New Zealand in surface area, the other being the smaller but more populous North Island. It is bordered to the north by Cook Strait, to the west by the Tasman ...
. Rapid expansion saw the Eagle Boys chain grow to 54 national outlets in the country by early April 2000. In 2000, all New Zealand stores were sold to Restaurant Brands for NZ$28m and converted to
Pizza Hut Pizza Hut is an American multinational restaurant chain and international franchise founded in 1958 in Wichita, Kansas by Dan and Frank Carney. They serve their signature pan pizza and other dishes including pasta, breadsticks and dessert at d ...
outlets. The company developed an express system, called "Eaglexpress", from 1999 to 2002, to serve two minute "express" pizzas (limited range of four) between 5:30 and 8:00 pm, which was achieved by constantly remaking their four most popular pizzas and keeping them in a warmer for sale. Unsold pizzas were discarded after 30 minutes. From 2002, when the Eaglexpress concept was launched, to 2003, sales at the chain rose by around 40%. The chain came to see the Eaglexpress two-minute pizza service and its drive-through services as a "beachhead" to compete with its biggest fast-food competitors including
Hungry Jack's Hungry Jack's Pty Ltd. is an Australian fast food franchise of the Burger King Corporation. It is a wholly-owned subsidiary of Competitive Foods Australia, a privately held company owned by Jack Cowin. Hungry Jack's owns and operates or sub- ...
and
KFC KFC (Kentucky Fried Chicken) is an American fast food restaurant chain headquartered in Louisville, Kentucky, that specializes in fried chicken. It is the world's second-largest restaurant chain (as measured by sales) after McDonald's, with 2 ...
.


2007 to 2016: NBC Capital years

In March 2007, Tom Potter handed his control of Eagle Boys on to NBC Capital, a Queensland-based venture capital group. He retained some shares in the company, and worked in a consultancy role advising the chain on operations for 12 months. By 2008, Potter retained less than 10% of the vote for corporate decision making and was no longer involved in operations. In late 2007, Eagle Boys began trialing an online ordering system and announced plans to enable customers to order online from all of its stores by February 2008. By the end of 2008, the system was fully implemented. In July 2008, Eagle Boys entered into a deal to acquire the Pizza Haven chain across Australia. The deal saw Eagle Boys move into Sydney and South Australia for the first time. Between July 2008 and June 2009, Eagle Boys opened 56 stores—the fastest growth the chain had experienced in its history. In February 2010, Eagle Boys was named in ''BRW'' magazine's "Fast Franchise" list for the first time. By March 2011, Eagle Boys had more than 25 stores in Sydney. It had also overtaken Pizza Hut to become the second largest pizza maker in Australia. However, Pizza Hut regained second position by July 2014. CEO Todd Clayton departed Eagle Boys in 2012. He had been in the role since NBC Capital acquired a majority stake in 2007. At the time, the founder of NBC, Bruce Scott, stepped in as CEO. In July 2013, Eagle Boys commenced operations in Papua New Guinea. Worldwide, stores numbered over 330 by September 2013. On 3 October 2014 ''
The Sydney Morning Herald ''The Sydney Morning Herald'' (''SMH'') is a daily compact newspaper published in Sydney, New South Wales, Australia, and owned by Nine. Founded in 1831 as the ''Sydney Herald'', the ''Herald'' is the oldest continuously published newspaper ...
'' reported that former franchisees asserted that the current franchisor, NBC Capital, had stopped print and media advertising since purchasing the business. The number of stores was reported to have halved from 340 locations. Franchise owners told media they were concerned at changes to the advertising mix, including the reduction of offline advertising activities. Revenue in 2014 fell to $17.4 million, down from $25.2 million in 2012 and $21.1 million in 2013. To capitalise on the benefits of cloud computing, Eagle Boys shifted its ordering system to
Microsoft Azure Microsoft Azure, often referred to as Azure ( , ), is a cloud computing platform operated by Microsoft for application management via around the world-distributed data centers. Microsoft Azure has multiple capabilities such as software as a ...
in 2015. Through providing improved website performance and uptime and providing more sophisticated performance metrics, the new hosting system should support more online orders, which the Eagle Boys IT chief says are worth 1.5 times the orders which are made in-store or by telephone. In May 2015, Eagle Boys announced it was aiming to expand with a plan for 50 outlets in India by the end of 2015. The same month a franchisee opened an Eagle Boys store in
Suva Suva () is the capital and largest city of Fiji. It is the home of the country's largest metropolitan area and serves as its major port. The city is located on the southeast coast of the island of Viti Levu, in Rewa Province, Central Divi ...
,
Fiji Fiji ( , ,; fj, Viti, ; Fiji Hindi: फ़िजी, ''Fijī''), officially the Republic of Fiji, is an island country in Melanesia, part of Oceania in the South Pacific Ocean. It lies about north-northeast of New Zealand. Fiji consists ...
. Eagle Boys appointed Nick Vincent as the new CEO in October 2015, replacing Bruce Scott. Vincent had previously been the company's general manager of retail, since April 2014.


