Hell Pizza
From Wikipedia, the free encyclopedia
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| Type | Wholly owned subsidiary |
|---|---|
| Founded | 1996 in Wellington |
| Headquarters |  New Zealand |
| Industry | Fast food |
| Products | Pizza, Pasta, Salads |
| Website | hell.co.nz |
Hell Pizza is a New Zealand-based pizza chain. Hell first began in New Zealand in early 1996 next to Victoria University, and since then has gained a huge following worldwide. With creative advertising, the name Hell has gained a reputation and cult following from its new New Zealand base.
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[edit] History
Hell Pizza worldwide 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 set sail for foreign shores, with their sights primarily on the UK. There are currently 70 stores nationwide in New Zealand, making Hell the third largest pizza company in New Zealand. Since arriving in the UK two years ago with plans to expand rapidly, Hell have only opened a single store in Fulham, London [1], although there are plans to open a second and they are still hoping to expand rapidly. Meanwhile in New Zealand the Hell brand has been suffering from a few problems. At least four stores have closed and a group of franchisees are suing the master fanchisee because of reducing sales and what they see as a lack of support. Many people believe that it is a case of the novelty having worn off as well as very aggressive marketing from competitors, both in terms of pricing and quality. Hell Pizza benefited greatly from the peculiar situation in the local market during their growth years and from their irreverent marketing. It seems that with the local situation having changed significantly and competitors having caught up in marketing terms Hell is now just another pizza chain struggling with the rest of them.
[edit] Marketing
Hell Pizzas use the Hell theme throughout their marketing. 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)."
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 pizza box even also turns into a knock out coffin - for your remains. Their logo, and their pizzas, are used on the Sporting Hell segment on the television show Pulp Sport.
[edit] Marketing controversies
Hell Pizza has had a number of complains made about its advertising.
[edit] Condom advertising
On 31 October 2006 Hell announced through a press release it would be promoting its "Lust" pizza by distributing 170,000 branded condoms. They said that "while the primary aim of the campaign is to promote our LUST pizza, let's not forget that promoting the use of condoms has important public benefits such as sexual education, the prevention of pregnancy and the prevention of sexually transmitted infections".[2]
Within days, groups such as Family Life International, Focus on the Family and the Catholic Church had lodged complaints with the Advertising Standards Authority (ASA). 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".[3] In addition there were complaints that the packaging contained "explicit instructions"[4], though these are the typical instructions that come with condoms.
[edit] Mocking of Christianity
A radio advertisement that featured a humorous conversation about Hell was felt to be mocking of Christianity and deemed offensive. The ASA ruled that there were no grounds to take any action on the complaint since "it did not reach the threshold to be likely to cause serious or widespread offence".[5]
[edit] "Selling your soul"
The expression "sell your soul" was used in flyers, the company website and in television and radio advertising. It attracted a complaint to the ASA on the grounds of being "This flippant attitude towards something that many New Zealand citizens ... believed to be significant and consequential ..." The ASA ruled that their were no grounds to proceed about the complaint since it is a common saying and recognised to be dark and satirical.[6]
[edit] References
- ^ www.hellpizza.co.uk
- ^ "HELL distributes condoms to promote Lust", Hell Pizza.
- ^ "Hell’s Pizza sinks to offensive advertising", Family First Lobby.
- ^ http://www.familyfirst.org.nz/index.cfm/Action_Alert_
- ^ Advertising Standards Authority (2008-05-13). "08/231 - Hell Pizza Radio Advertisment". Advertising Standards Authority. Retrieved on 2008-10-06.
- ^ Advertising Standards Authority (2008-08-22). "08/396 - Hell Pizza Direct Mail Website and Television Advertisement". Advertising Standards Authority. Retrieved on 2008-10-06.
