Eagle Boys launches new menu and "phone name"

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In response to Australia's maturing pizza industry, Eagle Boys Pizza has unveiled its biggest ever menu launch, with 31 new items, as well as its new national "phone name" - 1300 EAGLE BOYS - which the franchise expects will result in a 15 per cent spike in sales.

New offerings include a 92.7 per cent fat free Lighter Choices range with five gourmet pizzas, five premium pizzas, five kids meals, five new side dishes, three new desserts, a gluten-friendly pizza base and a new drinks range.

Eagle Boys' CEO, Todd Clayton, says the new menu is the result of 12 months testing and tasting. It also reflects research which shows that about one-third of people are more interested in trying new food flavours than they were a year ago.

"Having been exposed to a great range of cuisines, the Australian pizza palate can be described as true blue multi-cultural," he said. "As a nation, we have taken different tastes, ingredients and dishes from across the world, interpreted them and now enjoy them in our daily lives."

"Another key food trend which has shaped our new menu is the need for our food to be more than just fuel, but an opportunity to share time with friends and family. As Australians, we're also looking for everyday ingredients with premium tastes and textures," he said.

With its new menu, Eagle Boys, which is Australia's second largest pizza maker, hopes to retain its existing customer base and also attract new ones from other pizza makers.

"Australian pizza lovers are looking for real pizza with real flavours and real toppings," Clayton said. "At the same time, they're not prepared to shell out $20 for a single pizza from a gourmet shop. With this new menu, pizza lovers can have the premium pizza without the gourmet pricetag."

The franchise's existing phone number, 13 14 33, will also be phased out over the next nine months and replaced with a new "phone name." Clayton expects that this will generate 20 per cent more calls, lifting sales by between 10 and 15 per cent.

"Research shows phone names are up to 20 times more memorable than simple phone numbers and the more calls we receive, the more sales we make," he said. "At the same time, 1300 EAGLE BOYS will increase brand awareness as customers physically dial our name."

This moves also allows Eagle Boys to prepare for future mobile marketing platforms.

Eagle Boys Pizza currently operates 300 franchised stores throughout Queensland, NSW, Victoria, South Australia, Western Australia, the ACT and the Northern Territory.

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