Hell Pizza is a

New Zealand New Zealand () is an island country in the southwestern Pacific Ocean. It consists of two main landmasses—the North Island () and the South Island ()—and List of islands of New Zealand, over 600 smaller islands. It is the List of isla ...

–based

pizza Pizza is an Italian cuisine, Italian, specifically Neapolitan cuisine, Neapolitan, dish typically consisting of a flat base of Leavening agent, leavened wheat-based dough topped with tomato, cheese, and other ingredients, baked at a high t ...

chain. It was established in

Wellington Wellington is the capital city of New Zealand. It is located at the south-western tip of the North Island, between Cook Strait and the Remutaka Range. Wellington is the third-largest city in New Zealand (second largest in the North Island ...

in 1996 and has since expanded around New Zealand. Franchises have also operated at various times in the

United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Northwestern Europe, off the coast of European mainland, the continental mainland. It comprises England, Scotlan ...

Ireland Ireland (, ; ; Ulster Scots dialect, Ulster-Scots: ) is an island in the North Atlantic Ocean, in Northwestern Europe. Geopolitically, the island is divided between the Republic of Ireland (officially Names of the Irish state, named Irelan ...

Canada Canada is a country in North America. Its Provinces and territories of Canada, ten provinces and three territories extend from the Atlantic Ocean to the Pacific Ocean and northward into the Arctic Ocean, making it the world's List of coun ...

South Korea South Korea, officially the Republic of Korea (ROK), is a country in East Asia. It constitutes the southern half of the Korea, Korean Peninsula and borders North Korea along the Korean Demilitarized Zone, with the Yellow Sea to the west and t ...

India India, officially the Republic of India, is a country in South Asia. It is the List of countries and dependencies by area, seventh-largest country by area; the List of countries by population (United Nations), most populous country since ...

and

Queensland, Australia Queensland ( , commonly abbreviated as Qld) is a state in northeastern Australia, and is the second-largest and third-most populous state in Australia. It is bordered by the Northern Territory, South Australia and New South Wales to the west, ...

History

Hell Pizza was founded by Warren Powell, Callum Davies, and Stuart McMullin in 1995 as a pizza shop in Kelburn, Wellington, next to

Victoria University of Wellington Victoria University of Wellington (), also known by its shorter names "VUW" or "Vic", is a public university, public research university in Wellington, New Zealand. It was established in 1897 by Act of New Zealand Parliament, Parliament, and w ...

. Davies was inspired by the quirky imaging of The Fish, a radio station in

Taupō Taupō (), sometimes written Taupo, is a town located in the central North Island of New Zealand. It is situated on the edge of Lake Taupō, which is the largest freshwater lake in New Zealand. Taupō was constituted as a borough in 1953. It h ...

, to give his restaurant more personality. The second store was opened in

Hataitai Hataitai is an inner-city suburb of Wellington, the capital of New Zealand, 3.5 kilometres southeast of the city centre. The suburb extends over the southeastern flank of Mount Victoria and down a valley between the Town Belt and a ridge al ...

, Wellington. By then, it was also one of the first fast food stores to allow online ordering. The founders sold the New Zealand master franchise rights to Tasman Pacific Foods (the New Zealand master franchisee for

Burger King Burger King Corporation (BK, stylized in all caps) is an American multinational chain store, chain of hamburger fast food restaurants. Headquartered in Miami-Dade County, Florida, the company was founded in 1953 as Insta-Burger King, a Jacks ...

) for $15 million in 2006. They purchased the rights back in 2009. In 2009, Hell had 61 stores in New Zealand. It had six stores in

Brisbane Brisbane ( ; ) is the List of Australian capital cities, capital and largest city of the States and territories of Australia, state of Queensland and the list of cities in Australia by population, third-most populous city in Australia, with a ...

and was planning nine more around

South East Queensland South East Queensland (SEQ) is a Bioregion, bio-geographical, Megalopolis, metropolitan and Statistics, statistical Regions of Queensland, region of the States and territories of Australia, state of Queensland in Australia, with a population of ...

. It was also trialing stores in

Fulham, London Fulham () is an area of the London Borough of Hammersmith and Fulham in West London, England, southwest of Charing Cross. It lies in a loop on the north bank of the River Thames, bordering Hammersmith, Kensington and Chelsea, with which it ...

, and

Dublin, Ireland Dublin is the capital and largest city of Republic of Ireland, Ireland. Situated on Dublin Bay at the mouth of the River Liffey, it is in the Provinces of Ireland, province of Leinster, and is bordered on the south by the Dublin Mountains, pa ...

. In July 2010, after

hackers A hacker is a person skilled in information technology who achieves goals and solves problems by non-standard means. The term has become associated in popular culture with a security hackersomeone with knowledge of bugs or exploits to break ...

attacked the Hell Pizza customer database, 230,000 customers were advised to change their passwords. In 2012, Hell had 65 stores in New Zealand. It had three stores in

and was planning seven more. It had two stores in Queensland, but eight others had closed. A pizza bar in

New Delhi New Delhi (; ) is the Capital city, capital of India and a part of the Delhi, National Capital Territory of Delhi (NCT). New Delhi is the seat of all three branches of the Government of India, hosting the Rashtrapati Bhavan, New Parliament ...

and its stores in

London London is the Capital city, capital and List of urban areas in the United Kingdom, largest city of both England and the United Kingdom, with a population of in . London metropolitan area, Its wider metropolitan area is the largest in Wester ...