2016: Sale to Pizza Hut

On 15 July 2016, Eagle Boys Pizza appointed administrators to identify restructuring options ahead of a potential sale of the business. The administrators, SV Partners, took control of the day-to-day running of the business, and searched for potential buyers of the business. Eagle Boys announced that trade would continue as normal at franchisee-operated outlets during the administration, and franchisees were told their fees were due as normal. Fairfax Media outlets tipped Domino's and Retail Food Group (the owner of Pizza Capers and Crust) as possible buyers. However, Retail Food Group confirmed it was not in discussions with the owners or administrators of the Eagle Boys franchise system in a statement on 19 July 2016. As of November 2016, 114 stores operated throughout Australia, making it the fourth largest pizza chain in the country with less than 10% share of the country's pizza market. In November 2016, Pizza Hut told media that it had merged with Eagle Boys. In a statement, Pizza Hut said that it intended to convert about half of the Eagle Boys to the Pizza Hut brand before Christmas 2016; the remainder it hoped to convert by April 2017. The first store to switch from Eagle Boys to Pizza Hut was on Sydney's northern beaches.


Marketing

In 1992, Eagle Boys registered its "pink glow"—the pink look of its logo— with
IP Australia IP Australia is an agency of the Department of Industry, Innovation and Science. IP Australia administers intellectual property rights and legislation relating to patents, trade marks, registered designs and plant breeder's rights in Australia. ...
, the Australian Government intellectual property office. A customer survey in support of the company's application found people strongly associated the pink glow with Eagle Boys stores. The distinctive colour scheme was designed to create a fun and upbeat feel. In 2007, Eagle Boys launched the "Vote 1 Full Size Large Pizza" campaign bringing to task its competitors for selling smaller pizzas.
Domino's Domino's Pizza, Inc., trading as Domino's, is an American multinational pizza restaurant chain founded in 1960 and led by CEO Russell Weiner. The corporation is Delaware General Corporation Law, Delaware domiciled and headquartered at the Domino ...
had reduced the size of their large pizzas in mid-2007 and Pizza Hut had changed their sizing in late 2006. The campaign produced a sales uplift of over 27%. In 2009, the pizza chain announced a $7 million advertising campaign, called the "Real" campaign, that reinforced its "Bigger, Better" slogan. The campaign involved the VW "Real Mobile" driving around Australia offering Eagle Boys pizza and recording testimonials for a TV commercial. Later in the year, Eagle Boys launched another campaign comparing its pizzas to those of its competitors, this time built around the "blind taste test" which found almost half of test subjects preferred Eagle Boys pizzas to those of pizzas from Domino's and Pizza Hut combined. In 2010, Eagle Boys launched a multimillion-dollar campaign "31 New Menu Items – Each One Delicious”. The campaign was the first to use Eagle Boys' new phone name 1300 EAGLE BOYS. New pastas were among the 31 new menu offerings, Desserts were also included, among them a
chocolate Chocolate is a food made from roasted and ground cacao seed kernels that is available as a liquid, solid, or paste, either on its own or as a flavoring agent in other foods. Cacao has been consumed in some form since at least the Olmec civ ...
fudge
mousse A mousse (; ; "foam") is a soft prepared food that incorporates air bubbles to give it a light and airy texture. Depending on preparation techniques, it can range from light and fluffy to creamy and thick. A mousse may be sweet or savory. as e ...
that received a Gold Medal at the 2010 Royal Queensland Food and Wine Show. The menu was tested over a 12-month period ahead of the launch. Eagle Boys told media it expected a 15% spike in sales on the back of the launch. A
gluten Gluten is a structural protein naturally found in certain cereal grains. Although "gluten" often only refers to wheat proteins, in medical literature it refers to the combination of prolamin and glutelin proteins naturally occurring in all grain ...
"friendly" base was also on the menu for the first time, with an Eagle Boys spokesperson claiming it was more transparent than claiming it could offer a gluten-free base—only food prepared in a gluten-free kitchen can make the claim that it is truly offering a gluten free range. The chain also announced it would scale back its social media spend. In 2011, the chain released advertising "Our large pizzas are bigger than theirs" in another attempt to demonstrate their large pizza offered effectively an extra slice of pizza to their closest rival, Domino's. Domino's chief executive, in response, told media that "value is not in the size of a pizza." Eagle Boys recorded a 20% jump in sales in the first week of the campaign compared to the previous week. The pizza chain also announced it would be supporting the
