Eagle Boys’ pizzas take flight in cyber space

Eagle Boys Pizza has invested more than $50,000 in developing a new online ordering system, which will be rolled out across its stores by February. The system has already been successfully trialled at stores in Wagga Wagga, Boondall, Fortitude Valley, Tolland, Samford, Redbank Plains and Plainland.

The results of the trial have shown the promise and the popularity of online ordering, with customer uptake of between 3% and 5% in only six weeks, the company says.

The system allows customers to order and customise pizzas with real-time delivery expectations quoted to customers at point of purchase.

Eagle Boys Pizza MD Todd Clayton said the introduction of the system had already improved sales in the trial areas.

“We have witnessed a very strong uptake in the trial areas with minimal marketing to our customers,” he said. “We have seen the average order expenditure increase, on average, by 50%. We have also seen the ratio of deliveries to pick-up evening out to 50/50 as opposed to the current 70/30 share through traditional phone or in-store ordering.”

He said another benefit of the system would be more competitive pricing.

“Buying our pizzas online will be the most cost effective option outside of a coupon offer, with pizzas from $6.95 for a standard large pizza. This is unique in the marketplace as some other chains charge full price for online orders.”

Clayton said that with more than 50% of Australian households now accessing broadband, the company was expecting 10% of total sales to be generated online in the system’s first year.

Inside Retailing