Hell Pizza will open its first Australian store later this year
Ryan Anderson / Stuff
Hell is expanding into Australia and will open its first store in mid-2022.
All Hell will soon be unleashed in Australia, as New Zealand pizza makers expand across the divide.
Hell has a network of 74 franchisees in New Zealand and will open a store in Brisbane from mid-2022. It plans to expand its footprint in Queensland first before considering nationwide expansion.
Hell’s managing director Ben Cumming said now was a good time to expand into Australia.
“What we do at Hell is totally unique in Australia – there’s a very clear gap in the market for what we offer,” he said.
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Commercially, Hell was well placed to firmly establish a presence in Australia, he said.
“From our systems to our people, our head office team is prepared and ready to support an Australian franchise network.
“We are excited about the opportunities Australia offers to grow our brand and we look forward to spreading hellish chaos across Tasmania, although we will make sure they never try to pretend they are us. invented,” he said.
Hotel business expert Steve Willis, who previously owned and operated a number of franchise stores in Canterbury and Auckland, runs the Hell brand in Australia.
“We have the expertise and infrastructure already in place to ensure that a brand as distinctive as Hell gets off the ground and is a success.”
It was already attracting interest from future franchise owners in Australia.
“There is a definite space in the market for this offering, and we are excited to open the doors to our first store,” he said.
Dr Bodo Lang, head of marketing at the University of Auckland Business School, said Hell’s dark humor and brand would work well in Australia.
“While their name and the way they advertise may not appeal to everyone, there are large market segments that will respond to Hell’s advertising and their pizzas. Young people in particular and those who enjoy a bit of dark humor are likely to react well to the launch of the channel in Australia,” he said.
It would likely succeed due to cultural similarities between New Zealand and Australia and similar levels of religiosity, Lang said.
“I’m sure there will be some teething troubles and backlash from consumers, but for every hater, there’s likely to be a lover from hell.”