Cerebral Palsy Alliance Cerebral Palsy Alliance (formerly The Spastic Centre) is an Australian nonprofit organisation helping babies, children, teenagers and adults living with cerebral palsy and other neurological and physical disabilities. Its therapy teams work ...
, with a plan to donate more than $200,000 over three years to the charity, starting with $1 from every dessert sold during Cerebral Palsy week in August 2011. In July 2011, Eagle Boys received Halal accreditation for its
Bexley Bexley is an area of south-eastern Greater London, England and part of the London Borough of Bexley. It is sometimes known as Bexley Village or Old Bexley to differentiate the area from the wider borough. It is located east-southeast of Char ...
store. Rebranding in 2013 as part of the "making pizza happy" campaign involved introducing a new logo along with new pizza boxes and uniforms. The iconic eagle was dropped from the logo at time, with management citing pressure from its client base to drop to eagle. The company introduced a "happy bell" to ring when customers were having a good time—aiming for a happier feeling for the in-store experience. The campaign was rolled out in stages, beginning in Far North Queensland, a decision an Eagle Boys spokesperson said was designed to pay homage to the chain's regional heritage. By 2014, around one-third of the pizza chain's marketing budget was directed to digital spend. That year, the chain released a campaign leveraging off the release of Australian film '' Fat Pizza vs. Housos''. It also announced a partnership with streaming company
Quickflix Quickflix was an Australian company that provided online DVD and Blu-ray Disc rental by mail as well as internet streaming of movies and television shows via online pay-per-view or subscription. Initially established as an online disc renta ...
, offering customers an exclusive deal on a one DVD and streaming bundle package. In 2014 the chain also donated more than 600 kg of potatoes to food rescue charity
OzHarvest Ronni Kahn Order of Australia, AO is an Australian social entrepreneur, best known for founding the food rescue charity OzHarvest. Born in South Africa, Kahn moved to Israel where she lived on a kibbutz for many years before emigrating to Austra ...
. 2015 saw Eagle Boys launch the first "store of the future" in Bundaberg. The concept store, with a design including exposed brickwork and recycled timber, was developed based on research carried out on customer preferences and behaviours. In March 2016, Eagle Boys launched a trial of "Virtual Drivethru" at several of their stores in the
Townsville Townsville is a city on the north-eastern coast of Queensland, Australia. With a population of 180,820 as of June 2018, it is the largest settlement in North Queensland; it is unofficially considered its capital. Estimated resident population, 3 ...
area. The technology enables customers to order their pizzas online, drive to the store and alert store team members that they have arrived by pushing a button so that staff can deliver their order to their customers' cars.


See also

* Pizza Haven (Australia) *
Domino's Pizza Enterprises Domino's Pizza Enterprises Limited (DPE) is the largest pizza chain in Australia in terms of network stores numbers and network sales, as well as the largest franchisee for the US Domino's Pizza brand in the world.List of pizzerias in Australia This is a list of notable pizzerias in Australia. Chain restaurants Current * Crust Pizza – Australian pizza chain specialising in gourmet pizza, has over 120 stores across Australia, as well as locations in New Zealand and Singapore. * ...
*
List of restaurant chains in Australia This is a list of notable restaurant chains in Australia. A restaurant chain is a set of related restaurants with the same name in many different locations that are either under shared corporate ownership (e.g., McDonald's in the U.S.) or franchi ...
*
List of fast food restaurant chains The following is a list of notable current and former fast food restaurant chains, as distinct from fast casual restaurants (see List of casual dining restaurant chains), coffeehouses (see List of coffeehouse chains), ice cream parlors (see List ...
* Pizza Capers


References

{{Food chains in Australia 1987 establishments in Australia Restaurants established in 1987 Pizza franchises Fast-food chains of Australia Australian brands Pizzerias in Australia Pizza chains of Australia