Tom Potter Interviewed by Tim Kummerfeld at the Foodie Coaches Cairns Retreat – July 2024
At the recent Foodie Coaches Retreat, Tim Kummerfeld had an in-depth interview with Tom Potter, the visionary entrepreneur and founder of Eagle Boys Pizza, Australia’s largest privately owned pizza company. Tom’s journey from a 15-year-old apprentice baker to the founder of a pizza empire offers invaluable insights for cafe and restaurant owners eager to expand their businesses, invest wisely, develop strong teams, and innovate their products.
The Early Days: A Lesson in Resilience
Tom Potter’s story begins with humble origins. At 15, he left home to become an apprentice baker, gaining hands-on experience in the food industry that would later prove invaluable. His early career was marked by resilience and a willingness to take risks – a theme that would continue throughout his entrepreneurial journey.
Tom’s first entry into business came in Alice Springs, where he partnered with a mechanic to buy a bakery. Despite numerous challenges, including financial struggles and learning the ropes of running a business, Tom’s determination never wavered. His entrepreneurial spirit was evident when he leveraged unconventional methods to secure a loan, demonstrating that creativity and persistence are essential traits for any business owner.
The Birth of Eagle Boys Pizza: Recognising Opportunities
Eagle Boys was born out of a simple yet powerful idea: bringing high-quality, home-delivered pizza to regional Australia. Tom’s decision to open Australia’s first high-volume regional pizza shop in Albury was driven by his mother’s challenge to think differently and ask, ‘Why not? This mindset of challenging the status quo and continuously seeking improvement became a cornerstone of Tom’s business philosophy.
Within months of opening, Eagle Boys expanded rapidly, opening additional locations in Wagga and Dubbo. Despite initial struggles with systems and profitability, Tom’s willingness to adapt and innovate paved the way for success.
Franchising Success by Empowering Franchisees
One of Eagle Boys’ key turning points was the decision to franchise the business. Tom realised that to grow the brand, he needed to empower franchisees to succeed. By focusing on franchisees’ profitability and creating a supportive network, Eagle Boys became renowned for its franchise model. This approach expanded the business and allowed franchisees to thrive, creating a win-win situation for all involved.
Tom emphasised the importance of taking ownership—a lesson he imparted to his franchisees. Encouraging them to take the initiative and make decisions as if they owned the business instilled a sense of responsibility and empowerment, contributing to the overall success of the franchise network.
Marketing and Innovation: Standing Out in a Crowded Market
In the competitive world of fast food, standing out is crucial. Tom shared how Eagle Boys embraced guerrilla marketing tactics to differentiate itself from larger competitors like Pizza Hut. From dressing up employees in eye-catching costumes to creating memorable marketing campaigns, Eagle Boys captured the attention of customers and carved out a unique niche in the market.
Innovation also played a significant role in Eagle Boys’ success. Recognising the need for speed and convenience, Tom introduced the concept of a drive-through pizza service, revolutionising the way customers accessed their favourite pizzas. This innovation increased sales and reinforced Eagle Boys’ reputation as a customer-centric brand.
Lessons in Business Expansion and Team Development
Understand Your Market and Customers Potter stressed the importance of knowing your target market intimately. He shared an anecdote about realising the untapped potential for home-delivered pizzas in regional Australia, which became a cornerstone of Eagle Boys’ success. He advises business owners to:
Constantly Analyse Customer Behaviour and Preferences Be willing to challenge the status quo and ask “why” things are done a certain way. Focus on the two most important factors that drive customer decisions rather than trying to be everything to everyone.
Strategic Marketing and Brand Positioning Potter emphasised the power of guerrilla marketing tactics and the importance of standing out in a crowded market. He shared stories of creative marketing stunts that significantly boosted brand awareness and sales. Key takeaways include:
Find unique ways to capture attention and create memorable brand experiences
Understand your brand’s position in the market and communicate it clearly
Don’t be afraid to be different – “Be a zebra amongst horses”
Adapting to Market Changes and Challenges Potter faced numerous challenges throughout his career, including price wars and changing consumer preferences. He advises being prepared to pivot your business model when market conditions change and not being afraid to lose unprofitable customers to focus on your core market. Sometimes, the best decision is to cut losses and move on from unsuccessful ventures.
Team Development and Culture Potter highlighted the critical role of choosing the right people and creating a strong company culture:
Hire for cultural fit as much as for skills
Treat hiring as seriously as choosing a life partner
Foster a culture of ownership and responsibility among staff
Don’t let a few bad employees dictate policies for everyone – focus on the majority who are doing the right thing
Product Development and Innovation In discussing his current ventures, Potter shared insights on product innovation:
Continuously reassess your offering to ensure it remains remarkable
Be willing to invest in significant changes to revitalise your business
Stay true to your core competencies – don’t try to cater to every dietary trend or preference
Financial Management and Growth Potter offered practical advice on financial management and business growth:
Reinvest in your business regularly – aim to put back 20% of your initial investment every five years
Be prepared for setbacks and have strategies to manage cash flow challenges
Consider multiple exit strategies, including preparing your business for sale even if you don’t plan to sell immediately
Leadership and Decision Making Drawing from his extensive experience, Potter shared wisdom on leadership:
Learn to make tough decisions quickly when necessary
“Hurry up and slow down” – balance quick action with thoughtful consideration
Forgive yourself for past mistakes and focus on moving forward
Scaling and Consistency As businesses grow, maintaining quality and consistency becomes crucial:
Develop clear systems and processes to ensure consistency across multiple locations
Be willing to close underperforming locations to focus on overall brand health
Use data and analytics to understand performance across different markets
This interview with Tom Potter and his story are terrific inspirations for cafe and restaurant owners. They show that success is within reach with determination, creativity, and a customer-focused mindset. As the food industry continues to evolve, embracing these lessons can help businesses thrive and make a lasting impact in their communities.