, Dublin, and

Vancouver Vancouver is a major city in Western Canada, located in the Lower Mainland region of British Columbia. As the List of cities in British Columbia, most populous city in the province, the 2021 Canadian census recorded 662,248 people in the cit ...

were still operating. In 2016, Hell Pizza had 66 outlets, all in New Zealand. , Hell Pizza had 77 outlets across New Zealand, with 61 in the North Island (including 28 in Auckland) and 16 in the South Island. The only major urban areas that do not have a Hell Pizza outlet are

Nelson Nelson may refer to: Arts and entertainment * ''Nelson'' (1918 film), a historical film directed by Maurice Elvey * ''Nelson'' (1926 film), a historical film directed by Walter Summers * ''Nelson'' (opera), an opera by Lennox Berkeley to a lib ...

and Gisborne.

Marketing

The

Hell In religion and folklore, hell is a location or state in the afterlife in which souls are subjected to punishment after death. Religions with a linear divine history sometimes depict hells as eternal destinations, such as Christianity and I ...

theme is used in the menu. Hell Pizza offers seven standard pizzas which are named after the

seven deadly sins The seven deadly sins (also known as the capital vices or cardinal sins) function as a grouping of major vices within the teachings of Christianity. In the standard list, the seven deadly sins according to the Catholic Church are pride, greed ...

. The chain also offers discounted pizzas on

Friday the 13th Friday the 13th is considered an unlucky day in Western superstition. It occurs when the 13th day of the month in the Gregorian calendar falls on a Friday, which happens at least once every year but can occur up to three times in the same year ...

. The company is known for its controversial advertising. On 31 October 2006 Hell announced through a press release it would be promoting its "Lust" pizza by distributing 170,000 branded

condom A condom is a sheath-shaped Barrier contraception, barrier device used during sexual intercourse to reduce the probability of pregnancy or a Sexually transmitted disease, sexually transmitted infection (STI). There are both external condo ...

s. The Family First Lobby said Hell has "crossed the line of what is decent and acceptable advertising material to be put in letterboxes of families". It was later revealed that the condoms failed to comply with New Zealand labelling and packaging requirements, and remaining stocks were destroyed. In November 2008, while under management from Tasman Foods, Hell Pizza New Zealand apologised for an advertisement featuring the skeletal remains of Sir

Edmund Hillary Sir Edmund Percival Hillary (20 July 1919 – 11 January 2008) was a New Zealand mountaineering, mountaineer, explorer, and philanthropist. On 29 May 1953, Hillary and Sherpa people, Sherpa mountaineer Tenzing Norgay became the Timeline of M ...

Heath Ledger Heath Andrew Ledger (4 April 1979 – 22 January 2008) was an Australian actor. After playing roles in several Australian television and film productions during the 1990s, he moved to the United States in 1998 to further develop his film care ...

, and the

Queen Mother A queen mother is a former queen, often a queen dowager, who is the mother of the monarch, reigning monarch. The term has been used in English since the early 1560s. It arises in hereditary monarchy, hereditary monarchies in Europe and is also ...

, dancing on gravestones. The apology was made to Hillary's family, which complained the ad was in "extremely poor taste". The ad was withdrawn from the company's website on 3 November. In October 2021, Hell Pizza drew media attention and controversy after launching an advertisement campaign telling Swedish climate change activist

Greta Thunberg Greta Tintin Eleonora Ernman Thunberg (; born 3January 2003) is a Swedish climate activist, climate and political activist initially known for challenging world leaders to take immediate action to climate change mitigation, mitigate the effec ...

"to go to Hell" in response to her remarks criticising New Zealand's efforts to address climate change. Hell Pizza CEO Ben Cumming confirmed he has sent a personal invitation to Thunberg to witness the company's efforts to address climate change, environmental pollution, and reduce waste. The company had attempted to secure a large billboard for the advertisement in Thunberg's hometown of

Stockholm Stockholm (; ) is the Capital city, capital and List of urban areas in Sweden by population, most populous city of Sweden, as well as the List of urban areas in the Nordic countries, largest urban area in the Nordic countries. Approximately ...

, but local authorities had deemed it offensive.

Labelling

In June 2019, the fake meat of a burger pizza, made by

Beyond Meat Beyond Meat, Inc. is a producer of plant-based meat substitutes founded in 2009 by Ethan Brown. The company's initial products were launched in the United States in 2012. The company went public in 2019, becoming the first plant-based meat ana ...

, met food standards but caused controversy as it was labelled as a "burger" pizza but contained vegan burger patties.

References

External links

Hell Systems
{{Retailers in New Zealand Pizza chains Restaurants established in 1996 Fast-food chains of New Zealand Food brands of New Zealand Theme restaurants New Zealand companies established in 1996

History

Marketing

Labelling

See also

References

External links