Eagle Boys announces biggest change in 26-year history


EAGLE Boys Pizza CEO Bruce Scott has unveiled a fresh new look for the 26-year-old Australian brand and launched a nationwide business push with the mission, “making pizza happy”. The Australian network’s brand refresh has begun in far north  Queensland with a new logo symbolising the brand’s core values of delivering exceptional customer service and great quality food, as part of the local community.

The refresh includes revitalised stores with uniforms and pizza boxes to match, a new menu, website and community assistance program, the Eagle Boys Happiness Fund. Eight stores have been rebranded with the remainder to convert in the next 18 months.

Mr Scott said the network founded in 1987 had prospered since beginning as one store in Albury, New South Wales and its refreshed image showed the brand was primed for the future.

“From the Eagle Boys Support Office to the franchisees and store staff, we’re all very excited about this rebrand. It’s been a long time in planning and this week we are seeing the passion, hard work and happiness behind the brand come to fruition,”  he said.

“Over the years, Eagle Boys’ focus was to provide great quality, great value meals to our local communities and through our brand’s refreshed mantra, we want to ensure we are doing everything we can to make our customers and local communities happy.”

The Eagle Boys rebrand is being rolled out in stages beginning with far north Queensland, a decision based on the company’s history.

“Starting the relaunch in far north Queensland pays homage to our regional heritage. The Eagle Boys mission has always been to become integral parts of local communities,” Mr Scott said.

“Eagle Boys stores and Eagle Boys Express stores are located in more than 260 sites across Australia and this rebrand is providing even more of an opportunity for Eagle Boys to become your local Aussie pizza shop.”

The network intends to make communities happy all over Australia with revitalised stores, a new menu, refreshed website and “helping hand” program, the Eagle Boys Happiness Fund.

Eagle Boys Head of Marketing Kate Pettiford said the updated menu included exciting new pizza ranges; EB’s Favourites, EB’s Classics and EB’s Finest.

“Our new pizzas include The Texan, The Capriocciosa and The Italian and we have new sides, the Mediterranean Salad and Garden Salad. Through these additions we are catering to the needs of our customer base and look forward to welcoming new  customers into our stores,” Ms Pettiford said. “We’re dedicated to being innovative with our menu and meeting the needs of our locals. We will continue to source the best products to top our pizzas.”

Along with the menu is the launch of the Eagle Boys Happiness Fund, designed to support those in need in the local community.

“The fund’s purpose is to give a helping hand to our local community and support those who support us,” Ms Pettiford said.

“This is part of our DNA of ‘making pizza happy’. We want to spread happiness throughout Australia and believe we can really make a difference for people who need a boost.

“Whether our stores can donate pizzas to local hospitals for pizza parties or raise funds from pizza donations, we’re looking forward to helping as much as we can.”

While the rebrand rollout is occurring in stages, the Eagle Boys Happiness Fund has begun throughout Australia with a dedicated page on the Eagle Boys website

(www.eagleboys.com.au/happinessfund) to facilitate requests for assistance.