It is fair to say that Hampers with Bite put brothers Nicholas (pictured) and Rory Boyle on the path of business, innovation and, ultimately, success. Before starting the family business, Nicholas studied accounting but quickly realised it wasnât for him. He then went on to work with his father as a truck driver.

For Rory, attending university wasnât his calling but talking was. He got a job as a telemarketer and sold everything from vouchers to mobile phones. Needing some adventure, Rory packed his bags and moved to London. Then in 2004, he received a phone call from Nicholas asking him to join the family business.
âI started a florist shop with my former wife in 2000,â says Nicholas. âWe had it for about nine years. It was a natural progression into hampers because people were coming in and asking for gift hampers. That was the impetus to start the business and get Rory across.â Rory adds, âNick knew there was some opportunity there, but he needed a salesperson â someone who could market it and sell the brand.â
An excited Rory came back to Australia and, together with his brother, they started Hampers with Bite in Nicholasâs lounge room. âI wasnât desperately motivated for a career,â Rory admits.
âBut Nick identified a push to me. He said, âThis is a good opportunity and you can make a big impact.â That was compelling in itself â the opportunity to have a crack at a business and do something I knew I was going to be good at â to be able to come up, design and plan these products, and to write a game plan or a book on how to reinvent the way gifts are presented to corporate Australia. I was able to spend time drafting up how to approach the market, and thatâs something weâre really good at.â
Yet for Nicholas, it was more the sourcing of the products that got him hooked. âI love the sourcing component. I love looking for new products and getting to travel,â says Nicholas. âThereâs been a strong push for Australian products and weâve got great produce on offer.â
The first few years involved the brothers working tirelessly from the back of Nicholasâs house. Rory would sit on the phone with the White Pages while calling businesses to see if they were interested in investing or buying hampers.
Nicholas remembers the time as a trial-and-error period. âWe were green in what we were doing and made many mistakes, particularly on the finance side,â he says. âWhen youâre concerned about growth and turnover, you tend to compromise on margins.â

For the next three to four years, the company tracked on. Then growth started to happen. âWe scaled up,â Rory says. âWe got more investment and had to put more money into the business.â
Hampers with Bite then pivoted in the direction of presenting gifts in re-useable packaging. Products were packaged in chests, cooler bags and picnic baskets â things that could be re-used â as opposed to the traditional plain basket with cellophane or a classic gift box.
âWe continued to grow,â he says. âWe grew exponentially for several years. The next level of growth came when we invested in a creative team. These guys are sourcing the best products, best press design and colour matching.â
The team is there to make sure each Hamper with Bite that goes out is on point. This has enabled the business to experience rapid growth over the past few years. Another driver of growth is Roryâs obsession with metric and digital advertising.
âThatâs my sweet spot,â he says. âI am undoubtedly obsessive when it comes to the subject. The concept of ROAS, return on advertising spend, is what I live and die by. Ensuring we invested in putting out great content to assist SEO over many years has helped the organisationâs visibility onlineâ
Together with the creative team, every advertising channel was analysed. It was about breaking it down and understanding that we had a fixed amount of marketing budget to spend, Rory says, so heâd invest in the areas where theyâd get maximum ROAS. He also identified the right keywords, google ad words, and looked at various mediums to advertise, as well as the right time to advertise.
âEvery way I could split test any dollar that I spent on advertising, I did. We drilled that down digitally to the point where it was nuts. Along with that, we distributed catalogues and qualified leads. We are granular in the way we operate,â he says.
The company works with Nelson OâNeill, a Melbourne-based digital marketing agency that helps with its online presence, and Evolve Digital Agency, a business that works with the brothers to improve the businessâs SEO.
âGenerally, there is a rule that I wonât look at large agencies,â says Rory. âI want the person dealing with my account to be the expert, not purely focused on growth, but rather obsessed about their ability to master SEO.â

Rory attributes the growth of Hampers with Bite to having a team that makes beautiful hampers and the companyâs ability to identify marketing channels that give the maximum ROAS. âThink laterally,â he says.
âFor me, that is the key to staying ahead and being at the forefront of innovation. I tell people to think outside the box â âHow are we going to present this? How are we going to sell it?ââ
Now, with over 15 years of business experience, Rory shares three crucial lessons he has learned about leadership. âUnderstand peopleâs lives â their wives, their girlfriends, husbands or boyfriends; know what theyâre doing on the weekends. When I hire somebody, Iâm looking for a good person. Thatâs the number one rule. They need to be somebody I can trust and like. Last but not least, innovation â thinking laterally, and the ability to think outside the square when it comes to business growth is critical.â
At Hampers with Bite, Rory reinforces that employees donât simply follow the leader; they donât just copy. âFor me, that is the key to staying ahead. It is to be at the forefront of innovation.â
Further, to ensure employees stay motivated, Rory says, âEmployees should be treated like people, not commodities. Understand what makes someone tick. People care about the success of this business. They want it to work because we are good people and we look after them. They want the business to grow, and when it does grow, it gives them more opportunity.â
âEmployees should be treated like people, not commodities. Understand what makes someone tick.â
Rory adds that itâs also about taking some money off the table and putting it into areas like entertainment and to support the team. Positive and encouraging culture is another element of company pride. When targets are hit, Hampers with Bite organises company retreats, to go off site, as well as Uber Eats Fridays.
âWe spend a lot of time together outside of work because we like each otherâs company. We hire good people,â Rory states. Staying motivated is almost an inherent skill for Rory. He calls himself an âinvariably competitive personâ who doesnât want to lose. âThatâs what motivates me,â he says.
âYou donât think of the money. You donât want to lose. You want to win.I donât like losing. I want to be on top. I want my team to feel like winners. I find it satisfying. I think itâs just an inherent competitive nature that drives my ability to grow.â
The big-picture vision for the company is to continue growing, and to increase and diversify its customer base while offering high-quality products. This plan includes the launch of another venture: Snacks with Bite.
The new business is set to provide healthy, sustainable snacks delivered to offices monthly. âWe also have a promotional products company called Promotions Warehouse, which weâve been operating for 10 years, so weâll keep moving forward with that too,â Rory adds when asked about what the future holds for the business.
âWhatever happens financially, or whatever doesnât happen, Iâm really proud of what we have achieved. Despite many challenges, weâve been able to push on.â
âIâm proud of having a family business â one we started with just me, Rory and our dad. Our dad used to help; heâs passed away now but he was a vital part,â Nicholas comments.
âMy sister works for us now, doing our accounts. Whatever happens financially, or whatever doesnât happen, Iâm really proud of what we have achieved. Despite many challenges, weâve been able to push on. Hopefully, one day, our kids can join the business. That would make me so proud.â
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