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, 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 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, 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. 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 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 List of pizzerias in Australia List