Interactive video adventure:
Hell Pizza is a New Zealand-based pizza chain. Hell began in New Zealand in 1996 next to Victoria University, and has expanded within New Zealand and to the UK, Australia, Ireland and Canada.
Hell Pizza International is owned by Warren Powell, Callum Davies and Stu McMullin. In 2006, Hell sold the New Zealand Master Franchise rights to Tasman Foods (NZ master franchisee for Burger King) for NZ$15,000,000 and aimed to expand to the UK. The NZ Master Franchise rights were purchased back from Tasman Foods in 2009.
There are currently 64 stores nationwide in New Zealand. Since arriving to the UK in 2006, Hell have opened a pilot store in Fulham, as well as two franchisee operated stores in Clapham and Shepherds Bush, all in London. Australia has opened 10 stores in South-east Queensland with plans for 30 Queensland operated shops by 2011. Hell also opened its first stores in Dublin, Ireland and Vancouver, Canada by the end of 2009.
The pilot store for Hell Pizza was called “The Pizza Place”, it opened in Wainuiomata, Lower Hutt, New Zealand two years prior to the Hell Pizza brand being established.
In July 2010 the Hell Pizza customer database was cracked, affecting over 230,000 customers.
The Hell theme is used throughout – for instance:
Seven of the pizzas are named after the seven deadly sins.
The dessert and drinks sections on their menu are named ambrosia and nectar respectively.
The stores have custom wallpaper, lava lights, flaming seats and wicked chandeliers
The large pizza boxes have a cut-out of a coffin, “for your remains.”
The anti-litter message on the box says to “dispose of the evidence.”
The phone number (0800 666 111 in NZ and 08456 666 999 in the UK) carries the message “go to hell (666) for an emergency (111, 999).”
The company is notable for its humorous advertising and for being the first company in New Zealand to offer online pizza ordering, in 1996. Their logo, and their pizzas, are used on the Sporting Hell segment on the television show Pulp Sport.
Hell Pizza has had a number of complaints about its advertising.