** Foodie Coaches members can watch the full 80-minute interview with Tom Potter in the member portal.
At the recent Foodie Coaches Retreat, Tim Kummerfeld had an in-depth interview with Tom Potter, the visionary entrepreneur and founder of Eagle Boys Pizza, Australia’s largest privately owned pizza company. Tom’s journey from a 15-year-old apprentice baker to the founder of a pizza empire offers invaluable insights for cafe and restaurant owners eager to expand their businesses, invest wisely, develop strong teams, and innovate their products.
The Early Days: A Lesson in Resilience
Tom Potter’s story begins with humble origins. At 15, he left home to become an apprentice baker, gaining hands-on experience in the food industry that would later prove invaluable. His early career was marked by resilience and a willingness to take risks – a theme that would continue throughout his entrepreneurial journey.
Tom’s first entry into business came in Alice Springs, where he partnered with a mechanic to buy a bakery. Despite numerous challenges, including financial struggles and learning the ropes of running a business, Tom’s determination never wavered. His entrepreneurial spirit was evident when he leveraged unconventional methods to secure a loan, demonstrating that creativity and persistence are essential traits for any business owner.
The Birth of Eagle Boys Pizza: Recognising Opportunities
Eagle Boys was born out of a simple yet powerful idea: bringing high-quality, home-delivered pizza to regional Australia. Tom’s decision to open Australia’s first high-volume regional pizza shop in Albury was driven by his mother’s challenge to think differently and ask, ‘Why not? This mindset of challenging the status quo and continuously seeking improvement became a cornerstone of Tom’s business philosophy.
Within months of opening, Eagle Boys expanded rapidly, opening additional locations in Wagga and Dubbo. Despite initial struggles with systems and profitability, Tom’s willingness to adapt and innovate paved the way for success.
Franchising Success by Empowering Franchisees
One of Eagle Boys’ key turning points was the decision to franchise the business. Tom realised that to grow the brand, he needed to empower franchisees to succeed. By focusing on franchisees’ profitability and creating a supportive network, Eagle Boys became renowned for its franchise model. This approach expanded the business and allowed franchisees to thrive, creating a win-win situation for all involved.
Tom emphasised the importance of taking ownership—a lesson he imparted to his franchisees. Encouraging them to take the initiative and make decisions as if they owned the business instilled a sense of responsibility and empowerment, contributing to the overall success of the franchise network.
Marketing and Innovation: Standing Out in a Crowded Market
In the competitive world of fast food, standing out is crucial. Tom shared how Eagle Boys embraced guerrilla marketing tactics to differentiate itself from larger competitors like Pizza Hut. From dressing up employees in eye-catching costumes to creating memorable marketing campaigns, Eagle Boys captured the attention of customers and carved out a unique niche in the market.
Innovation also played a significant role in Eagle Boys’ success. Recognising the need for speed and convenience, Tom introduced the concept of a drive-through pizza service, revolutionising the way customers accessed their favourite pizzas. This innovation increased sales and reinforced Eagle Boys’ reputation as a customer-centric brand.
Lessons in Business Expansion and Team Development
Understand Your Market and Customers
Potter stressed the importance of knowing your target market intimately. He shared an anecdote about realising the untapped potential for home-delivered pizzas in regional Australia, which became a cornerstone of Eagle Boys’ success. He advises business owners to:
Constantly Analyse Customer Behaviour and Preferences
Be willing to challenge the status quo and ask “why” things are done a certain way. Focus on the two most important factors that drive customer decisions rather than trying to be everything to everyone.
Strategic Marketing and Brand Positioning
Potter emphasised the power of guerrilla marketing tactics and the importance of standing out in a crowded market. He shared stories of creative marketing stunts that significantly boosted brand awareness and sales. Key takeaways include:
Adapting to Market Changes and Challenges
Potter faced numerous challenges throughout his career, including price wars and changing consumer preferences. He advises being prepared to pivot your business model when market conditions change and not being afraid to lose unprofitable customers to focus on your core market. Sometimes, the best decision is to cut losses and move on from unsuccessful ventures.
Team Development and Culture
Potter highlighted the critical role of choosing the right people and creating a strong company culture:
Product Development and Innovation
In discussing his current ventures, Potter shared insights on product innovation:
Financial Management and Growth
Potter offered practical advice on financial management and business growth:
Leadership and Decision Making
Drawing from his extensive experience, Potter shared wisdom on leadership:
Scaling and Consistency
As businesses grow, maintaining quality and consistency becomes crucial:
This interview with Tom Potter and his story are terrific inspirations for cafe and restaurant owners. They show that success is within reach with determination, creativity, and a customer-focused mindset. As the food industry continues to evolve, embracing these lessons can help businesses thrive and make a lasting impact in their communities.
** Foodie Coaches members can watch the full 80-minute interview with Tom Potter in the member portal.
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